Whirlpool Werbung SKIN SHIRT DraftFCB Mumbai

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Branche Haushaltselektronik
Medien Werbung / PR
Markt Indien
Agentur DraftFCB Mumbai
Creative Group Head Saminder Ghai
Veröffentlicht Oktober 2011

Kredite und Beschreibung

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Product/Service: EK JODI KAPDA
National Creative Director: K S Charavarthy (Draftfcb+Ulka)
Group Creative Director: Shiveshvar Raj Singh (Draftfcb+Ulka)
Creative Group Head: Saminder Ghai (Draftfcb+Ulka)
Creative Supervisor: Mukesh Kumar Sablania (Draftfcb+Ulka)
Media placement: Promotional Activity - Public Spaces - 21 October 2011

Describe the objective of the promotion.
To get people to donate their old clothes to charity as they bought new clothes during the festive season.

Describe how the promotion developed from concept to implementation.
We created an innovative T-shirt design that feels like it was carved out of the human skin. It played on the fact that while one is shopping for new clothes there are millions who have nothing to wear.
Volunteers clad in this T-shirt were then strategically positioned in shopping arcades. They approached shoppers with a gentle reminder that their discarded clothes could make a big difference to millions of lives. The T-shirt was also placed in apparel shops, where shoppers stumbled upon it as they went about looking for their sizes. They scanned the QR Code tag to reach www.ekjodikapda.com

Explain why the method of promotion was most relevant to the product or service.
The festive season is a time when people buy new clothes for the whole family. The joy of the festival also kindles the spirit of giving. And the fact that people believe in getting rid of their old stuff to make room for all things new will bring prosperity to their doors.
Thus, it was the best time and the right opportunity to jolt the shoppers and make them donate their old clothes to charity. It wouldn't mean much to them, but a lot of people will have clothes on their backs to face the impending winter season.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The activity was a great success as it was spread across 80 cities and 200 towns. Over 1,700 schools and colleges participated. 400 corporate entities also got involved. Finally, 175 tonnes of clothes were collected.