Title | PAINT-TO-PURCHASE |
Brand | MODA PACIFICA |
Product / Service | HAVAIANAS |
Category | A01. Event & Field Marketing |
Entrant | TBWA\GROUP SINGAPORE Singapore , SINGAPORE |
Entrant Company: | TBWA\GROUP SINGAPORE Singapore, SINGAPORE |
Sales Promotion/Advertising Agency: | TBWA\GROUP SINGAPORE Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
John Merrifield | TBWA\Group Singapore | Creative at large |
Eddie Azadi | TBWA\Group Singapore | Creative Head |
KC Chung | TBWA\Group Singapore | Creative Head |
Roger Tan, KC Chung, Nuno Teixeira | TBWA\Group Singapore | Art Directors |
Eddie Azadi, Clara Tehrani | TBWA\Group Singapore | Writers |
Mikimasa Hamamatsu | TBWA\Group Singapore | Account Director |
Mai Yagi | TBWA\Group Singapore | Account Manager |
Having opened three stores, Havaianas wanted to launch a fourth. Our aim was to drive traffic and sales at the new Havaianas store.
Introducing Havaianas Paint-to-Purchase. Every time a masterpiece is made, you get a different offer. Art students across Singapore were recruited. They had exactly two hours to create a made-for-Havaianas masterpiece. Each painting had a special deal attached, which took effect once the artwork was finished. To redeem, a picture must be taken with your mobile phone and presented in-store. (Your phone became your voucher.) But the deal was valid until the next painting was completed. We had 12 paintings, 12 deals, over 2 days. Regular updates on each masterpiece were posted on Facebook and Twitter.
After the 2-day event: • 8,132 people visited the store • Most offers were fully redeemed within 10 minutes • 3,607 pairs of Havaianas were sold (8x more than the previous store launch) • Followers on Twitter increased by 1,233% • The event attracted a crowd of thousands • Havaianas Paint-to-Purchase will now roll out regionally
Retail events tend to be loud and direct to get attention. It's reached a point where people switch off or become immune. As Havaianas is about fun, colour and creativity, we relied on what the brand values to really engage and excite. Rather than shout, we let our paintings do all the talking. As tempting as the offers were, it was playful curiosity and the last minute reveal-of-the-deal, which brought the crowd and fuelled the frenzy.