PAINT-TO-PURCHASE

TitlePAINT-TO-PURCHASE
BrandMODA PACIFICA
Product / ServiceHAVAIANAS
CategoryA01. Event & Field Marketing
EntrantTBWA\GROUP SINGAPORE Singapore , SINGAPORE
Entrant Company:TBWA\GROUP SINGAPORE Singapore, SINGAPORE
Sales Promotion/Advertising Agency:TBWA\GROUP SINGAPORE Singapore, SINGAPORE

Credits

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

The Brief

Having opened three stores, Havaianas wanted to launch a fourth. Our aim was to drive traffic and sales at the new Havaianas store.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

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.