The Brief

Last summer, the Philippines were devastated by typhoon Haiyan. A lot had been done to help them but they still need help. Many children are still wearing ragged and filthy clothes, even though it has been a year. Even worse, they are catching diseases from lack of clean clothes. Giordano, the casual fashion brand, decided to raise awareness of the situation and money to help children there with fundraising event that people could highly involved and something only Giordano could do.

Describe how the promotion developed from concept to implementation

We brought ragged and filthy clothes that one of the children in the Philippines was wearing, and displayed on the window of casual clothes brand, Giordano which was located in the middle of luxurious fashion district, Gangnam. We created one and only store window and sold hope for a day. On the window surface, there was Smart Card Readers so people could donate money simply by tapping their wallets. We created a new kind of promotional event through store windows which display designers’ brand new clothes most time.

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

It happened for just 1 day, about 23,309 people visited our Hope on Display, and more than 3528 accounts were made through Smart Card Reader. Also, a lot of people got to know about our Hope on Display through dozens of articles in newspapers and magazines.

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

Normally, donation is made through online or people have to look up by themselves and needed so much efforts. But as a fashion brand, Giordano found store windows as a new donation platform so they could let shoppers to be involved with the charity event. Furthermore, it reduced extra efforts and made donation simple and easy. Consequently, the event changed participants idea of donation which is hard and complicated to do.