FREE-NITURE

TitleFREE-NITURE
BrandGOGO VAN
Product / ServiceDELIVERY & LOGISTIC SERVICE
CategoryB01. Use of Digital in a Promotional Campaign
EntrantLEO BURNETT HONG KONG, HONG KONG
Entrant Company LEO BURNETT HONG KONG, HONG KONG
Advertising Agency LEO BURNETT HONG KONG, HONG KONG

Credits

Name Company Position
Alfred Wong Leo Burnett/Hong Kong Executive Creative Director
Brian Ma Leo Burnett/Hong Kong Executive Creative Director
Calvin Chow Leo Burnett/Hong Kong Creative Director/Copywriter
Ivan Law Leo Burnett/Hong Kong Creative Director
Hoi Yiu Leo Burnett/Hong Kong Interactive Creative Director
Kennedy Pang Leo Burnett/Hong Kong Director of Integration - Creative
CK Chan Leo Burnett/Hong Kong Art Director
Rachel Lao Leo Burnett/Hong Kong Art Director/Illustrator
Daniel Lo Leo Burnett/Hong Kong Art Director
Kunal Kshirsagar Leo Burnett/Hong Kong Senior Copywriter
Jimmy Chan Leo Burnett/Hong Kong Programmer
Perry Tang Leo Burnett/Hong Kong Programmer
Sakura Kwok Leo Burnett/Hong Kong Brand Manager
Ciri Shek Leo Burnett/Hong Kong Brand Executive
Vienna Ip Leo Burnett/Hong Kong Brand Manager

Brief Explanation

Because of the high rising flat prices and rent, Hong Kong people relocate quite frequently, but moving houses is an expensive affair because: 1) Disposing furniture requires a disposal fee. 2) Ones needs to buy new furniture for their new place. As GoGo Van is a logistics and delivery company based in HK, this gave us a good opportunity – creating a furniture store platform to bridge up the needs of those disposing and buying new furniture. Old furniture is disposed for free virtually and given away free as well. In addition, for every deal, GoGo Van has essentially become their go to choice for delivery. As a result, we create new demand for our service and directly drive more orders, which generates distinctive growth in business.

The Brief

For 5 consecutive years Hong Kong has been the most expensive city to buy property in. Currently, around 327,000 can only rent their homes, and are forced to move frequently. Moving houses is an expensive affair because of two reasons: 1) Disposing furniture requires a disposal fee. 2) You have to buy new furniture for your new place. GoGo Van, a logistics and delivery company based in Hong Kong wanted to be the bridge for those disposing and buying new furniture - essentially becoming their go to choice for delivery.

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

Through GoGo Free-niture, the disposal fee of unwanted furniture is saved; the burden for tenants to pay for new furniture is lightened, as they only have to pay for delivery. This way, GoGo Van actually started a new service, which generated 18% growth in business. Just 1 ride benefits 3 sides. This is GoGo Free-niture.

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

To bridge up the needs of those disposing and buying new furniture, GoGo Van came up with a unique concept, GoGo Free-niture. It collects old furniture for $0 disposal fee, and gives this furniture away also priced at $0, the person only has to pay for the delivery. When someone needs to dispose old furniture, they simply go to our GoGo Free-niture website and upload its pictures and tag the location - now, the furniture is on our virtual shelf. People interested in owning the furniture go to our website and select what they want and enter their location. We calculate the delivery charges and send it to your door. This way, GoGo Van created a new source of revenue.