Title | CHANGING ROOM |
Brand | C&A |
Product / Service | C&A |
Category | A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant | BEIJING DENTSU ADVERTISING Beijing, CHINA |
Idea Creation | BEIJING DENTSU ADVERTISING Beijing, CHINA |
Media | C&A CHINA SHANGHAI, CHINA |
PR | BEIJING DENTSU ADVERTISING Beijing, CHINA |
Production | D2C CHINA Shanghai, CHINA |
Production 2 | TLINK ADVERTISING Beijing, CHINA |
Name | Company | Position |
---|---|---|
KAZUKI TSUBURAKU | Beijing Dentsu Advertising CO., LTD | Executive Creative Director |
MANABU HOSHINO | Beijing Dentsu Advertising CO., LTD | Senior Creative Director |
XIAOCHUN CHEN | Beijing Dentsu Advertising CO., LTD | Assistant Creative Director |
YIHONG KANG | Beijing Dentsu Advertising CO., LTD | Creative Director |
SI TAN | Beijing Dentsu Advertising CO., LTD | Creative Director |
HIRO KONOE | D2C China Co., Ltd | CEO |
RITA ZHANG | D2C China Co., Ltd | Assistant Marketing Director |
MISA CHEN | D2C China Co., Ltd | Senior Project Manager |
HAOYANG LIU | Beijing Dentsu Advertising CO., LTD | Producer |
SEAN JIN | Tlink Advertising Co., Ltd. | Producer |
HONGLIN ZHANG | Tlink Advertising Co., Ltd. | Cinematographer |
The main target of C&A is young people. They love shopping. Especially in the sales season, people are even more excited about shopping. As an international apparel brand, C&A hope to share their warmth to the world with clothes to children in the impoverished mountainous areas of China. How can we make people pay more attention to charity? We came up with the way to invite people to charity by using interactive digital technology. Key message of the campaign is “Changing room”. It has a double meaning of fitting room and a place to change lives of poor people. When the customers enter the changing room and put their clothes on the hook, it activates a LED screen, and shows you a child in need. Then you can choose how much of your discount you would like to donate so as to achieve the objectives of both sales and donation.
We created a special “CHANGING ROOM” in the fitting room of their store. In this room, you do not only change your clothes, but also children's life. When the customers enter the Changing Room and put their clothes on the hook, it activates a led screen, and shows you a child in need. Simultaneously, a special donation coupon with discount percentage will be printed and asking shoppers to donate part of their discount they got from the clothes they brought to the changing room. The discounts offered will vary, depending on the item of clothing selected. The event was held from 2015.12.10 to 2016.01.10 at C&A retail store in China. Meanwhile, this campaign is being promoted on C&A's official Wechat and Weibo.
Even though Chinese people are not used to donating money, this campaign succeeded in collecting contributions. About 3000 people participated the campaign held only three weeks. We came up with a new approach of transforming young people’s excitement for shopping to donation. A popular shopping period for young people, and donated the warm clothes to the children. This is a completely new approach to integrate the CSR. We created a win-win situation for both sales and donation which are two different types of activities. We started a totally new type of campaign for C&A in China for the first time in the world by making the most of digital technology. Finally, Sales during the campaign improved by 22.3% compared to the previous period. The objectives of both sales and donation have been achieved. Moreover, C&A shoppers got a new understanding of its brand value by experiencing a completely distinct way of donating.
Young people in big cities in China love sales events, very excited by discounts and reduced prices. So in the sales season, people are excited about shopping. Thus, we focused on the changing room, where last decision is made to purchase or not after checking the clothes. It is the most exciting place for young shoppers and important touch point for consumers. We redesigned the changing room, and came up with a new approach of transforming young people’s excitement to donation. Even though Chinese people are not used to donating money, this campaign succeeded in collecting contributions.
Many of the CSR activities are carried out via separate organizations from the company’s core business. C&A, global apparel retailer, was the same. Donations to charities as well as product re-use are running by corporate division detached from C&A’s core business. In this point, C&A brand doesn’t have direct ties with their consumers. Our objective was to create a win-win situation for both sales and donation which are two different types of activities, and to maximize both of them simultaneously. What if we came up with an approach of transforming young people’s excitement of shopping to charity?