CHANGING ROOM

TitleCHANGING ROOM
BrandC&A
Product / ServiceC&A
CategoryA04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantBEIJING 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

Credits

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 Campaign

The main target of C&A is young people. They love shopping in the sales season, As an international apparel brand, C&A hope to share their warmth to children in the impoverished mountainous areas of China. 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.

Creative Execution

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 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.

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

About 3000 people participated the campaign held only three weeks in December, a popular shopping period for young people, and donated the warm clothes to the children. In comparison with previous three weeks, sales increased 22.3% within the first three weeks of this event. Even though Chinese people are not used to donating money, this campaign succeeded in collecting contributions. The objectives of both sales and donation have been achieved.

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

Chinese young people in big cities love sales events, very excited by discounts and shopping. The fitting room in the store, where last decision is made to purchase or not after checking the clothes. Thus, We redesigned a special and exciting “Changing Room”. It’s the most important touch point for consumers. And created an innovative coupon with discount percentage to invite shoppers donate part of their discount they got from the clothes. Finally, this was an integrated promotional marketing campaign of sales and donation activities. During this event, C&A attracted more consumers to the shop, therefore sales have been improved.

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?

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