|Title||GUILTY FREE FESTIVAL|
|Brand||CENTRAL DEPARTMENT STORE|
|Product / Service||CENTRAL MIDNIGHT SALE|
|Category||D02. Point of Sales, Consumer Touchpoints & In-store Collateral|
|Entrant||WOLF Bangkok, THAILAND|
|Idea Creation||WOLF Bangkok, THAILAND|
|Production||FACTORY01 Bangkok, THAILAND|
|Post Production||FACTORY01 Bangkok, THAILAND|
|Torsak Chuenprapar||Wolf Bkk||Chief Creative Officer|
|Torsak Chuenprapar||Wolf Bkk||Art Director|
|Torsak Chuenprapar||Wolf BKK||Copywriter|
|Kanit Mingmuang||Wolf Bkk||Creative Director|
|Kanit Mingmuang||Wolf Bkk||Art Director|
|Kanit Mingmuang||Wolf Bkk||Copywriter|
|Pawares Vessukanmanukul||Wolf Bkk||Creative Group Head|
|Pawares Vessukanmanukul||Wolf Bkk||Art Director|
|Pawares Vessukanmanukul||Wolf Bkk||Copywriter|
|Onanong Klaysuban||Wolf Bkk||Art Director|
|Chananchida Pattarakiatikun||Wolf Bkk||Copywriter|
|Pandarie Somjit||Wolf Bkk||Copywriter|
|Thosaporn Kaewnurachadasorn||Wolf Bkk||Account Director|
|Chanapat Srabua||Wolf Bkk||Agency Producer|
|Phannika Vongsayan||Wolf Bkk||Managing Director|
|BENCHAWAN NGAMJIRADAWONG||Wolf Bkk||Account Executive|
|Chonlatid Saenghiran||Wolf Bkk||Business Director|
The campaign derived from shoppers’ insight that people sometimes felt guilty about spending if they knew they had similar items back at home. So Central Department Store wants to assuage consumer’s guilt and create positive shopping vibes during this year-end season.
Central Department Store came up with the ‘Guilty Free Festival’ concept which renamed every item in the store with a new and shiny name, a name that no one has ever heard of or bought before, e.g. Hair Organizer (Hair Brush) Dust Eater (Vacuum Cleaner) Pre-shoes (Socks). So that shoppers can shop and reward themselves without feeling guilty because it sounds nothing like the product they already have!
The campaign turned every shopping department in the store into alternate names, while hilarious but not extremely outlandish or silly, in fact, many of them are so sensible that they seem like they could actually be the names of a real shopping zone e.g. KISS STICK CORNER, HAIR BLOWER GUN DISPLAY, SOLAR GLASSES PARLOR, GOODNIGHT BAG ZONE. During the 11 days of the festival, all department signages were replaced with a set of guilty-free posters as well as the price tag, the receipt and the gift box all designed to convey the campaign’s attitude and create a worry-free shopping experience in-store.
'Guilty Free Poster' successfully conveyed campaign attitude and created worry-free shopping vibes. While the campaign received huge engagement numbers during the sales week. The store visitation traffic increased. Total sales volume grew by 189% compared to last year. Most importantly, the campaign is not just about renaming stuff but it makes people reconsider that there’s no such thing as ‘too much’ when it comes to treating themselves to a little happiness.