Background

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.

Describe the creative idea (40% of vote)

The campaign turned every items 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 actual products e.g. Hair Organizer (Hair Brush) Dust Eater (Vacuum Cleaner) Pre-shoes (Socks).

Describe the execution (40% of vote)

To add on top of the stylish funny commercial film, ‘Guilty Free Festival’ had officially renamed everything in-store and e-commerce platforms including the shopping department, price tag, receipt, shopping website, and parcel box design. We used universal sizing design for each box so they can fit most items within the same product category. In order to provide a completely guilt-free shopping journey from beginning to end.

List the results (20% of vote)

After the launch, the campaign received huge engagement numbers during the sales week. Traffic increased in both physical and online store. 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.