Title | FROZEN SHOPPING |
Brand | CKS |
Product/Service | CLOTHING RETAILER |
Category |
F01. PROMOTIONAL ITEM DESIGN & PHYSICAL BRAND COMMUNICATION |
Entrant Company
|
BOONDOGGLE Leuven, BELGIUM
|
Advertising Agency
|
BOONDOGGLE Leuven, BELGIUM
|
Credits
Anneke Verbelen |
CKS |
Marketing Manager |
Niels Schreyers |
BOONDOGGLE |
Creative Director |
Odin Saillé |
BOONDOGGLE |
Creative Director |
Frederik Cuyvers |
BOONDOGGLE |
Campaign Manager |
Xandra Van Der Mensch |
BOONDOGGLE |
Campaign Manager |
Kristel Vanderlinden |
BOONDOGGLE |
Strategic Director |
Inge Vander Velpen |
BOONDOGGLE |
Managing Director |
Brief Explanation
Main challenges:
> CKS is not a very known brand yet
> Very short timing (only 1,5 month, creation included)
Key objectives:
> Let target group feel that CKS stands for ‘instant happiness’
> Increase visits in the participating stores
> Engage new customers
The Brief
The campaign was aimed to engage new CKS customers and make them feel what CKS stands for: instant happiness. Women who enter the store, become loyal clients at CKS, so the key was to get new potential customers to enter the store. Timing of the campaign was linked to the launch of the new 2014-2015 winter collection, so of course it was crucial that the message was linked to the winter collection.
How the final design was conceived
What’s colder and feels more like "winter" than real ice?
And what’s more convincing than giving new customers a discount?
That’s why we gave them an icy discount! A true ice coupon which was ready to melt if the customer didn’t get in store by time.
Indication of how successful the outcome was in the market
- Physical ice coupon redemption was 100%. In other words: everyone melted for the winter
campaign of CKS.
- 50% more traffic in the participating CKS-stores than average.
- Sales doubled: 200% increase of sales in comparison with the corresponding period in 2013.
The campaign also got a lot of PR-attention, which helped to increase brand awareness and positively influence the brand image.