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

Name	Company	Position
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.