Winners & Shortlists

GAS FREE FOR 30 SECONDS

TitleGAS FREE FOR 30 SECONDS
BrandGAS JEANS
Product/ServiceFASHION CLOTHES AND ACCESSORIES
Category B03. OTHER CONSUMER PRODUCTS
Entrant Company HAVAS WORLDWIDE DIGITAL MILAN, ITALY
Advertising Agency HAVAS WORLDWIDE DIGITAL MILAN, ITALY
Media Agency 77 AGENCY Milan, ITALY
Credits
Name Company Position
Perrine Ripert Havas Worldwide Digital Milan Ceo
Tommaso Mezzavilla Havas Worldwide Digital Milan Creative Director
Domenico Montemurro Havas Worldwide Digital Milan Art Director
Rosario Floridia Havas Worldwide Digital Milan Copywriter
Benedetta Grossi Havas Worldwide Digital Milan Account Executive
Marco Di Santo Havas Worldwide Digital Milan Project Manager
Andrea Campesato Segnini Havas Worldwide Digital Milan Graphic Designer
Pavel Tuma Havas Worldwide Digital Prague Digital Production Manager
Evan Boesenberg Havas Worldwide Digital Prague Digital Brand Director
Marco Gentile Filmaster Director
Sergi Pons Photo Photographer
Barbara Grotto Grotto Spa Head Oh Marketing And Communication
Sara Grotto Grotto Spa E/Commerce Coordinator
Cristina Cappozzo Grotto Spa Media And Advirtising Cordinator
Valentina Zulian Grotto Spa Pr And Event Cordinator
Cristina Falcinella Grotto Spa Press And Pr Manager

Creative Execution

The operation was planned in three phases: - Teaser: Aim: to generate curiosity and rumours about the event through activity on social networks, dedicated DEM to customers and selected Dbs which are in line with the project. - The launch: the phase was rotated around the Training and the two testimonials Marc Marquez and Barbara Palvin (video of the launch with Marquez, campaign banners, digital PR, social networks, DEM, press campaign). The sales points were also key players in this phase, through materials such as bracelets, bags and window signs dedicated to the FREE GAS FOR 30 SECONDS event. - The digital event: the highlight, the day of the event that all users had been waiting for.

The event "Gas free for 30 seconds" has generated through PR activities coverage for a value of 762.099 €. On 30years.gasjeans.com - 265.000 uniqe visitors in a month - 7 minutes spent on the website - 10.000.000 pageviews on the e-commerce - 42.000 users registred

Gas jeans celebrated its 30th years anniversary in 2014. We decided to celebrate 30 years in 30 seconds, with the project: "GAS FREE FOR 30 SECONDS" a digital event. The idea was to make the Gas Jeans e-commerce totally free for half a minute. We launched the event: digital PR, social media, POS and a web video with Marc Marcquez. The campaign went immediately viral. In order to complete a purchase in 30 seconds, people had to be perfectly prepared to the event. We therefore created a 30-second Training that allowed them to enter the gas jeans online store, select the items they wanted for free, select the size and check out. They also went to physical stores, to discover and try on the items they liked. On the day of the event, in a matter of 30 seconds thousands of people won an item for free. Users who weren't fast enough still received a coupon from Gas Jeans: a 30% discount on all items.