| Title | FROZEN SHOPPING |
| Brand | CKS |
| Product/Service | CLOTHING RETAILER |
| Category |
A06. USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING |
|
Entrant Company
|
BOONDOGGLE Leuven, BELGIUM
|
|
Advertising Agency
|
BOONDOGGLE Leuven, BELGIUM
|
|
Production Company
|
WE MAKE YOU HAPPY Gent, 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 |
Results and Effectiveness
The campaign was very succesfull:
- 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.
- 28% of targeted audience opened the email and 8% of them redeemed their digital coupon.
The campaign also got a lot of PR-attention, which helped to increase brand awareness and positively influence the brand image.
Creative Execution
The medium of choice was the key element in this campaign: an ice coupon, which was distributed to potential clients, passing by the CKS store.
We promoted the activation with branded ice statues on central locations in the city, an emailing and a facebook contest.
Insights, Strategy and the Idea
Objective was to attract new shoppers to the CKS stores to discover the new winter collection of the Belgian fashion brand CKS and make them feel what CKS stands for: instant happiness.
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 created a retail first: we invented a coupon people had to use immediately. The Ice Coupon, offer valid until melted. A cool idea to launch the new winter collection.