Title	THE TINY WALLET EFFECT
Brand	FRETEX
Product/Service	NEW DONATION POINT
Category	A06. USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING
Entrant Company	KITCHEN LEO BURNETT Oslo, NORWAY
Advertising Agency	KITCHEN LEO BURNETT Oslo, NORWAY
Media Agency	RED MEDIA Oslo, NORWAY
Production Company	VELCRUX Oslo, NORWAY

Name	Company	Position
Bendik Romstad	Kitchen Leo Burnett	Copywriter
Ole Henrik Stubberud	Kitchen Leo Burnett	Art Director
Anne Gravingen	Kitchen Leo Burnett	Art Director
Aram Zarkoob	Kitchen Leo Burnett	Account Manager
Aram Zarkoob	Kitchen Leo Burnett	Creative Producer
Pia Lystad	Kitchen Leo Burnett	Graphic Designer
Christian Lauritzen	Kitchen Leo Burnett	Graphic Designer
Adam Gruner	Kitchen Leo Burnett	Motion Designer
Bente Kvam Kristoffersen	Trigger Oslo	Account Director
Øyvind Skogrand	Trigger Oslo	Copywriter
Chris Wyatt Mcmillan	RED Media	Advisor
Asbjørn Korntorp	Velcrux Oslo	Producer
Ole Marius Elvestad	Velcrux Oslo	Director/Dop

Results and Effectiveness

The campaign had a huge coverage every­where in Norway, especially in places where there is no alternative recycling form available. The small investment Salvation Army had made they got back 9 times in media attention. Within 24 hours the stunt received 172 news stories as well as stories on the major TV stations. We have increased the donation with more that 14%, that means 1500 tons since campaign launch.

Creative Execution

The stunt was organized at 10 different locations around in Norway simultaneously. We had notified the local media that something was going to happen, without letting them in about the stunt. In addition to the press event, immediately after the stunt we sent out a national press release that ensured massive national coverage. The Salvation Army' own representatives were present for the press in each local location. In that way we secured that the message was properly conveyed across the country. One of the main reasons of why it got shared that much as it did was primarily because passers posted pictures and movie clips on their social media apps. Something unexpected from a loved brand in Norway, drew massive attention.

Insights, Strategy and the Idea

The Salvation Army has a big heart, but a tiny marketing wallet. So when we wanted to tell people the news about that they could now donate clothes at the Post Office, we needed to do something that people wouldn’t expect from a Christian organization. Something that was unexpected and that caught attention. We made people strip of their clothes and hand it in a FretexBag in a public postal office and then leave half naked.