| Title | THE TINY WALLET EFFECT |
| Brand | FRETEX |
| Product/Service | NEW DONATION POINT |
| Category |
A06. EVENTS & EXPERIENTIAL (INCL. STUNTS) |
|
Entrant Company
|
KITCHEN LEO BURNETT Oslo, NORWAY
|
|
Advertising Agency
|
KITCHEN LEO BURNETT Oslo, NORWAY
|
|
Media Agency
|
RED MEDIA Oslo, NORWAY
|
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PR Agency
|
TRIGGER OSLO, NORWAY
|
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Production Company
|
VELCRUX Oslo, NORWAY
|
Credits
| Bendik Romstad |
Kitchen Leo Burnett |
Copywriter |
| Anne Gravingen |
Kitchen Leo Burnett |
Art Director |
| Ole Henrik Stubberud |
Kitchen Leo Burnett |
Art Director |
| Aram Zarkoob |
Kitchen Leo Burnett |
Creative Producer |
| Rune Roalsvig |
Kitchen Leo Burnett |
Account Director |
| Aram Zarkoob |
Kitchen Leo Burnett |
Account Manager |
| Pia Lystad |
Kitchen Leo Burnett |
Graphic Designer |
| Christian Lauritzen |
Kitchen Leo Burnett |
Graphic Designer |
| Bente Kvam Kristoffersen |
Trigger Oslo |
Account Director |
| Øyvind Skogrand |
Trigger Oslo |
Copywriter |
| Asbjørn Korntorp |
Velcrux Oslo |
Producer |
| Ole Marius Elvestad |
Mach Media |
Director/Producer Web/Films |
| Chris Wyatt Mcmillan |
RED Media |
Advisor |
| Adam Gruner |
Kitchen Leo Burnett |
Motion Designer |
The Campaign
The client had limited campaign budget, but still the goals for the campaign was set high. The goal was to make it known cross the country the news that you could now deliver your clothes to Fretex through the Norwegian postal services. Bloggers, local news medias and people on the street was our only low cost option.
The Brief
Our goal was to get the bloggers and the local media to write about the stunt. One of the early strategies was to come up with an idea that would shock Fretex`s audience in a positive way. And in that way make people share their experience. The idea needed to be simple and easy. For it to be an national media news what something we only could wish for.
Results
The campaign had a huge coverage everywhere in Norway, and highest locally 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 in 24 hours.
We have increased the donation with more that 14%, that means 1500 tons since campaign launch.
Execution
At 10:05 am on a Wednesday morning we had gathered over 50 people, who volunteered in all ages, throughout 10 different locations in Norway to go to their local postal office and start taking their clothes off. At 2 locations we had hidden cameras all day. After filming we had exactly 1 hour to put together the film and send it out to the local news. That seemed not to be necessary. The local newspapers had already shown up most of the local places and people sent their mobile phone film to the news. And most of those were used in the coverage of the stunt.
The Situation
The client had a very limited campaign budget, but still the goals for the campaign was set really high. Bloggers, local news medias and people on the street was our only low cost option to get the news out.
The Strategy
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. A contrast between what people usually is used to know the brand after in a national campaign.