Winners & Shortlists

THE TINY WALLET EFFECT

TitleTHE TINY WALLET EFFECT
BrandFRETEX
Product/ServiceNEW DONATION POINT
Category A09. LAUNCH OR RE-LAUNCH
Entrant Company KITCHEN LEO BURNETT Oslo, NORWAY
Advertising Agency KITCHEN LEO BURNETT Oslo, NORWAY
Media Agency RED MEDIA Oslo, NORWAY
PR Agency TRIGGER OSLO, NORWAY
Production Company VELCRUX Oslo, NORWAY
Credits
Name Company Position
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 tonns 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.