| Title | FROZEN SHOPPING |
| Brand | CKS |
| Product/Service | CLOTHING RETAILER |
| Category |
A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS |
|
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 |
The Brief
The campaign was aimed to engage new CKS customers and make them feel what CKS stands for: instant happiness. Women who enter the store, become loyal clients at CKS, so the key was to get new potential customers to enter the store. Timing of
the campaign was linked to the launch of the new 2014-2015 winter collection.
Describe how the promotion developed from concept to implementation
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 gave them an icy discount! A true ice coupon which melted if the customer didn't get in store by time.
We projected to have all ice coupons redeemed.
We also targeted potential customers through an emailing with digital coupon, aiming at a
redemption of min. 1%
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign was very succesfull:
- Physcial 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.
Explain why the method of promotion was most relevant to the product or service
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.
Offering 'instant happiness' is CKS' mission, and this campaign offered exactly that, not just
because of the instant discount, but even more because of the unexpected experience.