Maciej Zasada/Kamil Chruscinski/Thomasz Sapinski/Christian Hergarten/Beode Rebit
Unit9
Digital Development
Stefan Bader
Unit9
Executive Producer
Ketchum Pleon Gmbh
Pr Agency
The Brief
On the anniversary of the Rana Plaza sweatshop collapsing, killing over 1,100, Fashion Revolution needed to raise awareness and get people around the world questioning how their clothes were made. People are aware of the problem, yet it evades their conscience at the time of purchase. So we wanted to see if people would still buy a T-shirt if they were confronted with how it was produced.
Campaign Success
For one day the vending machine was implemented in a busy shopping area in Berlin, Germany in April 2015. Hidden cameras filmed people’s reactions. A documentary film was then used to spread the idea. Since our target audience are those keen in keeping up to date with fashion and trends and the video began to trend our audience also became more aware of their purchasing power.
Describe the success of the promotion with both client and consumer including some quantifiable results
The good news is that 90% of the people using the vending machine decided to donate the money to the Fashion Revolution cause rather than buy the 2 Euro T-Shirt. The better news is that the experiment illustrated the issue of global sweatshops in a way that traditional and social media couldn’t wait to share. In the first 7 days:
- 3+ million views on YouTube
- #1 in the global ads chart
- 25 million social media impressions
- the film reached over 200 countries
- Worldwide press coverage with over 50 million media impressions
- The film was Broadcasted on Germany’s largest news networks
- 50% of all social media and news posts where shared further.
Explain why the method of promotion was most relevant to the product or service
Fashion Revolution is an organisation fighting for better working conditions for those working in sweatshops. Fashion Revolution started in response to the Rana Plaza collapsing on April 24, 2013, which killed over 1,100 people. So we created an experiment, in a busy shopping area, to test whether people had compassion for those making our clothes. A vending machine, filled with cheap T-shirts, promised a bargain at 2 Euros, but when the shopper put their 2 Euros in they were confronted with a video. The video exposed the life threatening conditions the T-shirt had been made in and asked whether they would like to still buy it, or donate the money? The result was heartwarming: 90% of people changed their minds and decided to donate rather than buy the T-shirt. For those who did buy a T-shirt received a T-shirt wrapped in information about the necessity for a „Fashion Revolution“.