Title	THE OVERWEIGHT BAGGAGE DROP
Brand	FRETEX
Product/Service	SECOND HAND STORE
Category	A05. Product Launch/re-Launch or Multi-Product Promotion
Entrant Company	KITCHEN LEO BURNETT Oslo, NORWAY
Advertising Agency	KITCHEN LEO BURNETT Oslo, NORWAY

Name	Company	Position
Torkel Bjørnstad Sveen	Kitchen Leo Burnett	Art Director
Ola Øvrelid	Kitchen Leo Burnett	Copywriter
Kjetill Nybø	Kitchen Leo Burnett	Art Director
Anders Holm	Kitchen Leo Burnett	Copywriter
Ole Henrik Stubberud	Kitchen Leo Burnett	Art Director
Bendik Romstad	Kitchen Leo Burnett	Copywriter
Anne Gravningen	Kitchen Leo Burnett	Art Director
Per Erik Jarl	Kitchen Leo Burnett	Art Director
Christian Hygen	Kitchen Leo Burnett	Copywriter
Maren Grims	Kitchen Leo Burnett	Copywriter
May Linn Michaelsen	Kitchen Leo Burnett	Art Director/Energy Pool
Melissa Kristiansen	Kitchen Leo Burnett	Art Director/Energy Pool
Caroline Weseth	Kitchen Leo Burnett	Graphic Designer
Pia Lystad	Kitchen Leo Burnett	Graphic Designer
Helene Follesøy	Kitchen Leo Burnett	Account Manager
Aram Zarkoob	Kitchen Leo Burnett	Creative Produser/Account Manager
Bjørn Polmar	Kitchen Leo Burnett	Account Director

The Brief

Norwegians have a good relationship to Fretex but even though people like to help Fretex, the act of donating is sometimes neglected for the sake of convenience. It is just a to big imposition to move clothes, furniture or other hefty objects across town. We noticed people who were inclined to donate, sometimes chose not to because of the inconvenience. The strategy was to lower the barrier to donate by finding smoother and less inconvenient ways for people to donate clothes.

Campaign Success

We choose Rygge airport that is mainly trafficked by low-price airline carriers, who are known to be strict on their baggage policies and fees. The execution was consisted of a donation box, a baggage scale and boards that told the audience it is more logical to donate overweight baggage than paying airline fees, which are sometimes more expensive than the the baggage is actually worth. We also provided information on all the airlines policies regarding baggage weight and fees, so the travellers could see for themselves how much they would have to pay to check in the overweight baggage. The plan was to collect as much clothes as possible, and the box turned out to be more effective than other collection boxes in the same district.

Describe the success of the promotion with both client and consumer including some quantifiable results

The objective was to receive as much donations as possible. Normally we have to get information out to people where our boxes are and the consumers have to plan when and where they will donate. The box at the airport was not advertised or mapped in any way. Still it was even more effective then other boxes, thanks to the smart location where we were only exposed to people who had something to donate at hand. To fill up (which means collecting approx. 250 kilos of clothes) a collection box takes in average14 days in this district - but our box at the airport filled up much quicker with a rate of about 10% per day which makes it 29% more effective then the average box.

Explain why the method of promotion was most relevant to the product or service

Fretex is a chain of Charity thrift shops that relies on people to donate clothes. This was an activation event, tailored to activate people to donate offhand. The stunt was carried out at an airport, consisting of a donation box, baggage-scale and information about airlines overweight baggage fees. Using boards we urged people to donate their overweight baggage instead of paying expensive airline fees to check it in. This is the only location where not just Fretex but also target audience would get a benefit from donating (besides karma points) since they could save money on expensive baggage fees. With this placement we reached people who already had clothes to donate at hand, and who also had an extra incentive to donate - to save some airline fees. Activation is at heart in this idea since it is based on audience responding to the instalment and donating offhand.