THE MAGIC BUS STOP HANDING OUT CHRISTMAS GIFTS
| Title | THE MAGIC BUS STOP HANDING OUT CHRISTMAS GIFTS |
| Brand | AVON |
| Product/Service | COSMETICS |
| Category |
B03. Use of Outdoor |
|
Entrant
|
STARMEDIA Bratislava, SLOVAK REPUBLIC
|
|
Idea Creation
|
STARMEDIA Bratislava, SLOVAK REPUBLIC
|
|
Media Placement
|
STARMEDIA Bratislava, SLOVAK REPUBLIC
|
Credits
| Lukáš Hausenblas |
Lukáš Hausenblas (freelancer) |
Photographer |
| Michal Skurovec |
Michal Skurovec (freelancer) |
DTP Specialist |
| David Šabacký |
SW-Swana |
Manager |
| Alena Babichová |
J.C.Decaux Slovakia |
Senior Sales Manager |
The Campaign
Mainly, the time before Christmas is when women take care of their family members more than themselves. And finally they are happy when they see how their gifts surprise and delight the others. But who will make them happy?
Creative Execution
Through special branding with a tailor made mechanism of an advent calendar, we transformed a standard bus stop, one of the most frequented in Bratislava (the capital). The advent calendar, which was created especially for this bus stop’s OOH showcase, was made up of 24 locked gift windows. The bus stop lit up every day at a different time and a voice recording invited people to take the Avon gift from one opened window. Women could take our Christmas surprise directly by the street.
The video invitation generated more than 120000 impressions with a 44% engagement rate on key social platforms. Every person who was reached performed 1,2 actions on it.
The final price was only 0,004€ per view!
The Avon fan page gained 2814 new fans. It was the best month of the year!
Finally, the campaign generated dozens of spontaneous media articles and reached almost 170000 women from our target audience.
Based on strong insight we prepared special mechanism which transformed a standard bus stop to an advent calendar with the most popular Avon products offered to passers-by.
Insights, Strategy and the Idea
December is one of the busiest months of the year for women. The only focus of their interest is the happiness of their family members. So we decided to be the ones to make them happy by giving a gift just for them. Together with Avon, we prepared cosmetic packages with the most popular products to surprise them at an unexpected place, and sent the message about this advent surprise through a video invitation on social platforms. So we created an emotional connection between Avon and women.