Title	THE SHITTIEST CAMPAIGN OF THE YEAR
Brand	HELLY HANSEN WORKWEAR CENTER
Product/Service	PROMOTION
Category	B07. Use of Competitions & Promotional Games
Entrant	Y&R GROUP SWITZERLAND Zürich, SWITZERLAND
Idea Creation	Y&R GROUP SWITZERLAND Zürich, SWITZERLAND
Media Placement	Y&R GROUP SWITZERLAND Zürich, SWITZERLAND
PR	Y&R GROUP SWITZERLAND Zürich, SWITZERLAND

Name	Company	Position
Swen Morath	Y&R Group Switzerland	Creative Director
Susanne Weeber	Y&R Group Switzerland	Art Director
Julia Brandstätter	Y&R Group Switzerland	Copywriter
Jeremy Küng	Y&R Group Switzerland	Screendesign
Robert Seidl	Y&R Group Switzerland	Principal Frontend Developer
Manuel Meier	Y&R Group Switzerland	Senior Frontend Developer
Fabian Bräm	Y&R Group Switzerland	Frontend Developer
Roger Krage	Y&R Group Switzerland	Senior Account Manager
Carmela Dias	Y&R Group Switzerland	Senior Account Manager
Charlotte Petri	Y&R Group Switzerland	Senior Account Executive
Andrea Pramor	Y&R Group Switzerland	Strategic Planner

The Campaign

Bears are the only animals that sleep all winter without having to shit. So the first bear shit marks the end of winter and the start of our sales. That’s why Helly Hansen has teamed up with the Swiss Nature Park Goldau to organize a joint promotional event. We began our campaign by leading people to a microsite where they could guess when Evi the bear would wake up and have her first poo. Whoever guessed the exact date would win a Helly Hansen voucher and a yearly pass to the Nature Park. On March 22nd Evi woke up and shat. We collected her valuable assets and invited all participants of the competition to the big weighing event. Why? The size of our winter sale discount would be directly determined by the weight of Evi`s shit. 420 grams meant all shoppers would share the glory of a 42% discount.

Campaign Success

Talking about shit is kind of difficult. Thats why we decided to have a very distinctive visual world with high-end post-production. A funny and cute key-visual of a shitting bear and a microsite designed with hand lettering, icons and nature photography.

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

Helly Hansen had a 48% sales increase compared to the last winter sale and the Nature Park Goldau had three times more visitors than usual at this time of the year. The microsite had more than 20.000 visitors in the first two weeks of the promotion and more than 5.000 people took part in the competition, which is a fantastic result in a small country like Switzerland. The intense media presence of the campaign also resulted in a strong growth of the brand awareness for both clients.

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

On March 22nd Evi woke up and shat. We collected her valuable assets and invited all participants of the competition to the big weighing event. Why? The size of our winter sale discount would be directly determined by the weight of Evi`s shit. 420 grams meant all shoppers would share the glory of a 42% discount.

Due to a clear call to action, posters, banners, digital boards, billboards, postcards, in store ads and give-aways lead our audience to the microsite www.baereschiss.ch including a competition. Social Media was used to keep our fan community updated. Intense PR work to generate buzz on TV, Radio, Print and Online. Big weighing event and intense sale promotion after the event, including personalized E-Mails. Our target audience are nature-lovers and outdoor-fans. People of all ages, who spend a lot of time outdoors – even in the winter – whether for leisure, sports or work. Our approach was to involve the audiences of both partners in a surprising way. And to generate entertaining content, that will be shared by people and media.