| Title | SPEED TRAP |
| Brand | SIHLCITY SHOPPING CENTER |
| Product/Service | RETAIL |
| Category |
B03. Use of Exhibitions / Installations |
|
Entrant
|
LEO BURNETT SCHWEIZ Zürich, SWITZERLAND
|
|
Idea Creation
|
LEO BURNETT SCHWEIZ Zürich, SWITZERLAND
|
Credits
| Martin Stulz |
Leo Burnett Schweiz AG |
Executive Creative Director |
| David Fischer |
Leo Burnett Schweiz AG |
Creative Director |
| Barbara Hartmann |
Leo Burnett Schweiz AG |
Art Director |
| Anna Leudolph |
Leo Burnett Schweiz AG |
Copy Writer |
| Erasmo Palomba |
Leo Burnett Schweiz AG |
Agency Producer |
The Campaign
Zurich's main shopping street is teeming with stressed-out pedestrians. We drew attention to this with a radar trap: the kind that's used to control speed on the roads. Anyone walking too fast got caught and clocked. The speed tickets distributed turned out to be shopping vouchers for Sihlcity, which is only a couple of miles away.
Campaign Success
So we drew attention to this with a radar trap: the kind that's used to control speed on the roads. Anyone walking too fast got clocked. The speed tickets distributed turned out to be shopping vouchers for Sihlcity, which is only a couple of miles away. Clearly suggesting to handle their shopping at Sihlcity where you can find everything you want directly in one place. Without the store to store shopping rush and stress.
Describe the success of the promotion with both client and consumer including some quantifiable results
Hundreds of pedestrians in the pre-Christmas shopping rush were caught walking too fast.
More than 30% of the vouchers distributed were redeemed at Sihlcity during the Christmas period.
Explain why the method of promotion was most relevant to the product or service
It displays a nice and funny interaction during Christmas season of a retailer directly with pedestrians, the consumer, using an unpopular device: the speed trap clocking pedestrians walking too fast.
We used the fact that most people get into stress-mode when Christmas is around the corner, especially with shopping, be it for the gifts or the Christmas meal. Yet at Sihlcity that's different, its the Shopping Mall close to the city center, where you can find everything you want directly in one place. Christmas shopping there is relaxing, and there's no need to walk long distances, rushing from store to store.