Title	EQUALICARE
Brand	VERBRAUCHERZENTRALE HAMBURG
Product/Service	EQUALICARE
Category	G04. Social Behaviour & Cultural Insight
Entrant	SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation	SERVICEPLAN GERMANY Munich, GERMANY
PR	SERVICEPLAN GERMANY Munich, GERMANY
Production	TEMPOMEDIA Hamburg, GERMANY
Production 2	SUPREME MUSIC Hamburg, GERMANY
Production 3	NHB Hamburg, GERMANY
Production 4	NEVEREST Hamburg, GERMANY
Additional Company	PLAN.NET Munich, GERMANY

Name	Company	Position
Alexander Schill	SERVICEPLAN GERMANY	Global Chief Creative Officer
Thomas Heyen	SERVICEPLAN GERMANY	Managing Partner
Markus Kremer	SERVICEPLAN GERMANY	Managing Partner
Florian Klietz	SERVICEPLAN GERMANY	Managing Partner
Niklas Scholz	SERVICEPLAN GERMANY	Copywriter
Philipp Trübiger	SERVICEPLAN GERMANY	Art Director
Mariah Kattmann	SERVICEPLAN GERMANY	Junior Account Manager
Dennis Fritz	SERVICEPLAN GERMANY	Head of Editing, Head of Motiondesign
Anton Reim	SERVICEPLAN GERMANY	Junior Motion Designer
Christoph Koehler	NEVEREST	Managing Director
Madeliene Pfisterer	NEVEREST	Junior Producer
Britta Tronke	SERVICEPLAN GERMANY	General Manager
Isabelle Schneider	SERVICEPLAN GERMANY	Junior PR-Consultant
Markus Maczey	PLAN.NET	Managing Director / CEO
Michael Reill	PLAN.NET	Executive Creative Director
Philipp Elsner	PLAN.NET	Digital Creative
Peter Haueis	Tempomedia Filmproduktion GmbH	Director
David Südel	Tempomedia Filmproduktion GmbH	DoP
Henrik Hühnken	Tempomedia Filmproduktion GmbH	Editor
Alexander Schildt	Tempomedia Filmproduktion GmbH	Executive Producer
Jana Schneider	Tempomedia Filmproduktion GmbH	Producer
Maximilian Olowinsky	Supreme Music	Composer
Felix Müller	Supreme Music	Composer
Florian Lackenmacher	Supreme Music	Composer
Henning Sommer	Supreme Music	Composer
Chris Buseck	Supreme Music	Composer
Sebastian Schütze	Supreme Music	Composer
Bernhard Pausch	Supreme Music	Composer
Clemens Lockner	Supreme Music	Junior Producer
Fabian Cordsmeier	NHB Next	Producer
Julien von Schultzendorff	NHB Next	Grading
Markus Roseneck	NHB Next	Sound

Why is this work relevant for Brand Experience & Activation?

The most effective way of making someone aware of something is to let him experience it with all their senses. Because studies say that information then can be processed more memorably. This campaign not only explains the topic visually, it also invites people to touch and smell it with an own pop-up store experience.

background

Women pay up to twice as much for gender-specific hygiene items as men. Even though some products have identical ingredients. In fact, some of them only differ in their packaging’s color – pink instead of blue. On top of that, women earn 21% less for their work than men. That’s why the brief was to raise awareness for the whole topic of Pink Tax.

Describe the creative idea (20% of vote)

We invented a new moisturizer which – when being rotated by 180° – turns from a men’s to a women’s product and vice versa. The tube’s pink side addresses women, the blue one men. Although they share the same packaging, the price is different: in line with the average Pink Tax the women’s side is 40% more expensive. We promoted our product in a pop-up store, a web shop, with influencers and on social profiles – letting people experience the Pink Tax firsthand. With the pop-up store we recreated the natural shopping experience where hygiene products usually are being sold. And taking account of studies showing that information is more memorable when it’s experienced by multiple senses, the pop-up store was the perfect solution to transport our message. Here, customers radically experienced inequality in its most concentrated form.

Describe the strategy (20% of vote)

To demonstrate the characteristics of the Pink Tax we used a simple but impactful mechanic: the 180° turn of the moisturizer tube. We reached the people – most importantly women – exactly where they were about to buy a product that is charged with the Pink Tax.

Describe the execution (30% of vote)

The campaign took place from January to March 2019. It all started in January with a teaser in the own web shop and the social profiles, announcing two new products which will be available soon. A few weeks later the first pop-up store opened in Hamburg, Germany. At the same time the product pretended to become available online. The store was not only open to the public but also to journalists and influencers which could get their hands on the new products. In the following days and weeks, German news companies reported about the Pink Tax like never before. Additionally, our own web film documented the campaign for all those who haven’t joined yet.

List the results (30% of vote)

The campaign was covered in more than 100 major PR channels where it generated over 1 billion media impressions – including national TV, newspapers, print magazines, social media and online news sources. It put pressure on the industry to change and powerfully initiated a change towards more equality in Germany.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

In Germany, women pay up to twice as much for gender-specific hygiene items as men. In fact, some products only differ in their color – pink instead of blue. On top of that, women earn 21% less for their work than men.