2020 Brand Experience & Activation

ENJOY BEFORE RETURNING

Grand Prix

Case Film

Presentation Image

TitleENJOY BEFORE RETURNING
BrandDIESEL
Category C07. Customer Acquisition & Retention
Product/ServiceDIESEL
Entrant PUBLICIS ITALY Milan, ITALY
Idea Creation PUBLICIS ITALY Milan, ITALY
Production SMUGGLER London, UNITED KINGDOM
Post Production SIZZER AMSTERDAM, THE NETHERLANDS
Credits
Name Company Position
Bruno Bertelli Publicis Italy Global CCO Publicis WW
Cristiana Boccassini Publicis Italy Chief Creative Officer Publicis Italy
Mihnea Gheorghiu Publicis Italy Global Executive Creative Director Publicis Italy
Thiago Cruz Publicis Italy Creative Director Publicis Italy
Costanza Rossi Publicis Italy Creative Supervisor Publicis Italy
Sébastien Rouvière Publicis Italy Copywriter
Andrea Sarcullo Publicis Italy Art Director Publicis Italy
Ilaria Castiglioni Publicis Italy Digital Account Director Publicis Italy
Filippo D’Andrea Publicis Italy Account Director
Mirko De Martini Publicis Italy Account Executive Publicis Italy
Monica Radulescu Publicis Italy Senior Strategic Planner
Doina Tatu Publicis Italy Social Media Manager
Francesca Zazzera Publicis Italy Head of TV Production
Erica Lora Lamia Publicis Italy TV Producer
Caterina Collesano Publicis Italy Art Buyer
Marcella Garutti Publicis Italy Art Buyer
Fergus Brown Smuggler Executive Producer
Chris Barrett Smuggler Executive Producer
Javier Alejandro Smuggler Producer
Kaname Onoyama Smuggler Director Of Photography
Luci Ellis Smuggler Stylist
Angelo Pennetta Art Partner Photographer/ Director
Errol Rainey Art Partner Director Of Photography
Julia Sarr-Jamois Art Partner Stylist
Julia Lange Art Partner Casting
Lotten Holmqvist Art Partner Make-up
Syd Hayes Art Partner Hair
Anatole Rainey Art Partner Nails
Alice Kirkpatrick Art Partner Set Design
Ryan Chappell Art Partner Choreographer

Why is this work relevant for Brand Experience & Activation?

For the launch of the FW19 collection, Diesel embraced wardrobing as something normal, and turned their return policy into the global campaign. From organizing exclusive fashion week parties where you could go in only if you had your tag out (all brands welcome) and all the way to turning people’s photos of wearing the clothes they want to return as valid “receipts” for when (and if) they want to return something they bought.

Background

Wardrobing is the act of buying clothes, wearing them for the occasion and returning them within 14 days for a full refund. Wardrobing costs the fashion industry $15 billions/year. How can a brand fight it? Some fashion retailers go as far as blacklisting customers who usually return items.

Describe the creative idea (20% of vote)

If nothing can make people stop wardrobing, then why try to stop them at all? For the launch of the FW19 collection, Diesel embraced wardrobing and encouraged people to ENJOY BEFORE RETURNING.

Describe the strategy (20% of vote)

Some fashion retailers even go as far as blacklisting customers who usually return items. Does that work? No. People still return clothes. It’s a behaviour so deeply embedded into this generation DNA that maybe the best way to fight it is to not fight it at all.

Describe the execution (30% of vote)

Diesel’s return policy became the central part of the global communication, whether it was turned into a song for the launch film or slapped all over fashion visuals, while portraying consumers planning on returning and wearing the tag out unapologetically. The campaign was timed to the global Fashion Week events, when wardrobing spikes, and Diesel’s parties were accessible only to those who kept the labels out, no matter the brand. People’s photos with themselves wearing DIESEL item’s with the tag out counted as VALID discount coupons for their next purchase on ecommerce.

List the results (30% of vote)

People called us crazy. Competition called us crazy. Well, besides becoming the talk of town, the approach helped to actually REDUCE the Diesel returns by 9% globally and the sales went up with 24% GLOBALLY, where more than half came from new customers – people in the younger age groups who never considered DIESEL before.