C&a: Changing Room

Credits & Description:

Sub Category: Best Use Of Merchandising/In-Store Marketing Incl. Promotional Packaging
Company Entering: Beijing Dentsu Advertising Co., Ltd, Beijing
Entry Title: Changing Room
Brand: C&A
Advertiser: C&A(China)Co.,Ltd
Agency: Beijing Dentsu Advertising Co., Ltd., Beijing
Executive Creative Director: Kazuki Tsuburaku/Manabu Hoshino
Creative Director: Xiaochun Chen/Yihong Kang
Copywriter: Si Tan
Art Director: Hongfei Zhang/Xiaoli Liu
Account Director: Hiro Konoe (D2c China)
Account Manager: Rita Zhang (D2c China)
Account Executive: Misa Chen (D2c China)
Film Production Company: Tianli(Beijing)Advertising Co., Ltd., Beijing
Director: Haoyang Liu
Cinematographer: Honglin Zhang
Executive Producer: Haifeng Jin
Special Effects Company: Cineaste Media Company Limited, Beijing
Visual Effects: Xiaobo Zhong
Sound Production Company: Creative Audio Palace, Beijing
Music Composer: Wei Zhang
The Brief: As An International Clothing Brand, C&A Hope To Share Their Warmth To The World With Clothes To Children In The Impoverished Mountainous Areas Of China. For Them, Buying A Piece Of Warm Clothing Is A Luxury. What Can We Do To Share The Warms With Them?
The Strategy: The Main Target Of C&A Is Young People. They Love Shopping. The End Of Year Is Big Sales Season (Winter Discounts). This Makes People Even More Excited About Shopping. During This Time, How Can We Make People In The City Enjoy Donation At Stores, And Share The Warms With Children Who Are In Need?
The Execution: We Created A Special “Changing Room” In The Fitting Room Of Their Store. In This Room, You Do Not Only Change Your Clothes, But Also Childrens Life. When The Customers Enter The Changing Room And Put Their Clothes On The Hook, It Activates A Led Screen, And Show You A Child In Need. Then You Can Choose How Much Of Your Discount You Would Like To Donate. The Event Was Held From 2015.12.10 To 2016.01.10 At C&A Retail Store In China. Meanwhile, This Campaign Is Being Promoted On C&As Official Wechat And Weibo.
The Result: In Comparison With Previous Three Weeks, Sales Increased 22.3% Within The First Three Weeks Of This Event. Even Though Chinese People Are Not Used To Donating Money, This Campaign Succeeded In Collecting Contributions.