2015 Winners & Shortlists

Results and Effectiveness

15% of customers at the store throughout the priod the campaign ran made a donation. Furthermore, we increased the average in-store donation 7 fold through this initiative.

Creative Execution

We took a regular display rail in store and dressed it with hangers and tags, minus the items of clothing. It took up a prime location in store and was complemented by child manikins that had no clothing. In-store communication touchpoints were used to make customers aware of the collection wherever possible.

Insights, Strategy and the Idea

To drive donations for the Red Crescent’s Syrian refugee fund from customers of Max Fashions. We decided to do this by targeting customers when in they were in the “buying” mindset in stores. When we are indulging in an unnecessary purchase for ourselves we are more likely to feel guilt about our decision and thus donate to good causes at the point of purchase. We developed a children’s range of intangible, emotional clothing to be sold in-store alongside regular items. We called this imaginary range the Care Collection and supported it with in-store communications. Donations can be very intangible, we never really know where they go. Combined with this we demonstrated that a small donation can help keep Syrian families a little warmer this winter through our emotionally named products. This idea aimed to make donations more tangible and real.