Brand | OASIS MALLS (LANDMARK GROUP) |
Product/Service | OASIS MALL, DUBAI |
Entrant | BPG BATES Dubai, UNITED ARAB EMIRATES |
Category | Corporate Social Responsibility |
Idea Creation
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BPG BATES Dubai, UNITED ARAB EMIRATES
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The Campaign
To capture the attention of an otherwise distracted audience, we set up an unusual exhibition - one that displayed tattered children's clothes alongside poignant stories of the children who wore and treasured them. Our aim was to not just create empathy for what children endured in refugee camps, but also provide a context for the kind of help that was needed - useable winter clothing.
Creative Execution
Implementation:
An exhibition of tattered clothes alongside poignant stories of children who treasured them.
Timeline:
November 2, 2017 - December 2, 2017
Placement:
Oasis Mall, Dubai
Scale:
120cm x 60cm posters on custom-built frames.
Describe the success of the promotion with both client and consumer including some quantifiable results
Business impact:
8,670 kg of pre-loved winter clothes and AED 85,000 worth of new clothes donated by mall visitors.
Response rate:
An average of 289 kg of clothes collected every day.
Change in behaviour:
People donated warm clothes instead of just disposing clothes that were of no use during the winter months.
Consumer awareness:
The campaign garnered enough response for the brand to extend the activation to KSA and Oman.
Explain why the method of promotion was most relevant to the product or service
"Tales Of Clothes" positively engaged consumers and re-framed clothes donation as something more than just disposing unwanted clothes from the wardrobe. Over a period of one month, it moved people to participate in an initiative that aims to help address a very topical and pertinent problem.
Target Audience:
All mall visitors, primarily Asians and Arabs.
Approach:
All clothes donation drives follow a cookie cutter format. Put a box and ask everyone to fill it up. Unfortunately this only encourages people to just purge their closet and leaves charitable organisations with clothes that are practically useless.
The only way we could change this behaviour was to give people more insight into who needed the clothes and why. "Tales Of Clothes" achieves this with a stark display that combines disturbing visuals of tattered children's clothes alongside touching stories of their owners.
Credits
Micky Kalita |
BPG | bates |
Associate Creative Director |
Kenneth Barnes |
BPG | bates |
Art Director |
Abraham Varughese |
BPG | bates |
Executive Creative Director |
Siddarth Sivaprakash |
BPG | bates |
Group Account Director |
Imane Bouayad |
BPG | bates |
Account Executive |
Rahul Saxena |
Landmark Group |
Head of Marketing - Oasis Malls |