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The Wrong Gift

The Wrong Gift | Real Plaza | DDB
Download Download JPG | 3530x2502px
basics
Industry: Retail & Distribution
Media:TV & Cinema
Style: Minimalism
descriptioncnen
Why is this work relevant for Brand Experience & Activation?

For the first time, a chain of malls is completly involved with its clients inviting them to shop for a wrong gift for their grandparents on Christmas so that they may return to change it and have more time together. An action that has its success in involving the user to improve the quality of life of the elderly adults.

Background

. Situation

In Peru, 75% of the elderly adults feel abandoned by their families. On Christmas, while all other are doing campaigns for children gifts, no brand worries about this forgotten minority.

. Brief
Create a Christmas campaign that promotes time with elderly adults.

. Objetives

Make a difference with all other brands on Christmas, generate awareness and a new experience with the brand.

Develop a campaign of hard sell that may generate conversation on a theme of social responsibility.

Describe the creative idea (20% of vote)

For Christmas we proposed convincing our clients to buy a wrong gift for their grandparents, to be able to return to the mall to change it and have more time together.

Describe the strategy (20% of vote)

. Target audience (consumer demographic/individuals/organisations)
Peruvians between 20 and 30 years old that fight for the minorities.

. Approach
Not promoting gifts from Christmas and start promoting time with the elderly adult.

Describe the execution (30% of vote)

. Implementation
To announce the idea, we launched a 1 minute spot, accompanied by a digital platform that promoted time with grandparents. From there, we implemented activities in our 19 malls to share more time with them, karaokes, shows, activations and programed visits to give time in homes of elderly adults.

. Timeline

From November 22 to December 28, 2018

. Placement

Malls located in different departments of Peru: Lima, Trujillo, Chiclayo, Arequipa, Piura, Huancayo, Juliaca, Sullana, Chimbote, Pucallpa, Cusco, Piura.


. Scale
National level

List the results (30% of vote)

. Business impact – sales, donations, site traffic.
. Response rate
. Impressions
. Change in behavior
. Consumer awareness

1.2M$ in Free Press
Trending TOPIC 4 DAYS
More than 23mm of people impacted
Nine visits to homes of elderly adults
99% positive sentiment in social media
Increase in visits to elderly adults to our malls accompanied by their families.

Please tell us how you designed/adapted your campaign for the single country / region / market where it aired.

In comparison to other countries, elders in Peru tend to live with family members. Unfortunately, they live under the worst conditions and are often seen as a burden. Recent data from RPP News reveal that 75% of these elders feel abandoned by their families.
This campaign wants to create awareness for Peruvian families about this topic, by offering them a solution that is accessible to anyone: By giving away time.
credit
Brand:
Agency:
Executive Creative Director:
Copywriter:
Art Director:
Account Supervisor:
Planner:
Production Company:
Director:
Other credit:General Creative Director: Sergio Franco
Head of Art: Luciano Leone
General Account Director: Alberto Goachet
Audio Company: Zumba
awards
Cannes Lions International Festival of Creativity 2019
Shortlist Brand Experience & Activation
Single-market Campaign
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