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The Organ Donor Price Tag

The Organ Donor Price Tag | Beyond Retro | BBDO
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basics
Industry: Public interest & Non-profit
Media:Cyber
Market:Sweden
Style: Minimalism
descriptioncnen
Synopsis
Beyond Retro is a vintage clothing company with a strong social purpose. They are really passionate about recycling and sustainability. Just as the customers that shop in their stores. In 2017, Beyond Retro wanted to profile themselves as the number one vintage clothing company in Sweden – that’s really serious about recycling. How? By taking recycling to the next level and showing shoppers the true power of it. However, Beyond Retro’s budget was low. Our objective was to do something on a small scale that would garner huge interest and engagement from Beyond Retro’s target audience as well as everyone else. We didn’t have the budget to plaster the whole town with our message. We had to do something else. So we redesigned something that already existed in Beyond Retro stores. And created a game-changing media channel for them to communicate their brand purpose.
Strategy
85% of Swedes want to donate their organs. But only 15% are donors. Young people especially don’t know how easy it is to become a donor. As Beyond Retro’s target audience is young people, this was our focus. We made it easy for them to become donors. Literally by putting donor cards in their hands. Because that’s the only thing you need. A card in your wallet, working like a legal document. The unique aspect of this campaign is our main media channel: the redesigned price tag. We used a previously unused space with great potential to directly engage and activate. When you shop you ALWAYS interact with the price tag. You have it in your hand, it follows you home. This direct and natural contact makes the step minimal to become a donor. It’s the perfect media-channel, as you naturally interact with it in a direct manner.
Relevancy
Beyond Retro is a vintage clothing company with a strong social purpose. They love recycling, just as the shoppers that shop in their stores. Now, Beyond Retro want to show the true power of recycling, that it can save lives. According to a recent EU-survey, 85% of all Swedes want to donate organs. But only 15% are registered donors. Making their price tags double as Organ Donor Cards, creating a whole new media-channel, Beyond Retro engaged and encouraged more Swedes to actively and directly take the step and become donors as soon as they went into a Beyond Retro store.
Outcome
By the first week, we knew that the initiative was a great success. We have seen an enormous interest and engagement from customers walking in to every Beyond Retro store in Sweden. The staff have been love-bombed. We have a reach of 20 783 600 earned media impressions. As we launched, mentions of “Organ Donation” increased by 263% on social media. That’s with £723 in total budget. Every day, 300 pieces of clothing with our price tag leave Beyond Retro stores. That’s 300 potential new donors in Sweden each day. This isn’t a short term campaign. They will be used from here on in Beyond Retro stores in Sweden. The campaign communicates Beyond Retro’s passion, and show customers the importance of recycling. That recycling not only gives new life to old clothes, it can also give new life to people who wear the clothes. That’s the true power of recycling.
Execution
The Organ Donor Price Tag is a redesign of Beyond Retro’s old price tags. They have one innovative and unique extension: organ donor cards. Made out of 100% recycled paper, separated from the regular price tag with a perforation, making it really easy to tear off the card from the tag. We went live 25 september. 40.000 price-tags (printing budget: £723) was attached to garments in every Beyond Retro store in all three Beyond Retro stores in Sweden. Target audience was primarily Beyond Retro’s customers in their stores. The launch was communicated through a SoMe casefilm spread organically, in-store posters and the actual price-tags in store, the price-tags being our main media channel. A unique and never-before-seen media-channel that shoppers have direct and natural contact with.
CampaignDescription
Beyond Retro love recycling. Just as the shoppers that shop in their store. And now Beyond Retro wanted to show their shoppers the true power of recycling. How? Organ donation is the greatest form of recycling. That can actually save lives. That’s the true power of recycling. In Sweden we can’t sign up as donors on driving licenses (or IDs). We sign up separately. So even though 85% want to become donors (according to a recent EU-survey), only 15% are. It’s simply not easy enough to become one. That’s what we needed to change. To make people become donors and promote recycling, we redesigned Beyond Retros price-tags and created The Organ Donor Price Tag. We added one innovative extension to the price tags: organ donor cards. Tear off the organ donor card from the price tag, sign it and keep it in your wallet. Voila! You’re a valid organ donor.
credit
Brand:
Agency:
Copywriter:
Art Director:
Photography:
Design:
Account Manager:
Planner:
Other credit:Creative: Nayeli Kremb
PR: Jenny Canborn
Stylist: Monifa Love
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Sectors > Corporate Social Responsibility (CSR) / Corporate Image
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