Campanie
JM
Since 1999, Otter, the multi-brand store, has gained recognition on the local market, becoming a credible retail business on a national level and targeting mostly men and women, 35-45 y.o, medium and high income. In the recent years, the brand has moved from the offline to the online environment, where its targeted audience can be found. This transition, although smooth, has affected the brand's visibility (it is not easy to be present offline, and, all of a sudden, to be found after a click, on www.otter.ro).
Our challenge: to let people know that Otter is still the same multi-brand store, close to their needs, although it can be found online, not offline. Thus, increasing the brand image on the market, its visibility and favorability, with an expected impact on the sales objectives.
Our challenge: to let people know that Otter is still the same multi-brand store, close to their needs, although it can be found online, not offline. Thus, increasing the brand image on the market, its visibility and favorability, with an expected impact on the sales objectives.
General Information:
Strategy:
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But how we do this so that people would remember Otter, on and on? By adding an extra-layer to the brand attributes, not exploited before. Which brought the people closer than ever, to the brand and to themselves. It all started with a question which easily became our number one insight: why are the people keep saying that “I HAVE NOTHING TO WEAR?”. Are we really sure about that, when opening our closet? While, for us, this is just a way of saying that we want more, for others is the harsh reality, the lack of options. So, why not fulfilling our desire to buy something new, while helping those in need, at the same time? This is the beginning of The Otter Shoes campaign, a CSR project in which Otter has been, together with the Red Cross and the Twin Wash partners, the trigger that helped the people to get involved and think outside their own shoe closet. Thus, their shoes continued their way to make someone happy, without being forgotten in the NOTHING TO WEAR statement – encouraging Otter clients to clean their closet and their mind as well. The campaign mechanism was simple and easy to be understood, in three steps: 1. enter www.otter.ro and ask for the courier to come; 2. prepare your package; 3. make someone happy. This act of generosity did not involve buying a new pair of shoes (this was always optional, the good deeds came first). |
Execution:
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