ÇİNİCİ – Dream Trip

Task

Develop an incentive campaign to introduce a new Summer collection. The client wanted a trip as a main prize.

Insight

Trip is a common prize used by many companies from virtually every industry. People became quite unresponsive to ads promising trips to Dubai, Paris etc.

Another challenge was ÇİNİCİ's market - consumers of classic cloths. ÇİNİCİ's long-term strategy is shifting from classic to smart casual cloth market. So to capture interest of this quite passive audience we had to engage them in the process, make them active participant of the campaign.

Solution

We came up with the idea to set just one prize - a dream trip for two. No trick. The winner could choose any place on Earth, and ÇİNİCİ would send them there.

We created a simple social network www.seyahet.im ("seyahetim" means "my trip") and launched a teaser overlay banner inviting audience to share travel dreams. The message sounds: "Share your travel dream! Who knows.. may be it will happen..". Another teaser tool was a real-time News Tick on news websites showing the real people sharing the dream destination on www.seyahet.im

After getting a widest-ever buzz in Aznet, we launched a main communication where ÇİNİCİ, in association with Seyahet.im (not as the owner of the network), announced the campaign.

Customers used to get 1 code (by SMS) for each 50AZN (130AZN=2 codes) spent in any of three ÇİNİCİ stores

Tools

Social Networking Website, Rich-Media Banner, Blog