Cannes Lions

BAWX

BARTON F. GRAF 9000, New York / BLUE SKY BRIDGE AND CHARLEY DAVIDSON LEUKEMIA FUND / 2014

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Overview

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Credits

OVERVIEW

Description

Bawx was founded on a simple insight; children of a certain age would rather play with the box their gift comes in than the actual gift. Bawx can be anything a child’s imagination wants it to be. While one could argue, correctly, that Bawx is just a box with a fancy name, it is also quite possibly the best gift ever. Or if nothing else, a nice way to give a child many gifts in an empty box.

The campaign spread the word about Bawx by synchronizing the publishing date of the online retail site, social media activation across multiple platforms and a targeted press release.

The goal was to support two very deserving children’s charities. The results were impressive; hundreds of dollars worth of Bawx orders were placed in the first week, and the non-profit toy was featured on major news organizations like Bloomberg and FastCompany.

The PR campaign alone was responsible for stealing attention from all the other toys marketed during the holiday season. And with a product that was literally an empty box, this was no small challenge.

Execution

The campaign was successful in keeping to the planned PR strategy. When the retail site went live on December 10th, the release was individually sent to a select group of advertising and technology industry reporters. At the same time, both the founders and the charity organizations promoted the site via social media.

Outcome

Within two weeks of going live, 93 Bawx orders were placed online. Many at the highest price of $499. Trend Hunter named the Bawx the “#17 story in holiday charity trends”, and donations to the Charley Davidson Leukemia Fund doubled from the same time period last year. Bawx was featured in FastCompany, on Bloomberg TV, and across a range of national media publications. By the time Christmas Day arrived, the Bawx website had been viewed over 15,000 times.

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