Spikes Asia

Guilty Free Festival

WOLF, Bangkok / CENTRAL DEPARTMENT STORE / 2022

Awards:

4 Shortlisted Spikes Asia
Presentation Image
Case Film
Presentation Image
Case Film
Film
Supporting Images
Supporting Images
Supporting Images
Supporting Images
Supporting Images
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Background

The campaign derived from shoppers’ insight that people sometimes felt guilty about spending if they knew they had similar items back at home. So Central Department Store wants to assuage consumer’s guilt and create positive shopping vibes during this year-end season.

Idea

The campaign turned every items in the store into alternate names, while hilarious but not extremely outlandish or silly, in fact, many of them are so sensible that they seem like they could actually be the names of actual products e.g. Hair Organizer (Hair Brush) Dust Eater (Vacuum Cleaner) Pre-shoes (Socks).

Strategy

‘Guilty Free Festival’ wielded the power of renaming to help consumers overcome their guilt. We used semantics to trick the consumer's mind and rename the products they feel guilty about buying and, just like that, they’re buying what they’ve never had before. Totally justifiable!

Execution

To add on top of the stylish funny commercial film, ‘Guilty Free Festival’ had officially renamed everything in-store and e-commerce platforms including the shopping department, price tag, receipt, shopping website, and parcel box design. In order to provide a completely guilt-free shopping journey from beginning to end.

Outcome

After the launch, the campaign received huge engagement numbers during the sales week. Traffic increased in both physical and online store. Total sales volume grew by 189% compared to last year. Most importantly, the campaign is not just about renaming stuff but it makes people reconsider that there’s no such thing as ‘too much’ when it comes to treating themselves to a little happiness.

Similar Campaigns

12 items

Let’s Celebrate

WOLF BKK, Bangkok

Let’s Celebrate

2024, CENTRAL DEPARTMENT STORE

(opens in a new tab)