LEAGAS DELANEY SHANGHAI, Shanghai / SHIELD / 2015
Our target for this campaign is the young, urban 25-35 years old. They are not easily influenced by ‘traditional’ advertising. There is a level of saturation in their exposure to traditional media. These are also the people that are exposed to pop culture and are receptive to new promotional elements that fit their lifestyles.
So we made normal household insects villains, hell-bent on invading our space. We created villainous comic book characters and designed a range of items as giveaways to illustrate their danger.
By creating these giveaways, the brand lives with the audience, instead of staying with them only within a 30 second television commercial window.
During the campaign period, we gave away posters, USB drives, phone cases, bags, t-shirts, jackets and more.
As mentioned, demand for our giveaways was so great, they were completely given out in the space of one week. This resulted in a modest 12% rise in sales as compared to the same quarter the year before.
The campaign was picked up and shared in social media – and that kind of exposure is worth more than the campaign budget itself. For a relatively small player like SHIELD, this translates into unprecedented brand awareness.