Colour DNA encourages you to pick a polo that reflects your personality. Polos were classified according to personality and the science translated into a fun questionnaire based on music and fashion tastes Online customers could answer questions and print a personality type business card. In-store customers could take part in the quiz via interactive kiosks or printed questionnaires handed out via staff. Tent cards explained the concept and polos displayed in store were divided into personality types with a brief description into their personality associations. Alongside creative, we devised a promotion to encourage bulk purchase wrapped under the DNA concept.

Colour DNA shows how creativity can overcome current economic trends. Using simple psychology we were able to impact consumer behaviour. With competitors offering lower prices we created a solution that stood out in a saturated market. The campaign allowed each consumer to have a personal & engaging interactive experience that put their choice and personality at the centre of the execution. Achievements• An increase in average spend per customer• Competition mechanic ensured a high data capture rate of 6,565• Promotional offer encouraged bulk purchase• Staff were motivated28% increase in polo sales alone