Cannes Lions

Terms & Conditions

VML, Sao Paulo / MPSP - SAO PAULO'S PUBLIC PROSECUTOR OFFICE (MINISTERIO PUBLICO DE SAO PAULO) / 2017

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Overview

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Credits

Overview

Description

If people blame women’s clothes for rape, it’s like women were "agreeing" to sexual violence, like they had signed a responsibility term every time they choose to wear what they wanted.

That was exactly our idea: to create fake – and outrageous – terms and conditions on female fashion e-commerces.

So, when a customer was about to complete her order on the webstore, a fake responsibility term popped up on the screen saying "by choosing this outfit, I cannot complain if I get raped".

Of course the only option on the pop-up was "Disagree". And when the consumer did so, she could share the #IDisagree and a post of the campaign on her social networks.

Execution

The fake responsibility term was activated by a plug-in developed by our technology team; this plug-in needed to be installed on each e-commerce tool. Since the merchants could use different e-commerce platforms, we needed to open their codes to us in order to get the campaign’s customized lightbox.

This plug-in, besides showing the fake term on a lightbox, had a sharing tool that allowed customers to share a customized campaign post on their timelines after the purchase.

Some e-commerces were even more engaged and sent a printed tag of the campaign attached to its delivery packages.

At "offline" stores, the process was pretty simple: we hanged printed tags with the fake responsibility term on the clothes.

To cover all of these efforts, our community managing team was alert monitoring the hashtag on social networks and also hunting content opportunities to create engaging posts for campaign’s social accounts.

Outcome

20% of buyers interacted with the fake responsibility term and, in just one week, we increased our fans in 8 times.

We got spontaneous engagement in the fashion Industry by models and style influencers spreading #IDisagree on their networks. And even posts of them with the campaign tag at São Paulo Fashion Week - the most important fashion event in Latin America.

It inspired other brands to take part in the campaign: we started with only one fashion e-commerce (www.polinesiatees.com.br) and other six brands opened us their e-commerce codes to install the fake responsibility term and amplify campaign posts.

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