Vinnies were losing relevance with the next generation of shoppers – Gen Ys — who saw the brand as old-fashioned and out of touch. What’s more, bricks-and-mortar retail was losing ground to online retailers.
We collaborated with the music industry, getting local and international artists to sign and donate shirts/clothing, and labelling them ‘Signed Finds’. Vinnies then hid those items (over 90 articles) in all their stores and used Facebook to get the audience to search for them.
Leading Australian and international artists, including MOBY, Motley Crue, Boy&Bear, Goyte, Sneaky Sound System, Neil Finn, The Wombats, The Living End and The Vines all donated items.
Giving music fans a chance to get their hands on a fantastic piece of memorabilia while helping people in need.
The campaign generated millions of dollars in free media including a primetime news broadcast. But more importantly it resulted in a 9.5% YOY uplift in sales, with $784,638 moving through the tills.
Awards
ADNEWS Awards 2013 GOLD – The Un LTD Award
Award Awards 2012
Gold – Best Use Of Social Media Marketing In A Promotional Campaign
Silver – PR – Community Service & Charity.
Silver – Direct – Community Service & Charity, Campaign.
Silver – Digital Campaign – Community Service & Charity, Public
Adfest 2012 – Signed Finds – Bronze Promo Lotus
Effie 2012 Gold for Retail/Etail
Effie 2012 Gold for Most Original Thinking
Effie 2012 Silver for Social Service
Effie 2012 Silver for Best State Campaign
Effie 2012 Silver for Small Budget
ADMA 2012 GOLD – Social Media
ADMA 2012 GOLD – Charity & Not for Profit
ADMA 2012 Lester Wunderman Effectiveness Award
Adstars Gold 2012
iAB Award 2012 Australia
iAB Award 2012 International