My Dream Trip – Incentive campaign to introduce the new Summer collection.
Develop the incentive campaign to introduce the new Summer collection. The client wanted a trip as the main prize.
A trip is a common prize used by many companies from virtually every industry. People has become unresponsive to ads offering trips to Dubai, Paris, etc. Another challenge was ÇİNİCİ's existing customers - 30-50-year-old lovers of classic clothes. ÇİNİCİ's long-term strategy was shifting from classic to smart casual cloth market. So we had to develop the engaging idea that would boost sales and establish the new image of ÇİNİCİ among the younger audience.
We came up with the idea to set just one prize - a dream trip for two. No trick. The winner could choose any place on Earth, and ÇİNİCİ would provide a trip for two. We created a simple social network www.seyahet.im ("seyahetim" means "my trip”). We started a teaser campaign inviting the audience to share the travel dreams on www.seyat.im The message was: "Share your travel dream! Who knows.. maybe it will happen..". We placed the real-time news tick on popular websites showing the real people sharing their dream destinations on our website. After getting a widest-ever buzz in Aznet, we launched the main communication where ÇİNİCİ, in association with Seyahet.im (not as the owner of the website), announced the campaign: customers used to get 1 code/chance (by SMS) for each 50AZN (130AZN=2 codes) spent at any of ÇİNİCİ stores. The campaign resulted in 20% year-to-year sales growth after 15 months of decline (during the 2008-09 economic crisis) and contributed significantly to the image of ÇİNİCİ.