Brand Owner: C&A
Date: June 2006
Media Agency: MindShare
Other Agencies: DDB
Media Owner: JCDecaux
Media Channels: Out of home
C&A was running a Father's Day promotion to encourage sons to purchase something a bit different for dad. The offer was that anyone who bought a T-shirt, swimming shorts or pajamas for dad got their own item, identical in every way but size, for free.
The innovative offer needed an innovative media solution to promote it, and the answer -- as for many retail brands -- was outdoor. However, this was outdoor with a difference.
C&A and its agencies arranged with JCDecaux to match six sheets for the dad offer with mini six-sheets for the son. Creative on these special sites was also very similar to the standard format image. The son is seen in a similar pose and wearing near identical clothing as dad.
And while there's a price point clearly labeled on the six-sheet, the offer is communicated through the mini-site with a price point of zero.
Thirty-five of these special builds were constructed in 10 cities across the country all near shopping centers or shopping areas.
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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc