DraftFcb

Archive - Jan 2012

January 20th

Swap box

Swap box

Neighbourhood swapping pop-up ‘shops’ have made a recent appearance in Germany. Anybody can leave or take objects in good condition left by the previous owners in these spaces called ‘give boxes’. Users can also leave their acknowledgements in a diary that tracks the transactions.

Why it matters

In a time when most things can be ‘ebay-ed’ and monetized, people are seeking out ways to swap goods and do good on a very local level. By encouraging exchanges via the give box, the project turns out to be a sustainable project too. If brands would talk less about sustainability and do more about it – maybe they could start sponsoring such spaces and show they are getting involved in a credible way?

Conscious
Create
Germany
One World
Social Cause

Wacky challenge for the greater good

Wacky challenge for the greater good

The “défithon “ is an initiative within the annual Telethon event broadcasted on national television in France. It aims to collect donations for a muscular disease called myopathy. The challenge for 2011 invited both sufferers of the disease and celebrities to push their boundaries. To get to see one of the participants fulfil their challenge, web users have to pay anywhere between 50 and  20,000 euros as a donation contribution. For example, for 50 euros,  you can watch a myopathy patient going across a city dressed up as a sumo wrestler.

Why it matters

The Défithon helps raise awareness about the disease in a respectful yet humorous way. By allowing viewers to donate online, it also generates social buzz. Is this an innovative way to encourage people to donate? Could this strategy be effective in the long run for others social causes?

France
Conscious
Significance
Social Cause

A diva like no other

A diva like no other

Stradivarius, a big retail Spanish fashion shop, created an original and powerful platform to connect with its consumers: StraDivas, a social media and blog platform where consumers can get special offers, participate in competitions and receive fashion tips.
StraDivas’ innovation comes from segmentation; it differentiates consumers by their preferences and puts forward offers specific to the user.

Why it matters

Being closer to consumers is one of the main issues brands face. It’s not easy to achieve, but some brands are already successfully doing segmented and personalised communication. Is this the first step towards a more efficient communication strategy between brands and consumers? What’s next for customer relationship management?

Enhancement
Significance
Fashion & Design
Spain
  • home_top_nav_list
  • home_top_nav_list
  • home_top_nav_list
  • left_menu_category
  • most_viewed