The main target of C&A is young people. They love shopping. Especially in the sales season, people are even more excited about shopping. As an international apparel brand, C&A hope to share their warmth to the world with clothes to children in the impoverished mountainous areas of China.

We came up with the way to invite people to charity by using interactive digital technology. Key message of the campaign is “Changing room”. It has a double meaning of fitting room and a place to change lives of poor people. When the customers enter the changing room and put their clothes on the hook, it activates a LED screen, and shows you a child in need. Then you can choose how much of your discount you would like to donate so as to achieve the objectives of both sales and donation.

We created a special "CHANGING ROOM" in the fitting room of their store. In this room, you do not only change your clothes, but also children's life. When the customers enter the Changing Room and put their clothes on the hook, it activates a led screen, and shows you a child in need.

Simultaneously, a special coupon with discount percentage will be printed and asking shoppers to donate part of their discount they got from the clothes they brought to the changing room. The discounts offered will vary, depending on the item of clothing selected.

The event was held from 2015.12.10 to 2016.01.10 at C&A retail store in China. Meanwhile, this campaign is being promoted on C&A's official Wechat and Weibo.

About 3000 people participated the campaign held only three weeks in December, a popular shopping period for young people, and donated the warm clothes to the children. In comparison with previous three weeks, sales increased 22.3% within the first three weeks of this event. Even though Chinese people are not used to donating money, this campaign succeeded in collecting contributions. The objectives of both sales and donation have been achieved.