This entry is appropriate to the Promo & Activation category because the social project only happened after the purchase was made at the store. And, at every publicizing of the action, more purchases were converted and more donations were made, in a very cyclical and positive manner, for the stores and also for the consumers and needy athletes.

The project was relevant because it impacted the store’s customers right after the purchase of a new pair of running shoes – the ideal moment to ask for a donation of an old pair to a needy runner. First, we developed the shoeboxes, the tags and all the graphic material necessary to start a dialogue with the consumers. Next, we searched for different contacts in order to create a database with the names of the needy athletes and their shoe sizes and types of foot strike. Then, we implemented the project at the Velocità store chain as a fixed project, since the donations could be activated also in the long run.

Since the unit cost of the boxes was already present in the fixed budget of the client, the investment was low. And since each donation to the project was directly linked to a new purchase, it was worth carrying out, promoting and stimulating the continuity of the action. The result: more loyal consumers, improvement of the brand’s image, considerable increase in the number of customers’ visits to the store, 87% more people interacting on the social networks and the creation of a social relationship with needy athletes.