The briefing was clear: develop a brand activation to launch the CKS winter collection 2014 that will generate traffic to the stores. Do it in such a way that it creates awareness around the relatively unknown CKS brand.

But how do you get people inside a fashion store to try on winter clothes when it's 30°C outside ?

So to launch this year's winter collection mid August, we completely reinvented the classic discount coupon. We created the 'Ice Coupon'. A real discount coupon made of solid ice. People had to use the coupons immediately, as the offer was valid until melted. When they entered the store with the melting coupon they received a 10 euro discount.

After an intense street campaign, every single ice coupon we handed out

was redeemed.

CKS shop traffic increased with a stellar 50%

and sales went up 200% in comparison to the year before.

This campaign was relevant to the shopper because they felt the 'instant

happiness' by receiving the reduction instantly, in an original way.