The challenge was to create an incentive campaign for ÇİNİCİ's new Summer collection. The goal was to develop a compelling promotional strategy that would drive sales and reposition the brand. The client requested that the campaign’s centerpiece be a high-value prize, specifically a trip. Given the brand's shift from strictly classic to smart casual apparel, the campaign needed to attract a younger audience while revitalizing ÇİNİCİ’s image. This involved not only increasing sales but also reshaping public perception to align with the brand’s new direction.
The use of travel as a promotional prize is prevalent across various industries, which has led to audience fatigue, especially when the destinations are clichéd or predictable, like Dubai or Paris. Moreover, ÇİNİCİ’s established customer base primarily consisted of individuals aged 40-50 who favored classic clothing styles. As ÇİNİCİ aimed to transition to smart casual apparel, capturing the attention of a younger demographic presented a unique challenge. This demographic was less engaged with traditional promotional methods and more receptive to fresh, innovative approaches.
To address these challenges, we crafted an extraordinary incentive: a dream trip for two, with the winner choosing any destination worldwide, fully funded by ÇİNİCİ. This offered an exclusive appeal by breaking away from the typical travel prize options and tapping into the personal aspirations of our audience. We launched a dedicated social platform, www.seyahet.im (meaning "my trip" in Azerbaijani), to facilitate interaction and engagement. The platform invited users to share their dream travel destinations, fostering a sense of personal connection and excitement. Our teaser campaign encouraged people to participate with the enticing message: "Share your travel dream! Who knows... maybe it will come true." To generate buzz and maximize reach, we integrated real-time updates into popular local websites, showcasing live submissions of dream destinations. This tactic created a dynamic and engaging experience, driving unprecedented attention and interaction across the Azerbaijani web, known as Aznet. The official campaign then launched, in partnership with Seyahet.im, offering customers a chance to win the dream trip by earning contest entries through purchases. For every 50 AZN spent at ÇİNİCİ stores, customers received a code via SMS to enter the contest. This approach not only incentivized purchases but also linked the promotional activity to the broader goal of brand transformation. The campaign successfully led to a 20% increase in sales after consecutive 15 months of decline and effectively redefined ÇİNİCİ’s brand image, making it more appealing to a younger audience.
