niks STORE
niks STORE
Buy nothing, to buy your dreamClient:
CentiQ, an initiative by the Dutch Ministry of Finance. Their goal is to inform consumers to be conscious with their money.
Brief:
Come up with a clever idea to resist, the youth from 15 to 18, the temptation of shopping, shopping and more shopping.
Strategy:
You can’t forbid the youth to buy stuff with their own money, so reach them by talking in a language they understand to get the message in their minds. So we used the language of trendy and fashionable brands.
Concept:
Buying nothing should be more attractive. How? By making ‘nothing’ the latest trend.
Campaign:
We start with a widespread influencer and seeding campaign to create a buzz around the brand ‘niks™’ (Dutch for nothing) and the opening of an actual niks™STORE (PR). Throughout the action period the youth can buy ‘niks’ in the store and online. The more often they buy ‘niks’, the more money they saved. In the end ‘niks’ will realize a purchase they’ve been dreaming of for a while. Like a pair of jeans, an iPhone, etc.
To extend the visibility of the campaign we developed a social media gadget. Buying ‘niks’ for each other will become more fun.
niks product / savings box
niks Shopping bag
Promotion
An opening party with Dutch stars and princess Maxima.
Short movies of Dutch stars who want niks™. All to create a hype around the brand niks™.
Online
niks was also available online.
Hyves Gadget
To extend the visibility of the campaign we developed a social media gadget for the Dutch platform Hyves. Buying ‘niks’ for each other will now be more fun.
