Zalando – Wearing is Caring
The pandemic had us firmly in its grip in 2020. Together with Zalando and Havas Media, we asked ourselves what we could do to give people a good feeling during this difficult time and actively support them as much as possible.
But how can Out-of-Home (OOH) help to slow down the spread of a virus? Because there was a high risk of infection especially in public transport. And that is exactly where we started.
THE MEDIA STRATEGY
The obligation to wear a medical mask on public transport was tightened across Germany in December 2020. The regulation was followed by the majority of customers and passengers, however, especially in the first weeks of the new regulations, there were many people who did not have medical masks available or had forgotten to wear them. To ensure that their health and the health of others was not put at risk, we placed a very special OOH implementation at high-traffic points on public night transport.
Under the motto “Wearing is Caring”, Europe’s leading online fashion platform Zalando provided vending machines with free disposable masks at selected Berlin stops in December. People could simply order and eject them for free directly from the City Light Poster (CLP) using a QR code. Just as easy as people are used to from ordering from Zalando.
At five CLPs in Berlin, the discs were replaced and replaced with mask dispensers. By simply scanning a QR code and then confirming online, a disposable mask was dispensed. The mechanics were checked and masks refilled several times a day. In addition to the five modified locations, almost 800 other CLPs drew attention to the action and showed the exact locations.
With the campaign, Zalando ensured more safety and hygiene in public transport, created a positive reference to the brand and incidentally highlighted the simplicity of the ordering process on the online platform itself. So that the claim of the parallel Christmas campaign “We will hug again” also quickly became reality.
In contrast to other campaigns that referred to the safety of citizens as a claim, we were able to deliver real added value with our implementation. Both on a material and on a social level.