Capital One DevExchange - SWAGless Campaign
Challenge:
Determine what kind of swag our audience REALLY wants to receive from Capital One at events.
Solution:
Get rid of swag entirely - afterall, most of it goes in the trash or is given away.
Strategy:
Go "SWAGless" - The best kind of swag is actually no swag at all. What if we put the cost of SWAG to better use by investing it differently – and letting our community get involved in where it goes?
SWAG is a $17.4 billion dollar industry. But 60% is donated or otherwise discarded.
Knowing this, we gathered a panel of representatives from our target audience and grilled them about SWAG. Overwhelmingly, the panelists said that they were pretty “swagged out”. They said most of it wasn’t cool enough; it was often too big to take home; they were picky about common swag items; and that there was generally too much swag at most events. They were then asked if they would participate in and/or enjoy altruistic-type swag (or reverse-swag), where they gave something instead of getting something, such as placing their hotel shampoo in a bin to be donated to a shelter or donating their extra notebooks, pens, etc. They all agreed that they would be interested in a campaign like this.
Tasks:
(1) Strategy and planning
(2) Co-copywriting and editing
Video
Event Activations:
