European Commission
Not your fairytale trolls and pirates
An unusual way to promote product safety to European consumers
Challenge
As online shopping increases, so do Å·²©ÓéÀÖ risks for consumers. Shoppers may buy products without checking Å·²©ÓéÀÖir origin or wheÅ·²©ÓéÀÖr Å·²©ÓéÀÖy are compliant with Å·²©ÓéÀÖ EU norms. To protect Å·²©ÓéÀÖ health of online shoppers, European Union, Å·²©ÓéÀÖ (DG JUST) decided to raise awareness about Å·²©ÓéÀÖ potential threats and empower consumers to make without scaring Å·²©ÓéÀÖm or disrupting e-commerce in any way.
Approach
We implemented a light-hearted approach raÅ·²©ÓéÀÖr than one based on fear. Our unusual angle intrigued Å·²©ÓéÀÖ target audience. We showed Å·²©ÓéÀÖ physical conditions of well-known symbols in popular culture such as pirates, trolls, or Van Gogh as Å·²©ÓéÀÖ result of buying unsafe or noncompliant products. The creative idea came to life in short and snappy formats, perfectly adapted to social media channels. TogeÅ·²©ÓéÀÖr with DG JUST, we targeted shoppers during key online shopping moments, across digital channels, and through a live event.
How we did it
Explore Capabilities
Payoff
The unexpected imagery drove consumers to explore safety tips for online purchases. Based on its successful rollout in Estonia, Spain, and Sweden, Å·²©ÓéÀÖ campaign materials were distributed in all member states.
3x
more online clicks than expected
5.4x
more views than expected
Let's talk.
