Welcome to the T-Bar

Welcome to the T-Bar

Background

Finding the perfect t-shirt for you can be quite the challenge. With dozens of different fits available, it often takes a bit of searching. Bobby fit, long-fit, slim-fit, short sleeves, longer sleeves, with or without prints… you name it. The more specific your preferences, the pricier your shirt tends to become. C&A firmly believes that everyone deserves a t-shirt that fits perfectly and is affordable. Whatever your perfect fit may be, we’re here to help you find it.

As the lead agency for Global Activation for the international retail giant C&A, we had the pleasure of working on this project for the third time. This time, we transformed an everyday essential into a ‘summer hero’ product.

Services

Creative
Social
Content
Brand Awareness
Brand Activation
In store Activation

Approach

While activations often occur outside of the store, we deliberately chose to create an in-store experience this time. Consumers were not only surprised within the store, but they were also extra motivated to visit. A perfect fresh tee for €10… and a refreshing tea. See what we did there? We developed a T-Bar where not only could you find your perfect new t-shirt, but you also received a refreshing custom can of Ice Tea.

In Munich (over nine days) and Amsterdam (over ten days), we took over the storefront and entrance with a trendy, fresh, on-brand T-Bar. After selecting their perfect fit, customers followed the signage to discover their ideal t-shirt. The T-Bar was designed by our 3D team and meticulously replicated by our production team. The fresh, flawless look and the well-oiled machine of superchargers created not only the perfect buzz in and around C&A but also led to sold-out shelves.

Result

The increase in sales of the ‘fresh tees’ was anticipated, but the Hero Summer activation achieved much more. Not only did the flagship stores see increased foot traffic (resulting in notably higher revenues), but the nearby C&A stores also experienced a significant positive shift.

Thanks to engaging influencer content featuring taste tests of both the t-shirts and the beverages, a buzz was generated around C&A. Once inside, consumers were assisted by our Superchargers and C&A staff in finding the perfect t-shirt, and in Munich and Amsterdam alone, we distributed over 20,000 samples.