The Iconic Puffer Jacket
Background
The international department store giant C&A once started in the Netherlands with ‘outerwear’. Now, it appears that the average consumer does not immediately think of C&A when purchasing a weather-resistant and stylish winter coat. What a shame, as this is precisely what the well-known brand excels at. To regain relevance in consumers’ consideration, C&A introduced a new hero product: The Iconic Puffer. It was up to us to activate this banger both online and offline and put it to the test.
Approach
The creative idea revolved around an experience in the customer journey that convinces through the unpredictable winter weather itself. Rather than placing the jacket at the centre, our activation focuses on the consumer’s mindset with the provocative message:
“Our iconic puffer. Made to go outside. Are you?”
Instead of a traditional fashion shoot, we showcased models wearing the jacket in extreme weather conditions, visible to both offline passersby and online scrollers. Bus and tram stops were adorned with puffer material and product displays, allowing passersby to experience the texture and comfort.
Consumers were invited to test the jacket themselves in the “Test Tube” activations in three cities: a unique fitting-room experience where visitors tried on the jacket in simulated weather conditions, followed by a photo that served directly as a shopping voucher. By making the creative execution visual, interactive, and physical, the campaign generated striking user-generated content, maximum visibility in the streets, and unexpected, relevant brand impact.
Result
The activation campaign was rolled out in three European cities – Amsterdam, Munich, and Vienna – with a consistent media presence including OOH, bus and tram stop spectaculars, paid and owned social content, and interactive displays. On activation days, clear spikes were observed in store visits, social engagement, and brand perception.
Shopping behaviour also changed significantly. On activation days, the number of visitors to nearby C&A stores increased by +25% in Amsterdam, +26% in Munich, and even +90% in Vienna. This increase in traffic translated directly into sales. The sale of winter coats rose by +125% during the activation in Amsterdam, +65% in Munich, and +65% in Vienna. The results demonstrate that the campaign went beyond visibility: it genuinely influenced consumer behaviour, stimulated store visits, and sustainably strengthened brand perception.
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