{"id":5888,"date":"2026-05-20T17:06:54","date_gmt":"2026-05-20T15:06:54","guid":{"rendered":"https:\/\/megawatt.agency\/?post_type=portfolio&#038;p=5888"},"modified":"2026-05-20T17:12:16","modified_gmt":"2026-05-20T15:12:16","slug":"ca-iconic-puffer-activation-megawatt","status":"publish","type":"portfolio","link":"https:\/\/megawatt.agency\/en\/portfolio\/ca_puffer\/","title":{"rendered":"C&#038;A Iconic Puffer"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column]<div class=\"case-deatil-heading title_subtitle_element\"><div class=\"title\"><h1>The Iconic Puffer Jacket<\/h1><\/div><div class=\"tags\"><ul><li>C&amp;A<\/li><\/ul><\/div><\/div><div class=\"scroll_down_element\"><a href=\"#scroll_down\" target=\"\">Naar beneden<\/a><\/div><div class=\"item\">\n            <div class=\"img-wrp\">\n                <div class=\"image_or_video banner-video\"><video autoplay  muted controls playsinline preload=\"metadata\" class=\"vimeo-video\">\n                        <source src=\"https:\/\/player.vimeo.com\/progressive_redirect\/playback\/1193238035\/rendition\/1080p\/file.mp4%20%281080p%29.mp4?loc=external&#038;oauth2_token_id=1809726402&#038;signature=7b95cbf42d2d268852d93699ad8f5f30dce5ff774040f3f05fcb43168180cd4c\" type=\"video\/mp4\">\n                    <\/video><div class=\"globle-play-btn\"><\/div><\/div><\/div><\/div>[\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=&#8221;&#8221; el_class=&#8221;text-content&#8221;]<b>The Iconic Puffer Jacket<\/b><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Background<\/strong><\/p>\n<p>The international department store giant C&amp;A once started in the Netherlands with \u2018outerwear\u2019. Now, it appears that the average consumer does not immediately think of C&amp;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&#8217; consideration, C&amp;A introduced a new hero product: The Iconic Puffer. It was up to us to activate this <i>banger <\/i>both online and offline and put it to the test.[\/vc_column_text][vc_column_text css=&#8221;&#8221; el_class=&#8221;services-tags&#8221;]<\/p>\n<h2>Services<\/h2>\n<ul>\n<li>Creative<\/li>\n<li>Strategy<\/li>\n<li>Content<\/li>\n<li>Community<\/li>\n<li>Brand<\/li>\n<li>Positioning<\/li>\n<li>Media<\/li>\n<\/ul>\n<p>[\/vc_column_text]<div class=\"case-detail-info\"><div class=\"images-wrp \" id=\"scroll_down\"><div class=\"images\"><picture>  \n                                <source media=\"(min-width:768px)\" srcset=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/05\/CA_Puffer_Top_Mid-1520x785.jpg\">\n                                <img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/05\/CA_Puffer_Top_Mid-1520x785.jpg\" alt=\"\">\n                            <\/picture><\/div><div class=\"images\"><picture>  \n                                <source media=\"(min-width:768px)\" srcset=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/05\/CA_Puffer_Bot_Left.jpg\">\n                                <img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/05\/CA_Puffer_Bot_Left.jpg\" alt=\"\">\n                            <\/picture><\/div><div class=\"images\"><picture>  \n                                <source media=\"(min-width:768px)\" srcset=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/05\/CA_Puffer_Top_Right.png\">\n                                <img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/05\/CA_Puffer_Top_Right.png\" alt=\"\">\n                            <\/picture><\/div><\/div><\/div><\/div>[vc_column_text css=&#8221;&#8221; el_class=&#8221;text-content&#8221;]<strong><span class=\"TextRun SCXW82858004 BCX4\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW82858004 BCX4\">Approach<\/span><\/span><\/strong><span class=\"LineBreakBlob BlobObject DragDrop SCXW82858004 BCX4\"><strong><span class=\"SCXW82858004 BCX4\"><br \/>\n<\/span><\/strong><\/span><\/p>\n<p>&nbsp;<\/p>\n<div>\n<p>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&#8217;s mindset with the provocative message:<\/p>\n<p>&nbsp;<\/p>\n<p><i>\u201cOur iconic puffer. Made to go outside. Are you?\u201d<\/i><i><\/i><\/p>\n<p>&nbsp;<\/p>\n<p>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.<\/p>\n<p>&nbsp;<\/p>\n<p>Consumers were invited to test the jacket themselves in the \u201cTest Tube\u201d 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.<\/p>\n<\/div>\n<p>[\/vc_column_text]<div class=\"case-detail-info\"><div class=\"images-wrp \" id=\"scroll_down\"><div class=\"images\"><picture>  \n                                <source media=\"(min-width:768px)\" srcset=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/05\/CA_Puffer_Bot_Mid-1520x785.jpg\">\n                                <img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/05\/CA_Puffer_Bot_Mid-1520x785.jpg\" alt=\"\">\n                            <\/picture><\/div><div class=\"images\"><picture>  \n                                <source media=\"(min-width:768px)\" srcset=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/05\/CA_Puffer_Bot_Left-1.jpg\">\n                                <img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/05\/CA_Puffer_Bot_Left-1.jpg\" alt=\"\">\n                            <\/picture><\/div><div class=\"images\"><picture>  \n                                <source media=\"(min-width:768px)\" srcset=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/05\/CA_Puffer_Bot_Right-1.jpg\">\n                                <img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/05\/CA_Puffer_Bot_Right-1.jpg\" alt=\"\">\n                            <\/picture><\/div><\/div><\/div><\/div>[vc_column_text css=&#8221;&#8221; el_class=&#8221;text-content&#8221;]<strong><span class=\"TextRun SCXW45617475 BCX4\" lang=\"NL-NL\" xml:lang=\"NL-NL\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW45617475 BCX4\">Result<\/span><\/span><\/strong><span class=\"LineBreakBlob BlobObject DragDrop SCXW45617475 BCX4\"> <br class=\"SCXW45617475 BCX4\" \/><\/span><\/p>\n<p>&nbsp;<\/p>\n<div>\n<p>The activation campaign was rolled out in three European cities \u2013 Amsterdam, Munich, and Vienna \u2013 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.<\/p>\n<p>&nbsp;<\/p>\n<p>Shopping behaviour also changed significantly. On activation days, the number of visitors to nearby C&amp;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.<\/p>\n<\/div>\n<p>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column]<div class=\"related-posts-title\">\n        <div class=\"container\">\n        <div class=\"row-wrp\">\n        <div class=\"left-col\"><\/div>\n        <div class=\"right-col\"><h2>Related cases.<\/h2>\n        <a class=\"btn-projects\" href=\"\/work\/\" title=\"see all projects\" target=\"\">see all projects<\/a>\n        <\/div>\n        <\/div>\n        <\/div>\n        <\/div><div class=\"selection-projects-wrp\"><div class=\"container\"><div class=\"latest-posts\"><div class=\"post\"><a href=\"https:\/\/megawatt.agency\/en\/portfolio\/grolsch\/\"><\/a><div class=\"post-thumbnail\"><div class=\"featured-image\"><img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/05\/Grolsch_Puffer_Top_Mid-1.jpg\" alt=\"Featured Image\"><\/div><\/div><h2 class=\"post-title\">Grolsch &#8211; Alles voor Koud<\/h2><div class=\"post-category\">Grolsch<\/div><\/div><div class=\"post\"><a href=\"https:\/\/megawatt.agency\/en\/portfolio\/stranger-things\/\"><\/a><div class=\"post-thumbnail\"><div class=\"featured-image\"><img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2026\/05\/StrangerThings_Top_Mid_EXTRA.jpg\" alt=\"Featured Image\"><\/div><\/div><h2 class=\"post-title\">Stranger Things<\/h2><div class=\"post-category\">Netflix<\/div><\/div><\/div><\/div><\/div><div class=\"work-together-section\"><div class=\"lets-work-together\"><div class=\"container \"><div class=\"row-wrp\"><div class=\"left-col\"><h2>Let&#039;s work together<\/h2><p>Wij cre\u00ebren maximale energie voor merken. Klaar om je merk te superchargen? Let\u2019s meet!<\/p><\/div><div class=\"right-col\"><div class=\"team-members\"><div class=\"team-member\"><div class=\"member-img\"><img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2024\/07\/stefan-kwast.jpg\" alt=\"Stephan Kwast\" \/><\/div><div class=\"content\"><h2>Stephan Kwast<\/h2><p>CEO<\/p><a href=\"mailto:&#115;.&#107;&#119;a&#115;&#116;&#64;megaw&#97;t&#116;&#46;a&#103;&#101;n&#99;&#121;\">s.k&#119;&#097;&#115;&#116;&#064;&#109;&#101;ga&#119;a&#116;&#116;.a&#103;en&#099;y<\/a><\/div><\/div><div class=\"team-member\"><div class=\"member-img\"><img decoding=\"async\" src=\"https:\/\/megawatt.agency\/wp-content\/uploads\/2024\/07\/richard-dillen.jpg\" alt=\"Richard Dillen\" \/><\/div><div class=\"content\"><h2>Richard Dillen<\/h2><p>CCO<\/p><a href=\"mailto:&#114;&#46;&#100;i&#108;&#108;en&#64;m&#101;&#103;&#97;&#119;&#97;&#116;&#116;&#46;&#97;&#103;&#101;n&#99;y\">&#114;&#046;d&#105;&#108;le&#110;&#064;m&#101;&#103;&#097;&#119;&#097;&#116;&#116;&#046;&#097;&#103;en&#099;&#121;<\/a><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>[\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"featured_media":5898,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false},"portfolio-category":[171,163,172,164,165],"portfolio-tag":[],"class_list":["post-5888","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio-category-brand-en","portfolio-category-content-en","portfolio-category-creative-en","portfolio-category-media-en","portfolio-category-social-en","entry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C&amp;A Iconic Puffer - Megawatt<\/title>\n<meta name=\"description\" content=\"Our iconic puffer. 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