Saatchi & Saatchi Cape Town has launched a new campaign for Young Designers Emporium (YDE) to promote the fashion chain's new in-store card facility, which includes a win of 1000 cheeseburgers (all at once) and inflatable sumo suits.
The "YDE Plastic" campaign will incentivise customers to apply for and use the house credit card.
Paul Simon, MD of YDE, says: "Polyoxybenzylmethylenglycolanhydride, more commonly known as plastic, was invented in 1907 by Leo Baekeland, a Belgian man who liked to call his wife bonbon, the French word for 'sweet'. Plastic also happens to be the name we've given our credit service."
Simon briefed Saatchi & Saatchi Cape Town to come up with a campaign that will raise awareness for YDE's credit facility and entice people to apply for the credit card, resulting in the "YDE Plastic" campaign.
Conn Bertish, Creative Director of Saatchi & Saatchi Cape Town, says the concept behind the campaign is a celebration of all things plastic: "From the fun prizes, to the visual elements we used to create the posters - everything is an invitation into the fun, hedonistic world of plastic."
The first prize in the monthly series to be given away is 1000 Wimpy cheeseburgers, and not over a period of a year, month or even a week, but all at once. The lucky and hopefully, hungry, recipient will be notified by 12 August.
"We are trusting that the winner might see the prize as a great opportunity to benefit some charity, whether it be an underprivileged school, an orphanage or a similar worthy institution," says Simon.
Another winner will hear the good news by 12 September that they will soon be dressed by YDE - in an inflatable sumo suit.
As with both previous YDE / Saatchi & Saatchi campaigns, a new website element was also developed and the world of plastic can be experienced at www.yde.co.za.
