Business Challenge
Counterfeiting had reached a multi-billion dollar loss to global brands. They were hesitant to make an issue of it, thinking it better to deal with it more quietly, each brand on its own.
Target
Consumers of leading brands, worldwide
Customer Insight
You know, those $10,000 Rolex watches for $50 to $100 or whatever you’ll pay to a street vendor…People are in a fog about this: think it’s a harmless crime buying fake stuff…even a nice thing in that they are giving money to a poor little guy on the street trying to make a buck. They have no idea of what’s really going on, but when they are told the fact, the dark truth, they are shocked and say they would feel terrible, and in compliance with facilitating crime rings involved in drugs and violence.
Strategy and Brand Positioning
Killer Konsumers. Position counterfeit brands as killing tools, like drugs and guns.
Creative Solution
Video as shock therapy. Graphically show people that they are unintentionally supporting violent crime. Galvanize brands to co-fund a public-service campaign to persuade the public and its local governments of the un-spoken horrors and tragedy of this “victimless” crime.
Business Value: Stop the revenue bleeding through unprecedented scale of worldwide brands in a cooperative media buy.
Results and Business Value
Brands owned up to seeing counterfeiting as a a problem that doesn’t just hurt a brand’s revenue — it causes systemic corruption, crime and murder. At a one-time gathering of the leading global brands, together in one room in Washington, D.C., leaders finally felt this and committed to doing something about the counterfeiting of their logos and design on cheap replicas of their products, stealing billions in revenue.
To set up a meeting and learn more, contact janzlotnick@gmail.com
To set up a meeting and learn more, contact janzlotnick@gmail.com