What Will You Be?

What Will You Be?

Meet the Client

Goodwill is the fourteenth largest charity in the United States with total revenues exceeding $5.9 billion. Best known for its  second-hand retail stores, Goodwill’s core mission is to provide job training, employment placement services and other community-based programs through the resale of donated goods. Goodwill approached Zion & Zion to be their agency of record for all advertising services including campaign development.

Campaign Strategy | Campaign Development | Content Creation | Video Production | Radio Production | Website Development | Social Media Marketing | Digital Ad Creation | Email Marketing | Paid Media
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Challenge

Halloween is Goodwill’s “Christmas Season” and is a huge revenue driver for their retail stores, bringing in customers that would not otherwise shop at a Goodwill. Goodwill had previously run the same creative campaign for several years and needed a fresh campaign that would cut through the clutter and would be unique to their business model.

Insights

Goodwill offers a unique spin on Halloween allowing customers to showcase their creativity and take advantage of the great finds at Goodwill. The Zion & Zion team identified their unique value position as an economical retailer that supplies a variety of options which would enable you to build a costume from scratch. This provided customers with many costume options and endless ways to put it together. For example, a vampire costume at Goodwill could be a fitted black suit or a sexy corset with a cape. The costume would be whatever you wanted it to be.

Solutions

To highlight this unique position and drive foot-traffic into the stores, Zion & Zion created the What Will You Be? campaign featuring Frank, an everyday Frankenstein who is trying to find the perfect costume for a Halloween party. An integrated campaign was developed including a television spot, billboards, print ads, digital ads, and a landing page where viewers could guess what Frank would be and get inspired for their own Halloween costume.

Print Ad

Goodwill Frank

Radio

Out of Home

Goodwill Frank Goodwill Frank Bus Shelter

Social Media

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