'Free-niture’ Transforms Moving Process for Hong Kong
Leo Burnett Hong Kong’s custom app places furniture on virtual store shelf
GoGo Van’s “Free-niture,” GPC Rating: 7
For five consecutive years, Hong Kong has remained the most expensive city in the world when it comes to owning or renting property, and because of this residents are frequently forced to relocate. The moving process can become costly due to two things: furniture disposal fees and the cost of purchasing new furniture.
To highlight GoGo Van’s services as a logistics and delivery company, Leo Burnett Hong Kong created “Free-niture”—a promo and activation campaign that eased the moving process.
“Free-niture” is a mobile app that enables residents to list and buy used furniture via a virtual marketplace.The furniture would be picked up and delivered by GoGo Van, which would only charge a delivery fee. The agency drove the campaign home with the tagline “One ride benefits three sides.”
The agency’s insight and execution helped rid residents of the troublesome disposal fee while generating an 18 percent boost in GoGo’s business. “Free-niture” was a simple, smart and well-crafted idea that made the entire moving process easier and cheaper for GoGo Van’s customers.
About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.