St Vincent de Paul Society: Vinnies Signed Finds

Michaela Brown

In the challenging retail climate of 2011, Vinnies, an Australian charity shop, bucked the trend of going online and instead gave shoppers a reason to head back into its bricks-and-mortar stores.

St Vincent de Paul Society: Vinnies Signed Finds

Agency: George Patterson Y&R Sydney

Advertiser: St Vincent de Paul Society, Vinnies

Author: Michaela Brown

Total Campaign Expenditure:Under $500K

Strategic communications challenge

This is the story of a retailer that went against the grain, rejected what category wisdom said, ignored the path its competitors followed, and found a new way through the centre of a problem.

But while this retailer had the same problems as its high-street neighbours, it wasn't quite your average retailer. On top of the strain of keeping stores on track, this retailer was also...

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