Using our social media channels and the dedicated website, we started a discussion about things that are important: the comfort of life and making the right life decisions. We ask our viewers what the word “off” mean for them. It’s our all-time favorite campaign made a few years ago.
1. Some of the most popular bloggers temporarily shut down their blogs. During their absence, they were recording videos and telling stories about what “off” means for them.
2. The shut-down of their blogs was a part of invitation of all Tołpa’s customers. Using a dedicated #tolpaOFF hashtag, we invited our customers to share their ways to disconnect and be more “off”. To display all hashtagged posts, Tołpa created a separate website with a social media wall.
3. We invited bloggers and organized a meet-up summing up the campaign. To put our minds at ease, we dined in the dark. During the dinner, we exchanged our thoughts and ideas about the campaign.
With the idea of building the campaign around the slow life trend, the brand encouraged people to find peace in being “off”. Tołpa asked these few bloggers to unpublish their blogs for a day, because the brand believes that less is more. The campaign was a huge success and was highly appreciated both by consumers and the media. It put the brand in the spotlight. Such a creative approach gave more than the usual, product-oriented and salesy communication we fed with on a daily basis.
First of all, the brand crafts its communication holistically. They do more than just come up with cool product names and beautiful Instagram account. Their coherence is visible across the brand, beginning from print ads, packaging, partnerships, social media comments to their website and so on. Below you can find a short clip about the tołpa:off campaign. Here you can download their magazine. Secondly, Tołpa’s communication is deeply rooted and stems from their strategy and identity. Thirdly, the brand is authentic and human.
Tołpa’s campaign sets an example for other brands. The brand came up with the “our off is the new on” slogan which draws from the slow life philosophy the brand cherishes. Turning Tołpa into a lifestyle brand, gave it a new shine and and grabbed the attention of both their target audience and new, previously uninterested audience.
That was something really unusual: shutting down a few prominent blogs for a day. We’re talking here about Tołpa’s perverse Tołpa:off campaign including Jan Faver, Kasia Gandor, Alina Rose and Łukasz Kielban from Czas Gentlemanów. The campaign was, quite successfully, designed to prove that disconnecting from the virtual world is beneficial and can help in pursuing other offline hobbies.
Even though we could come up with quite the same arguments against the campaign just as it was in the case of the “Log into life”, which was also launched online, this one is a bit different. It went a step further and actually unpublished popular blogs for a day.