C&A and Megawatt draw consumers into stores with a 360° approach

C&A had a clear ambition: to find new ways of connecting with consumers beyond its own stores and traditional media channels. ‘We were looking for a partner who could help us translate that vision into concrete concepts and experiences we could use across different markets,’ says Wen Wu Yuan, Chief Marketing Officer at C&A.

During the pitch, both teams quickly felt that their ambitions and approaches were closely aligned. ‘The energy, the ambition and the way we viewed the role of 360° activations for C&A: there was simply an immediate click,’ says Rachelle Berkelaar, Operational Director at Megawatt.

C&A saw an important opportunity to bring the brand and its products closer to consumers through activations and introduced the Energy City programme in 2025. Working from C&A’s brand and campaign strategy, Megawatt develops the creative activation concepts and then translates them into a complete 360° experience, from live activation and retail to social, content, online and offline. Berkelaar: ‘Before consumers choose you, they first need to see you, feel a connection with you and consider you.’

C&A and Megawatt started with a smaller pilot in Amsterdam, Vienna and Munich. The programme is now being rolled out further across Europe.

The brand promise as a starting point
According to Yuan, a good activation starts with the promise C&A makes through #MadeForRealLife: modern, quality fashion that offers value to families. ‘Activations allow us to let consumers experience that promise directly. Sometimes through a moment that builds affection for the brand, such as handing out ice cream in summer. At other times, we focus on a product category, as we did with our T-shirt activation in Munich and Amsterdam.’

‘At Energy City, every activation starts with a product story,’ explains Ariane Gehring, European Event and Activation Manager at C&A. ‘We ask ourselves: how do we translate a concrete product benefit into something people can experience and remember?’

Building on that product story, Megawatt developed the creative concept ‘Made to go outside’ for the first Energy City activation. This took shape in the Test Tube, where visitors could test a winter jacket in simulated weather conditions and experience for themselves that the Puffer is made to go outside. Afterwards, they received a photograph that also served as a store voucher, extending the experience into the store.

‘That was our first 360° activation,’ says Berkelaar. ‘We saw strong results in consumer interaction and were able to drive many people into the stores through the activation. That gave both teams confidence that the approach worked and had the potential to scale further.’

For Yuan, the strength of this approach lies in the connection between the different touchpoints. ‘Someone might first see the campaign on TV or online, then experience it in the city and recognise the same creative idea when they walk into the C&A store. Every touchpoint has its own role, but everything feels part of the same 360° experience.’

Expanding into more markets
As the programme grew, the conversation between brand and agency changed too. Berkelaar: ‘The question was no longer whether the approach worked, but how we could bring it to more stores and markets across Europe. Based on C&A’s strategy and objectives, we develop the creative activation concepts and their full 360° execution. In doing so, we make sure those concepts actually work and can be delivered across different cities and markets.’

Berlin, Prague and Antwerp were added to the list of activation cities. Hamburg, Budapest and The Hague are also planned for the next wave. ‘We are deliberately scaling step by step,’ says Yuan. ‘Every activation teaches us more about consumers, cities, formats and execution. We can take that knowledge into the next initiative. Megawatt has grown alongside the programme and developed an increasingly deep understanding of the concept, the markets and our way of working.’

Berkelaar also sees opportunities to operate more efficiently. ‘We work from C&A’s brand and campaign strategy to develop the creative activation concept and its full 360° execution. We then take the lead from creation through to delivery. We can now draw on a strong international network and the knowledge we have built across the different markets.’

Execution starts with the idea
That adaptation takes more than translating the campaign. C&A’s European team sets the strategic direction; local teams contribute their knowledge of consumers and culture. Permits, locations and logistics also differ from city to city. ‘What works in one city may require significant adjustments in another,’ says Gehring. ‘At the same time, the quality and recognisability of C&A must be consistent for consumers everywhere.’

That is why Megawatt makes execution part of the creative process from the start. Berkelaar: ‘For us, execution doesn’t start after the creative process; it is part of it from day one. By bringing in local knowledge about locations, permits and practical limitations early on, we can help ensure that the creative concept is translated into a strong and feasible 360° activation in each market.’

Being open with each other is essential, she says. ‘Sometimes a permit isn’t granted, a location doesn’t work or local regulations force you to change direction. Then we work together to find the best alternative, while preserving the strength of the original idea.’

Execution doesn’t start after the creative process; it is part of it from day one

Understanding why something works
C&A defines the objectives and KPIs for each activation in advance, from visitor numbers and interaction to store visits. During execution, the teams monitor results and observations on location so they can make adjustments. Afterwards, C&A assesses these results alongside the performance of the wider campaign.

‘By combining campaign results with insights from the activation and observations on location, we can help build a better understanding of what worked in execution and why,’ says Berkelaar. ‘Those insights feed directly into the next activation.’

Yuan sees positive results in audience interaction, visibility and connections with both existing and younger audiences. He considers the knowledge they have built together one of the most important outcomes. ‘We have a much better understanding of how consumers respond to different experiences, environments and formats. We now have a European activation platform that can be adapted to different categories, markets and commercial objectives, and that continues to evolve through learning and experience.’

Berkelaar: ‘When I look at what we have built in just one year, I’m really proud. We now run 360° activations in several European cities, have a strong international partner network and increasingly understand what works for C&A, for consumers and in each market. That experience allows us to move faster, scale more intelligently and make every new activation stronger.’