Shoes Shoes Shoes Promo, Case study SHOE DATING by Ogilvy & Mather Kuala Lumpur

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SHOE DATING

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Industry Apparel & Accessories Stores
Media Promo & PR, Case study
Market Malaysia
Agency Ogilvy & Mather Kuala Lumpur
Regional Executive Creative Director Daniel Comar, Guillermo Caro
Executive Creative Director Nuno Lemos
Art Director Ewan Yap
Copywriter Kay Chin, Elissa Azizi
Designer Wei Kit Fong, Javen Tan, Elle Poon
Released April 2012

Credits & Description

Category: Retail and E-commerce, including Restaurants
Advertiser: SHOES SHOES SHOES
Product/Service: RETAIL
Agency: OGILVY MALAYSIA
Managing Director: Mahesh Neelakantan (Ogilvyaction Malaysia)
Regional Executive Creative Director: Daniel Comar (Ogilvyaction Asia Pacific)
Executive Creative Director: Nuno Lemos (Ogilvyaction Malaysia)
Regional Digital Planning Director: Gareth Ellen (Ogilvyaction Singapore)
Art Director: Ewan Yap (Ogilvyaction Malaysia)
Copywriter: Elissa Azizi (Ogilvyaction Malaysia)
Copywriter: Kay Chin (Ogilvyaction Malaysia)
Designer: Elle Poon (Ogilvyaction Malaysia)
Designer: Javen Tan (Ogilvyaction Malaysia)
Designer: Wei Kit Fong (Ogilvyaction Malaysia)
Account Manager: Syed Alwi (Ogilvyaction Malaysia)
Production Manager: Kiam Seng Koh (Redworks Malaysia)
Art Buyer: Vinod Kurup (Redworks Malaysia)
Art Buyer: Mandy Lee (Redworks Malaysia)
Photography Studio: (Ifl Studio)
Planner: Guillaume Pagnoux (Ogilvyaction Malaysia)
Media placement: Social Media - Facebook - 29 February 2012
Media placement: Social Media - Twitter - 1 March 2012
Media placement: Radio Ads - 10 spots - Capital FM - 2 March 2012
Media placement: Retail Dress-up - Shoes Shoes Shoes Store - 3 March 2012
Media placement: Retail Postcards & Leaflet - Shoes Shoes Shoes Store - 3 March 2012
Media placement: Radio Interview - Capital FM - 9 March 2012
Media placement: TV Coverage - BBC World - 10 April 2012

Summary of the Campaign
‘Shoes Shoes Shoes’ is a Malaysian independent label with 2 small boutiques in Kuala Lumpur that sell a premium selection of ladies’ shoes and accessories. Lost in the retail clutter, it needed to create buzz in the most cost-efficient manner.

Many target consumers are career women who are single because they have little time to look for a date. So we took the angle of making finding a date as easy as shopping for shoes and created Shoe Dating, where shoes play match-maker – buy a pair of shoes and get a man for free, plus a discount for her next shoe purchase, courtesy of her date.

- Recruited eligible bachelors via the dating agency ‘Lunch Actually’ and reached out to women via ‘Capital FM’, a women-only station.
- Fed our story to international influencers and opinion leaders (Trend hunters, PSFK, Springwise) that led to foreign media picking up the buzz (Forbes, the Huffington Post, BBC World, New York Times and Marie Claire South Africa).
- Amplified local coverage by feeding back the international attention to local networks and mainstream publications (The Star, MSN and Cosmopolitan - Malay edition).

With Malaysia being a primarily Muslim nation, the promotion mechanics itself became news, locally generating US$200,376 in PR value - 30 times more than total investment of US$6,800.

The Situation
‘Shoes Shoes Shoes’ is a Malaysian independent label with 2 small boutiques in Kuala Lumpur that sell a premium selection of ladies’ shoes and accessories. Unknown to many, it is lost in the retail clutter. It also has very little advertising budget and is usually limited to its own media space (the store, the shoe designs and its Facebook page).

The Goal
It needed to cut through the retail clutter in the most cost-efficient manner by generating earned media.

The Strategy
Target-consumers in this urban centre are mainly made up of career women who are single because they have little time to look for a date. So we took the angle of making finding a date for them as easy as shopping for shoes. To create buzz, we threw a favourite topic into the shopping mix: men. We then created Shoe Dating, where shoes play match-maker - buy a pair of shoes and get a man for free, plus a discount for her next shoe purchase, courtesy of her date. With Malaysia primarily a Muslim nation, the promotion mechanics itself became news.

Execution
To bring Shoe Dating to life, we:
1. partnered with ‘Lunch Actually’, a dating agency to reach out to its eligible bachelors via a microsite.
2. used ‘Capital FM’, a women-only radio station to promote via live reads, promo spots, interview with store owner and on-air dates (DJs met their dates on air while listeners called in to help turn around an awkward situation and the caller with the best idea won a pair of shoes).
3. dressed up the store with topless male model as window display.
4. fed our story to international influencers and opinion leaders (Trend hunters, PSFK, Springwise) that led to Forbes, the Huffington Post, BBC World, New York Times and Marie Claire South Africa picking up on the buzz
5.amplified local coverage by feeding back the international attention to local networks and mainstream publications: The Star, MSN and Cosmopolitan (Malay edition).

Documented Results
Locally, Shoe Dating generated USD200,376 in PR value - 30 times more than total investment of USD6,800. The local coverage of the promotion was amplified by international media reporting it in Forbes, the Huffington Post, BBC World, New York Times and Marie Claire. Online, it sparked off heated conversations, resulting in many women across the continents asking for the label to open a store near them. At the store, Shoe Dating strengthened the bond with existing customers and started relationships with new ones. As for the dates, many love stories are in the making as of now.