Shoes Shoes Shoes' is an independent Malaysian label whose flagship store was located in a shopping mall that shoppers did not associate with fashion at all. To stand out from the retail clutter, compete with the newly established e-commerce giant Zalora, and establish itself as a unique shopping destination in Kuala Lumpur, 'Shoes Shoes Shoes' needed to give local shoppers a unique reason to come to its store.
Unfortunately, the brand had the budget of an NGO which meant having to rely mainly on its 'owned media i.e. the store itself to generate a maximum of 'earned media'.
After understanding that most of its shoppers were career women who were single partly because they made more time to find shoes than to find a man, 'Shoe Dating' was created to help ladies get more dates. By combining retail therapy and online dating, women who bought a pair of shoes could now find their Prince Charming.
The campaign was first carefully seeded to international influencers to get international news networks to pick up the story. 'Shoe Dating' made headlines in Marie Claire, Forbes, the Huffington Post, BBC World and the New York Times. This was fed back to local media which then guaranteed press coverage in Malaysia. The campaign went on to generate 30 times more talk value than forecasted. Also, 'Shoe Dating' sparked off heated online conversations since Malaysia is a Muslim country but the happy end is that 80% of shoppers participated and successfully went for their dates.
OTHER CONTRIBUTING COMPANIES
Lunch Actually, Malaysia
Capital FM, Malaysia
CREDITS OF PEOPLE
MAHESH NEELAKANTAN, Managing Director & ASPAC Hub Director, OgilvyAction Malaysia
DANIEL COMAR, Regional Executive Creative Director, OgilvyAction Malaysia
NUNO LEMOS, Executive Creative Director, OgilvyAction Malaysia
KAY CHIN, Creative Group Head (Copy), OgilvyAction Malaysia
EWAN YAP, Senior Art Director, OgilvyAction Malaysia
ELISSA AZIZI, Junior Copywriter, OgilvyAction Malaysia
FONG WEI KIT, Junior Art Director, OgilvyAction Malaysia
JAVEN TAN, Art Director, OgilvyAction Malaysia
ELLE POON, Senior Graphic Designer, OgilvyAction Malaysia
KENNY FOO, Senior Graphic Designer, OgilvyAction Malaysia
GARETH ELLEN, Regional Digital Planning Director, OgilvyAction Malaysia
GUILLAUME PAGNOUX, Planner, OgilvyAction Malaysia
SYED ALWI, Account Manager, OgilvyAction Malaysia
VIOLET LIM, CEO and Co-Founder, Lunch Actually Asia