IRON MAN: PARK AVENUE

TitleIRON MAN: PARK AVENUE
BrandRAYMOND APPAREL
Product / ServiceCLOTHING RANGE
CategoryA05. Alternative Media
EntrantDDB MUDRA Mumbai, INDIA
Entrant Company:DDB MUDRA Mumbai, INDIA
DM/Advertising Agency:DDB MUDRA Mumbai, INDIA

Credits

Credits

Name Position
Team Mudra

The Brief

The Park Avenue brand, from the house of Raymond’s, provides stylish and innovative wardrobe solutions to well-dressed gentlemen. As India's premium lifestyle brand, the company caters to formal clothing needs for men and women. However, of late, the company had been facing stiff competition from numerous brands, especially in the city of Mumbai. While the company was ready to run the standard promotional offers, they couldn’t help but notice that a) the competition was also doing the same and b) the promotions weren’t really working.

Creative Execution

The product advertised was a replacement of the customer's own shirt or trouser ( that anyways needed to be replaced). We only targeted people whose clothes were already worn and in need of replacement, and we got the attention of the consumer at the right moment- when he is holding the worn clothes in his hand! Also, we treated them with respect, by conveying the message in the privacy of his house- not in public where he would be embarrassed.

Describe the creative solution to the brief/objective.

The ‘Dhobhi’ or Ironing/washing man, is a unique phenomenon that colors the Urban Indian landscape. He collects clothes than need to be ironed, and returns the bundle pressed-to-the-sharpest-crease every evening. The dhobi was identified as the perfect innovative medium. We enabled him to alert his clientele to the age of their clothes. Whenever the dhobi spotted a worse-for-wear shirt/trouser, he packed the same in a similar fashion to clothes that are brought at a store, using promotional material for Park Avenue which duplicated such material, and carried a discount offer which could be redeemed at Park Avenue outlets.

Results

To undertake this activity with 1065 Dhobis around 16 park Avenue outlets, we spent just USD 500. Of the 50,000 people contacted, over 5000 visited the store, and actually purchased something. That's a conversion cost of just USD 1.6 per person!