Creative Execution

We worked closely with Visa and Heritage Bank to develop a contactless payment system that was small and durable enough to be embedded under the lining of the sleeve, without compromising the suit design. By simply waving their cuff over a payment terminal, the wearer could pay for anything effortlessly. The suit was linked to the wearer’s bank account, allowing them to check the balance, top-up or cancel their suit instantly via a mobile app. The suits were made available in-store and as part of a Heritage Bank competition, allowing anyone to own one of the world’s most powerful suits.

In only its first week since launch we’ve achieved: 100% uptake on first round of suits offered. 171,000,000 earned media impressions. 120+ stories including TV features on the NBC Today Show, Australian Channels 7, 9 and 10 plus global coverage from Yahoo! News, CNET, Gizmodo, IT Wire, International Business Times and PSFK, all linking back to M.J Bale’s website. We started by engaging 10 key influencers to trial the suits, spearheaded by Executive Style, a print and online hub targeting finance professionals. The Power Suit created genuine desire for the brand and led an international conversation about stylish wearable technology.

In Australia, the premium suit market is dominated by global brands that aggressively promote their international prestige. As a relatively new, local menswear company, our client M.J. Bale was at a significant disadvantage. With low awareness and low brand recognition we were low on the consideration list. But, we knew that over 50% of our suits are sold to members of the banking and finance industry. And if there’s one thing those guys crave, it’s POWER. So, our challenge was to make them feel more powerful in our suits than any of our competitors could. In partnership with Visa and Heritage Bank, we wove a contactless payment chip and antenna from a credit card into the sleeve of the suit. Technology that gave our customers the chance to live like the world’s most powerful men. Like a tycoon, celebrity or double agent, they’d never have to carry a wallet again.