PXMART FASHION BAG COLLECTION

TitlePXMART FASHION BAG COLLECTION
BrandPXMART
Product / ServiceCHAIN STORE
CategoryA04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
EntrantOGILVY & MATHER Taipei City, CHINESE TAIPEI
Idea Creation OGILVY & MATHER Taipei City, CHINESE TAIPEI

Credits

Name Company Position
Jennifer Hu Ogilvy & Mather,Taipei Chief Creative Officer
Giant Kung Ogilvy & Mather , Taipei Executive Creative Director
Matt Wu Ogilvy & Mather,Taipei Creative Director
Lisa Hsu Ogilvy & Mather, Taipei Copywriter
Freddie Du Ogilvy & Mather, Taipei Art Director
Rex Lin Ogilvy & Mather, Taipei Art Director
Hannah Yu Ogilvy & Mather, Taipei Producer
Jack Chao Ogilvy & Mather, Taipei Business Director
Edmee Cheng Ogilvy & Mather, Taipei Account Manager
Chaoss Huang Ogilvy & Mather, Taipei Account Executive
Ging-zim Lo Ging-zim Lo Director

The Campaign

“Designing a Fashion Bag Collection Made with Cheap Pxmart Grocery Bags” At Pxmart grocery stores, customers 20-29 years old accounted for only 9% of revenue. They were our principal target audience. Surveys revealed that nearly 60 percent of this demographic earned less than US$1,000 per month. Caught in the middle of a recession, they were struggling to get by, and they longed to live better lives. So we transformed cheap, commonplace Pxmart plastic bags into hand-crafted fashion handbags that young Taiwanese loved. In so doing, we demonstrated how to creatively make life good, even in hard times.

Creative Execution

We hired ten professional fashion accessory designers to hand-craft fashion bags, utilizing only used Pxmart plastic grocery bags. They made a Tote Bag, Bucket Bag, Clutch Bag, Tassel Bag, Braided Bag… 8 different bags, each in a limited edition of 100 each. In April of 2016: ? Week 1: Launch. On mass media, including television/internet/OOH/newspapers/magazines, the Pxmart Fashion Bag Collection was unveiled, seizing the attention of young Taiwanese. ? Week 2: Real-world Experience. We opened a Fashion Bag Concept Store, offering a first-hand experience and the chance to buy the bags. ? Week 3: Touring Exhibition/Online Sales. Exhibiting the bags all over town in a glass display truck, we also sold them online. ? Week 4: “Fashion Bag Classroom.” When the limited-edition collection had sold out, we introduced a series of DIY videos on YouTube and our Facebook fan page, extending the popularity of the campaign.

“The Pxmart Fashion Bag Collection turned saving money into youthful fashion” ? The hugely popular Pxmart Fashion Bag Collection was featured in Vogue magazine. ? Within 3 weeks, the Fashion Bag educational video achieved over 3.6 million views. ? Store members under 19 years of age increased by 11%. ? Store visitors under 19 increased by 31%, age 20-24 increased by 20%. ? Sales revenues grew by 20%, crossing the major threshold of 100 billion Taiwan dollars for the first time.

“From Plastic Bags to Fashion Bags, From Old-school Grocery Store to Chic Icon” We transformed the cheap plastic bags of supermarket chain Pxmart into hand-crafted fashion bags that young people loved. Launching our campaign with mass media, we made the experience personal with a brick-and-mortar concept store. Then, on social media we taught everyone how to make their own fashion bags, generating participation and interaction. Gaining an entry into the lives of Taiwan’s young people, we conveyed the powerful stance that saving money is really what’s chic. And we turned an old-fashioned supermarket chain into the height of style.

Insights, Strategy and the Idea

“Fashion Bags Influence Young People, Young People Influence Other Young People” Targeting consumers 20-29 years old, we generated exposure for the campaign using a variety of mass media platforms. Then, we created a one-on-one real-world experience and moved our campaign forward with online sales. Next, using online DIY video classes, we created interaction and sharing. Every young person who walked down the street with a Pxmart Fashion Bag slung across their shoulder served as a spokesmodel for the Pxmart brand. Spreading across social networks and other media, they influenced other young people.

Links

Video URL