Title | PXMART FASHION BAG COLLECTION |
Brand | PXMART |
Product / Service | CHAIN STORE |
Category | A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant | OGILVY & MATHER Taipei City, CHINESE TAIPEI |
Idea Creation | OGILVY & MATHER Taipei City, CHINESE TAIPEI |
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 |
“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.
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.
“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.