The Campaign

“Designing a Fashion Bag Collection Made with Cheap Pxmart Grocery Bags” We gave cheap, commonplace Pxmart plastic grocery bags a radical makeover, transforming them into a chic hand-crafted fashion handbag collection. In so doing, we made the brand attitude part of their lives, promoting the brand spirit of frugality through direct experience and participation.

Creative Execution

We hired ten professional fashion accessory designers to create hand-crafted fashion bags, making use of nothing but used plastic Pxmart grocery bags. They made a Tote Bag, Bucket Bag, Clutch Bag, Tassel Bag, Braided Bag… 8 different styles in a limited-edition collection of 100 bags. April 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. ? Weeks 2 and 3: We opened a Concept Store, offering a first-hand experience, while also exhibiting the bags all over town in a glass display truck and selling them online. ? Week 4: When the limited-edition collection had sold out, we introduced a series of “Fashion Bag Classroom” videos on YouTube and our Facebook fan page, extending the popularity of the campaign.

Describe the success of the promotion with both client and consumer including some quantifiable results

“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.

Explain why the method of promotion was most relevant to the product or service

“An old-school supermarket chain famous for its affordability promoted the cliché of saving money to fashion-conscious young people, in a consummately fashionable manner” We took plastic Pxmart shopping bags, which symbolize the Pxmart brand better than anything else, and we remodeled them as series of chic, hand-crafted handbags. After first making young consumers aware of the collection through mass media, we engaged them in direct interaction in a brick-and-mortar concept store. The brand became part of young people’s lives, allowing them to experience and participate in the brand spirit.

“A High-Visibility Contrast between Cheap and Chic” In Taiwan nearly 60 percent of consumers 20-29 years old 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. By producing the Pxmart Fashion Bag Collection and engaging young people through both mass media and real-world channels, we demonstrated to them how to make life good, even in hard times.