Malaysian Media Awards Winners Showcase

2016 | |

Quenching An Insatiable Quest For the Best Baju Raya

Advertiser: Fashion Valet Sdn Bhd
Brand: Fashion Valet
Creative Agency: -
Credits: -

The Challenge
FashionValet was to launch its Raya Limited Editions in June 2015. With a fraction of budget as compared to BIGGER physical stores, how do we compete?

Insight, Strategy and the Idea
The most important item on the Raya agenda is the Baju Raya; we must look fabulous and families must look like… well, families. Shopping usually starts 2 months in advance, and the quest for that special piece does not end easily because we want to be able to proudly strut out during Raya visits and makan sessions to look fantabulous. So, it DEFINITELY cannot be something that is widely available in departmental stores. After all, we wouldn’t want to be caught wearing the same Baju Raya as our cousin or aunty! With this insight, we created ‘Popup Stores’ to let customers shop at FashionValet after another tiring and disappointing trip to the malls!

Media Execution
We ‘setup’ our ‘popup stores’, in printed vinyl formats featuring the best pieces we have for Raya. These were displayed at high traffic LRT stations like KLCC, AsiaJaya, KelanaJaya, Setiawangsa, TerminalPutra and WangsaMaju, frequently used to avoid notorious traffic jams. Our ‘popup stores’ were equipped with QR codes where customers were able to shop for the pieces they see on the ‘popup store’ and best of all, let our fingers do the walking to continue to look for THE PIECE from the 400 brands FashionValet carried exclusively for Raya 2015. They no longer need to worry about closing time or traffic jams, as we are open 24/7. And with limited pieces we carry per design, gave them the assurance needed to complete their quest.

Results and Effectiveness
With only RM42,000 media budget:
• The campaign reached 2.2Mil LRT riders
• 21% website traffic came from the QR codes scanned at our ‘popup’ stores
• 80% of the exclusive collections were sold during campaign period