ShoesShoesShoes: Shoe dating

Guillaume Pagnoux

Campaign details

Brand owner: Heart and Sole
Agency: Ogilvy Action
Brand: ShoesShoesShoes
Country: Malaysia
Channels used: Point-of-purchase, in-store media, Public relations, Radio, Sales promotion
Media budget: Up to 500k

Executive summary

ShoesShoesShoes is an independent Malaysian label whose flagship store was located in a shopping mall that shoppers did not associate with fashion. To stand out from the retail clutter and to compete with e-commerce, the brand needed to give local shoppers a unique reason to come to its store.

After understanding that most of its shoppers were career women who might be single partly because they made more time to find shoes rather than to find a man, 'Shoe Dating' was created to help ladies get more dates. By combining retail therapy and online dating, women who bought a pair of shoes at ShoeShoeShoes could find their Prince Charming.