Idea Description
Fashion Killers is a hyperlocalized marketing action, supported by an online game for mobile devices that can only be activated at our shopping center, Plaza del Sol, located in Ica, a main city in Peru. It is geared towards men accompanying their wives or girlfriends while they shop. We wanted to bring the guys together through a competition system, appealing to their common feeling of frustration from waiting hours while their partners shop for clothes, precisely with a game that allows them to "destroy clothes" in a fun, cathartic way. With this game, we are able to increase the amount of time our primary customers (women) remain at the shopping center and, therefore, the amount they spend. They couldn't shop calmly because they knew that 'someone was waiting.' We understood that this time we didn't need to talk to them, but rather to their husbands and boyfriends. The time they spent waiting would provide the perfect opportunity to reach them during their trip to our mall by sending them a message that they identified with and would act on. There was tension in this situation that we used to our advantage.
