A mannequin appears on the screen, and the user has the option to choose a garment, then drag and drop it on the mannequin. He can also upload his own photo to give the mannequin a face, and get a better feel of how he would look in the Parx attire. The options vary from sporty look to club look and therefore, he can be whoever he wants to be. He can also save the images of the digital ‘dress trials’, convert it into a wallpaper, and send it to a friend. The title coined for the campaign is ‘Who do you want to be today?’
The receiver of the image is then directed to the website, which is a way to get more people to experience Parx dressing online.
Parx, as is known, is the premium casual lifestyle brand from Raymond. The creative agency Dentsu Marcom and the advertiser are said to have liked this online idea so much that the concept was further extended to print and TV as well.
Interestingly, this is the first time that Parx has created an online campaign. One key reason behind the decision was the slowdown. Even as the country is steadily recuperating from the economic slowdown, brands are still looking at newer ways to reach their target audience, and many have taken the online route. Parx is one such example but the interesting part is that the brand is spending a significant 15 per cent of its ad budget on the digital campaign.
Anand Krishna, Head - Marketing, Parx, explained, “We spent 15 per cent of the advertising budget on the digital campaign. Our digital strategy was backed by a sound media plan, and it also included revamping the entire website to get the consumer involved and interested. Since our core TG is the 25-35 year old male, who spend a lot of time online, it was best to ‘connect’ with them through the internet itself. Also, the website, gave the consumer a chance to ‘see’ and ‘look’ what style, design, and colours suit him. It interacted with the consumer at a one-to-one level.”
Speaking more on the experience of going online, Krishna observed, “It was the right move, and with a few changes to take it to the next level, we are continuing with it for our next season’s campaign too. Our TG was rightly targeted, so we know that this media is working well for us.”
Parx claims to have got an “overwhelming” response to this campaign, as it was an ‘interactive module’, and the overall look and feel of the website related with the audience. The online campaign was integrated with the print campaign and the TVC based on the same creative ‘Who do you want to be today?’
Adrian Mendonza, National Creative Director, Dentsu Marcom, explained, “We were briefed for this campaign right in the middle of the slowdown, and that the campaign had to be extremely cost-effective, was a clear pre-requisite. Given these, we presented a digital initiative. Our idea was so well received by Parx that they insisted we extend the same for television and print as well.”
“This was particularly remarkable for two reasons. First, this would be Parx’ first TVC after almost four to five years. Second, given that it was the slowdown and resources were limited, what was meant to be a digital campaign actually got taken forward onto television and print, which are more expensive mediums,” added Mendonza.