This guerrilla marketing campaign targets women who are predominantly extremely fashion fixated. However, it captured the attention of hundreds of people and various businesses. Lux is a company that sells skin care products and their target market is mostly women. The company was trying to gain more consumers and knew that women in Indonesia were especially style conscious, so they constructed an advertising method that would grab that specific demographic. Lux wanted to “remind” these ladies that silky-smooth skin is the most essential style necessary and that without it; their fashionable clothes would mean nothing.
The company’s campaign used large trees that had coarse, peeling bark to exaggerate and to represent a woman’s dry legs. They placed fashionable, oversized shoes on numerous trees that are easily visible to the public to attract attention. The modish exhibit of shoes gained immense amounts of attention from Jakarta's most well known branches of companies, shopping regions and from many out lookers. Lux received masses of complimentary “media impressions.” The advertisement was included in popular women’s magazines such as Cosmopolitan and was broadcasted on several radio stations and TV channels.
This promotion would relate to my group’s campaign because it shares the same target market. The convertible shoe is targeted towards women who are fashion conscious, but also realize that it isn’t always realistic to wear high heels. An idea for the convertible shoe marketing campaign would be to have different women standing and walking around the same public area. Some of them would be wearing the convertible shoe, while other women would be wearing high heels. The women that are wearing the convertible shoe would be able to switch their shoes from heels to flats once their feet started to hurt, while the ones who are wearing heels are stuck with the feet pain. This is like Lux campaign because it shares the same target market, fashion theme and public eye approach.
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