Matchmaking by shoes! No need to post enhanced portrait shots or lie about your age. The promo effectively took retail therapy to new heights by turning a store visit into a simplified and fun form of online dating, something that the busy shop patrons valued highly.
And when the lunch took place, instead of flowers, the man would give her date a voucher with the discount he pledged for, to be used in her next shoe purchase (hence prompting a new visit).
Shoe Dating was promoted via Facebook and with a very unusual store display that stop passersby on their tracks and encouraged people to reach the first floor where the shop is located to have a closer look.
Malaysia’s ‘women-only’ radio Capital FM also played a part by lending their DJs, who not only participated in the promotion but also run some of the dates live at the radio.
A dream come true for a small independent designer with regional expansion ambitions and for their customers who found the dating game a little less daunting and little more fun.
I wonder if Shoe Dating would stick as a stand-alone service in the future. Any takers?
Regional Executive Creative Director, Geometry Global Asia Pacific