Don’t Try This Pants
– Quick Touch –
AOYAMA TRADING CO., LTD.
THE SUIT COMPANY, 2020 SS Campaign, "DON'T TRY THIS PANTS. Don't try them" campaign - Hakuodo Gravity team was in charge of creative direction, planning, copy, media buying, and project management. The challenge was how to maximize awareness and sales of QUICK TOUCH, a revolutionary pair of pants with a button on the inside of the hem that allowed the wearer to adjust the hem length in three different ways without hemming. With the new product's feature that it didn't need to be tried on, the main copy "DON'T TRY THIS PANTS" was developed and promoted through graphics, in stores, on the website, and in advertisements. In addition, the website explained the reason for the three sizes of 72, 75, and 78 cm by showing a graph of the client's data on over 1,000 customer hemmings, which was created by hand. The explanation was made in such a way that customers would be able to buy with a sense of conviction and confidence. Also, for those who didn't know their waist size, we prepared a PDF file downloadable from the site to measure their waist. We designed the communication flow with contents to educate features of QUICK TOUCH in many touchpoints and to enable people to purchase the product in EC.
