Polishoe is an innovative automated shoe polishing and digital advertising concept that has taken Europe, the US and Asia by storm. The digitised shoe polish kiosks were launching in Australia and sought our services out to introduce the brand and concept Down Under.
Challenge
Being a new-to-market product, brand and concept, meant that educating the particular target markets stood at the forefront. Likewise, the business model had shifted from being a service-for-revenue model toward an advertising revenue driven and data collection model.
Strategy
An extensive PR campaign supported by strategic media buying through our partner agency Media Merchant together with live activations and direct organisational outreach was chosen as the core marketing strategy, with social media being tied in for consumer engagement, host venues/sites and to drive location awareness.
Effect
As a new-to-market and ground-breaking new product we received a lot of interest from relevant media outlets across facility management, venue managers, industry publications and small business, tech and marketing. The advertising campaign was rolled out in line with the PR and the combination made for a strong impact.
Additionally, we launched the product at new venues such as race courses with promo girls, special offer and a user competition to win a brand an Iphone X. Smart Solutions was instrumental across the entire campaign including developing a messenger bot communications strategy, all marketing collateral, onscreen creative and engagement strategy for the Polishoe launch.