Would you believe a $19.99 pair of shoes, could be sold for over $600? Well you better believe it! The shoe store Payless teamed up with advertising agency DCX Growth Accelerator to create a fake store for VIP shoppers, called Palessi. The idea of the campaign was to alter consumer’s view of the brand.
In an article in CBS news Chief Creative Officer Doug Cameron said, “ We said let’s give the campaign a handle, something creative that will be stickier, that an upscale retailer would really do.” Cameron goes on to say, “I went on Wikipedia and looked up a list of Italian family names and saw Alessi, and added a ‘P’ to that. We also created a website around Palessi because we figured people would Google it.”
The store used high-end display cases, seating and gold mannequins to enhance the luxury look. An array of Payless shoes lined the display cases, marked at over $600. The store was filled with chic-looking customer service staff and influencers from social media.
In a Payless campaign video a consumer states, “I would pay $400-$500” when referring to a shoe that really only costs $19.99. Customers who purchased the shoes for the increased price were fully refunded and given the shoe for free.
Upon hearing that the shoes were really from Payless, customers were shocked; the same lady from the video exclaimed, “Shut up! Are you serious?” Payless intended to remind customers that you don’t have to give up style for a good price. The company wanted to ensure customers that their products are both affordable and made of good quality. In an article from CBS, Cameron states, “The right cultural codes can completely transform the perceived value of just about anything.”