As part of its ‘Addicted to Love’ campaign, The Good Folks conceptualised and executed a one-of-a-kind guerilla event for Bensimon on 8 March 2014.
Made in Europe and hand-dyed by artisans, Bensimon is known for its perfectly imperfect sneakers since its inception in Paris, France in 1975. To create awareness for the brand and drive traffic to the CommonThread store at ION Orchard, The Good Folks proposed for the brand to hold a one-of-a-kind guerrilla event outside the mall.
Just imagine – a pair of star-crossed lovers separated by a chain of shoelaces, waiting to be brought closer with the help of shoppers! All they had to do was to untie a shoelace to bring the lovebirds closer together and stand a chance to win attractive prizes including Bensimon sneakers and vouchers.
To further extend the reach of the guerrilla event, shoppers were also urged to wear the Bensimon shoelace as a bracelet, upload a selfie with the shoelace bracelet on Instagram, hashtag #BensimonSG and follow @CommonThreadSG to stand a chance to win a pair of Bensimon sneakers too!
Prior to the event, style influencers like Melissa Tee (@meltttt) and Andrea Chong (@dreachong) and media publications including Juice and Catalog Magazine also hopped on the bandwagon and posted ‘shoelace selfies’ to create hype and buzz about the guerilla event.