Pulling off a risky marketing stunt and elaborate social experiment, American discount footwear brand Payless ShoeSource took over an Armani store in Santa Monica, California, and tricked VIP shoppers into buying shoes priced originally between $20-$40 for $200 to $600.
According to reports by CBS News, Payless renamed the store 'Palessi' and stocked it with their own discount footwear before inviting fashion influencers and VIP guests to shop for heels, sneakers, sandals and more, as part of a viral advertising campaign.
Payless posted a video on their Youtube channel, in which shoppers are seen lauding their purchases. "They are elegant (and) sophisticated," one shopper can be heard saying.
When the lady is told that the shoes are actually from Payless, she says "You’ve got to be kidding me!" (The video also affirms to viewers that the woman is not an actor).
Sarah Couch, Payless's chief marketing officer, said the campaign aimed to remind shoppers that Payless strikes the right balance of stylistic relevance and affordability.
Payless refunded the shoppers and gave them the shoes to keep. The brand plans to use the video testimonials, already available on YouTube, as commercials on social media and TV.
Twitterati loved the campaign which went viral instantly. Here are a few interesting responses: