The promoter of Garment Care, a new dry-cleaning business (at the time) had noted a problem to which she decided to float a solution; she noticed that Nigerians took their expensive garments for dry-cleaning in London and New York, for fear that their clothes would be damaged by the existing outfits operating in the country.
She desired to package and market a high end dry-cleaning company to allay people's fears. She also wanted to persuade Nigerians that there was a local alternative to dry-cleaning abroad and convince them to pay a premium. Alder came up with a simple solution.
We created a distinct personality for the company - caring & warm yet classy & high profile. We then developed an advertising campaign with a prevailing objective: position Garment Care as a status symbol. For the advertising campaign, the use of abstract imagery was employed to convey a high class concept. Humour was also employed - Mr. Pearce, the British technical adviser was said to have been born inside a tumble dryer!
A graphic design standard was put in place for the organisation's visual identity & marketing materials.
Workshops were held for the staff of the corporation, all of whom had never worked in a dry-cleaning outfit. We needed to attune them to the fact that Garment Care was 'beyond dry-cleaning'. These, along with strategic consultations, ensured that the organization achieved world class status.
The adverts had a profound and lasting impact on the market. The effect was such that after the first set of advertisements, Garment Care did not need to advertise for the next 4 years, drastically reducing the marketing budget.
Elements of the first advertisement series are still being used, 7 years after, due to the enormous appeal it had within the market. And the result? Garment Care came back a few years later and asked us to think of a way to reduce the workload and boost profitability. The company has also opened another dry-cleaning factory and is in the process of further expansion.
Gallery
Click here to view some of the designs developed by Alder for Garment Care. |
