The Brief.
To create an overarching campaign idea that launches The Idle Man into the minds and wallets of young men aged 18-25.
Response.
IdleWays or 'Idle In His Ways, Not In His Looks' campaign is designed to raise awareness about The Idle Man as a e-commerce website and brand while also playing with around with the idea of men being ‘idle' despite dedicating their time to look stylish.
By creating a sense of involvement within The Idle Man's target market; the everyday man. This person who is seen as the life of the party while actively spend time making sure they look their best while looking effortlessly stylish. However, they still choose to approach their daily tasks with minimal effort. Not because men are lazy, but instead we choose to tactically conserve our energy for pleasure rather than tedious things like
cleaning our rooms or washing the dishes.
Promotional Posters.
Poster Varitations.
Social Media.
Like every idle man, social media is our gateway exscape to an easy life, utilising the #idleways hashtag it grabs the attention of young men through others telling the public humourous stories about their 'idleness', allowing The Idle Man to branch out to a much wider target audience.
Promotional Cards.
To further promote The Idle Man, 'Excuse Cards' were created, being given out to people in the street and being received through orders, allowing men to finally get out of sticky situations when arriving late to a meeting or a drink with the lads.
Website Redesign.
To truly accommodate men who didn’t have time, to browse through numerous pages to find what they really wanted, the website itself was redesigned with a fresher and clean look. Allowing men to find out the latest news, curated trends and popular brands on the homepage
before even changing the page.
Guerrilla Marketing.
Along with the posters, the campaign needed a way to break into the real world and allow men to truly feel comfort with their idle ways in the most busiest places while still getting the impression that the whole world is looking at them. The Idle Man has solved this by placing branded sofas in highly populated cities, targetting areas where people have to wait around to show that shopping with The Idle Man will allow you to stand out comfortably in the most crowded places. Lets face it, who’d want to sit on a uncomfortable bus stop when you can enjoy maximum comfort on a quality sofa?
