Pleats "Dollar Bill" Branding Campaign
Raising expectations from low-touch, high-environmental impact to high-touch, low-environmental impact.
Business Challenge
In the low-interest, low-service commoditized category of dry cleaning not much had changed over the years.
RT’s challenge: Generate interest in a unique, new option for consumers in a category they think little about.
Strategic Insight
Most people who use dry cleaners strictly on the basis of geographic proximity, yet invest a significant portion of their disposable income on clothing, style, and ultimately, care of their clothing.
From the environmentally friendly cleaning process, the décor, and hands-free electronic doors to free amenities like pick-up/delivery service, Pleats stands apart.
Pleats was so superior to what consumers expect from dry cleaning, we knew that if we could get them to come in once, they’d come back again.
Solution
Rather than engaging in the typical couponing war, door hangers featuring a dollar bill folded origami-style to resemble a pressed shirt were left at homes near the store.
More than just a $1-off coupon, it told recipients something exceptional and new was in store for them.
A service manifesto was created for employees to rally around and openly share with customers.
As the brand evolved, communications personified the Pleats amenities through tabloid-style profiles, always delivering the unexpected.
Results
The Pleats grand opening effort exceeded first-month goals by 130%.
33% of the customers who visited as a result of the dollar-bill creative remain long-term customers four years later.
Recognition
The work was honored with a Bronze Lion at the 2005 Cannes Lion Direct competition.
"The Pleats campaign created by advertising firm Rodgers Townsend is one of the top direct marketing campaigns in the country, according to the Won Report’s Top 50 Direct Marketing Campaigns in the World for 2005." – St. Louis Commerce Magazine, 2006
