This campaign was created to direct consumers to seek the expert opinions and services of resellers in choosing and creating their PCs.
We sought to play up the benefits of personal customer service and customization that trumps the impersonal and rigid nature of shopping for PCs at huge electronic stores.
The main visual of a tailor is meant to symbolize customizability and, paired with a message, aptly conveys the benefits of a personal service. This visual is applied across POS collaterals, and was run alongside a Facebook contest. We also blasted eDMs to encourage resellers to spread word about the campaign and encourage customers to take part in the contest.