The virtue of frugality possessed by Taiwan’s older generation dovetails perfectly with PX Mart’s values. It’s a classic attitude that has stood the test of time and never goes out of fashion, just like a white T-shirt and jeans!

We invited the older generation to wear this classic combination, and to share their “good old-fashioned values” with all of society.

? FASHION SHOW / TVC — PX Mart ‘Old Is In’ Classic Fashion Show

The first catwalk show in Taiwan’s history where the models averaged 70 years in age!

Seniors wore white T-shirts and jeans, revealing their philosophy of thrift. The show was made into a TV commercial.

?EVENT — The “Old Is In” Party

A PX Mart supermarket transformed into a party venue, where consumers put on white T-shirts and jeans and celebrated the spirit of saving money.

?CONCEPT STORE —“Old Is In” Concept Store

Young people bought into the thrifty wisdom of the older generation.

• Tier 1: Media Outputs

The campaign captured front-page space and prime-time television coverage, with major media lionizing the fashion sense and frugality of seniors, and conveying PX Mart’s central message of “Old Is In” with such headlines as “Old Folks Become Models”; “Saving Money’s Never Out of Fashion”; ”Senior Models Flaunt Their Frugal Fashion”; “PX Mart ‘Philosophy of Thrift’ Models Have a Combined Age over 700’; “While Rivals Try to Look Younger, This Brand Shines a Light on the Elderly” and “You Can’t Compete with These Chic Seniors.” Not only that, Timberland threw a party at PX Mart, with senior models donning the brand’s iconic yellow boots and parading the catwalk. Even Vogue featured the elderly models in a fashion show. Ultimately, the campaign generated as much as $3,395,230 in earned media.

• Tier 3: Business Outcomes

Customer numbers grew by 6%.

Revenue up 11%