The impact of international competition in the country, as well as the start-up of small, unbranded local manufacturers for men and women footwear was the turning point for the company. This was the first competition for Servis and they had to adapt to this change, which lead the company to sign agreements with big names such as ECCO, Hush Puppies and Nike.

Being a local company, Servis had always been like a ‘family’ store and had kept a low profile with only in-store advertising. You would only see of sales or new items if you happened to walk past the store itself.

This closed purchase cycle had been effective in terms of cost but hadn’t managed to leave an impact or boost sales. Initially, the cycle of new arrivals were limited as well, and the customer tends to lose interest, especially women who can only be kept engaged with a frequent innovation cycle.

However, you can also only keep them engaged if they are made aware of them. But with only in-store advertising, how would one get the customers there?

Servis’ new campaign for unveiling its corporate tagline ‘Shoes For Everyone’ seems to have resolved this issue as well. Unlike a few initial appearances that went unnoticed, this campaign has brought the company on a completely new platform, which is refreshing and strongly maintains all consumer touch points.