Peruvian retailer Oechsle has come up with a fresh take on gifting for Mother's Day this year.
The department store, via agency Fahrenheit DDB in Lima, gathered a group of moms for research and asked them about the worst Mother's Day gifts they'd ever received. As a result, it's massively inflated the prices on all the kinds of gifts NOT to get your mom (think household appliances, cooking equipment, irons and the like). The idea -- to get customers thinking harder about the kind of gift that would really please her.
It's an innovative idea, which, in taking a different look at promotions, kind of reminds of us of Harvey Nichols' Sorry I Spent It on Myself campaign.
The campaign, promoting Mother's Day in Peru on May 14, launched in stores on April, and is running on social media, in print and outdoor.