We observed that an air conditioning (AC) duct resembled a shaving blade. So, we pasted cut-outs shaped like the handle of a razor, right next to the AC ducts on the ceiling of Park Avenue outlets. This gave the impression of a razor, and communicated the cooling effect it offered.

Since this was an in-store idea, customers asked sales staff to direct them to the product. Naturally these converted into sales figures, with sales of Park Avenue razors shooting up by 23%.