Untie

an Ad Campaign By

Zipzshoes

Ellipsis

Ellipsis is a creative collaborative that bridges the gap between brands and what the world needs to know about them.

Vinnie Finn - Creative DirectorArielle Gamble - Copy WriterMorgan Ryan - Public RelationsStephen Jepson - Research/Media

Agency Brief

1

(Starting witht the mustache and around clockwise)

2

Forgive us if we don’t waste time telling you the stories of our lives, but we’d rather get straight to the chase...

Executive Summary

3

There is certainly a lot to be considered when it comes to Zipz shoes and their growth since their founding in 2006. Up until this point, almost all of this success has been generated overseas, and it’s only right for Zipz to make its mark on the shoe industry in its home country.Our campaign relies largely on social media to create brand awareness and attract consumers. Over the years, social media has proven to be both cost efficient and virtually limitless when it comes to the number of people that can be reached, making it the perfect combination for Zipz shoes. In our current social climate, people tend to focus on individuality and uniqueness, yet want to be more conscious when it comes to spending. In the past, the terms “cost-effective” and “original” have rarely been successfully paired together.

Objectives

....>

4

Despite the wild success of Zipz Shoes overseas, as of now, the company has little to no brand recognition in the United States. The campaign that we have created aims to raise awareness about this revolutionary product and show people how it can change their perception of their shoes, their world, and even themselves. By utilizing the ideas as well as the advice presented in this campaign, Zipz Shoes will ensure themselves a line in the dialogue of everyday public conversations.

We want to encourage the consumer to see Zipz Shoes not only as a fashion statement, but also as a creative outlet and a way to make everyday transitions that much easier. Each of us has to adapt to different situations throughout the course of the day. We invite the consumer to take Zipz along for the ride by allowing the shoe to evolve along with them. Whether you’re going from catching waves to hitting the slopes or day shift to night life, these shoes will transform just as easily as you do.

research

5

Our main goal was to analyze and understand the U.S. footwear market in order to determine Zipz Shoes strategic fit. We employed secondary research from trusted resources such as MRI+, Hoovers, and Google Analytics to amass statistics and help shape our vision. We then spoke directly to our consumers, surveying over 100 middle school students on lifestyle and product opinions, and drew insights from existing products in the marketplace. Finally, we analyzed existing footwear advertisement strategies to help discover the right path for Zipz.

Strengths Weaknesses

Opportunities threats

Swot

6

• Patented Zipper technology-innovative product design

• Celebrity endorsements

• First mover advantage bringing unique product to U.S. marketplace.

• Ability to sell directly to consumers (direct response)

• Footwear is the fastest growing segment of the fashion industry

• Saturated U.S. footwear market riddled with fierce competition

• Constantly changing fashion trends

• Little to no brand recognition in the U.S.

• Current line very similar to Vans and Converse

• Lack of U.S. distribution channels

barriers

Insights on Barriers:While interviewing our peers and gathering information about their insights, the general consensus was that the key feature of the product--the zipper--seemed to be more of a concern than a selling point. “Annoying”, “cheesy”, “kitschy” and “lame” are a few of the adjectives that we heard repeatedly. Many people mentioned that the shoes resembled Chucks and Vans too much.

7

Zipz shoes does have fad potential. Think of previous companies that boasted revolutionary alterations to the common shoe (Heely’s, Crocs, etc). People were itching to get pairs of these shoes for about a year tops, and then the hype soon cooled off, leaving the companies scrambling for ways to lengthen the life cycles of their products.Because of the likeness of Zipz shoes to other big brand names such as Converse and Vans, at first glance, people may perceive them to be inauthentic or “knock off” shoes.

Insights

8

The same can be said for the way the brand portrays itself to the outside world. The use of cheesy wordplay, unoriginal design and copy, and boasting D-list celebrity Zipz fans are all characteristics of a brand that is simply trying too hard, and consumers can pick up on that in an instant. Cool is effortless. Let the shoes speak for themselves instead of talking all over them.

There is also a problem with consistency. Based on what we were told by the Zipz executives about their demographic and target audience, we noticed that the messages they were sending to the public about their company were not tailored towards these groups at all. It’s imperative that a company speaks directly to the people it’s trying to attract.

target Audience

9

The market segment is focused towards the early adopters who influence those around them. Geographically these individuals tend to live along the coasts on both the east and west where trends begin, which gradually trickle from the outside in influencing the rest of the country. They cover an age range from 8-34 within the middle class income. These individuals are drawn to the attractive lifestyle of western or California culture; sports, sun and beach.

A 30 year old photographer who travels the world capturing unique moments. Living out of a suitcase comes second nature to her. She has learned how to efficiently pack so that she has many apparel options for whatever environment or situation life throws her. This makes her an ideal target because Zipz gives her the option to pack her entire shoe closet into her suitcase without taking up too much space. She also has a family and since the women are usually theconsumers of the family, Zipz offers a cost-effective product that attracts mothers.

Women 18-34Primary

10

As a 26 year old, he is in his prime years with a lot to give. He has a steadyjob in the social media business. He enjoys trying new things and is always up

to date on the latest trends. He is constantly experimenting with new apps andtelling his friends to download them. This makes him a prime target because he

is the true definition of a early adopter. He will influence those around himbecause they value his opinion and view him as a knowledgeable source.

Like your typical 14 year old, Max is almost impossible to track down. If he’s not hanging out with friends, surfing, or in his room playing guitar, you might be able to find him at your local skate park. Most recently he’s become interested in graffiti and design, making him a prime target because he finds relevance in being a creator. Zipz will allow him to express himself through customization.

Men 18-34

Teenagers 8-17

Secondary

Tertiary

Consumer trends

11

Nowadays it’s all about the individual. People are trying to find new ways to differentiate themselves from everyone else while still belonging to a community. They see their clothing as a way to show the you who they are before you even walk up and have a conversation with them. With the variety of fashion options in the world today, it’s easier than ever for someone to create their own personal style. They’re picky, they seek the “cool factor” and chances are that if you ask them about it, they’ll tell you, “I just want something that’s ‘me’.”

creative Process

12

Our creative process revolved around the idea that your shoes are an extension of who you are and how you present yourself to the world. Any fashion choice is a means of self expression. People “wear different skins” according to their environment; adapting to your current situation is a human nature. Zipz gives you the option to reveal every side of your personality, growing with you as your tastes evolve. California’s physical landscape provides boundless opportunities, allowing you to go from the beach to the mountains over the course of one day and still have time to make it to the city for dinner. Zipz provides the opportunity to seamlessly navigate through your everyday life with what is essentially one pair of shoes.

Big Idea

13

The Untie campaign reflects the freedom experienced through growth. It gives you the ability to adapt to your settings and evolve when presented with change. It

encourages you to reveal various sides of your personality through self exploration.

Evolve

14

Tag line

tone

Explore. Grow. Transform.

Adventurous, Passionate, Free

Executions

15

The idea is that in California you never know where you’ll end up next. The commercial consists of a progression of artistic shots that range from surfing at the beach to hiking in the mountains, from taking photos in the desert to skateboarding in the park, and finally to Hollywood for dinner with friends. All of these shots will have the free-spirited road trip vibe of “wherever life takes you,” stopping along different areas off the highway. Because of the very diverse California landscape, you can feel like you are in a new place every hundred miles or so. And just like all of the variety you can get from this one state, you have the same option all in one shoe, allowing you to adapt accordingly to each new environment. Life is what you make of it. Go out there and define yourself

Our online video will run on Hulu during the launch of their summer and spring lines to create awareness and drive traffic to the homepage.

Our creative vision is based of off the wide range of lifestyles and locales throughout California.

The brand video will live on the homepage of the Zipz site and will serve as an informative piece that will illustrate the values and benefits of the Zipz brand. It will consist of motion graphics and clips that are consistent in tone the online commercial that will come later.

Creative Vision

Online Commercial

Brand Video

16

All other creative, such as banner ads and website artwork will maintain the tone of the artwork to the left.

partnership

17

A partnership with the Surfrider Foundation would provide a great way to stay connected with the community for a good cause within the surfing community. This helps us remain connected and rooted to the California culture that Zipz represents as a brand. Zipz would partner with Surfrider Foundation Beach Clean Up events, which would consist of Saturday morning clean ups that function to keep our beaches clean and eco- friendly. A booth would be set up during these clean ups to hand out free Zipz items and raise awareness for the brand and what they represent.

Surfrider Foundation

event

18

The launch party would combine two events into one afternoon at Venice Beach, thereby accommodating both the active portion of the target audience as well as the older and more sophisticated portion. Venice Beach is an exciting place that encourages the unique and different. Venice offers a great daytime vibe that’s well suited for both the recreationalist and the lounger. The graffiti covered walls and outdoor skate park right by the beach target the more adventurous, active individuals while the bars and rooftop lounges that overlook the sunset cater to our 21 and over audience. The event would be hosted in two locations along the shore and also at a lounge within the city of Venice Beach. The beach party would sponsor a DJ to spin on the sand, which would draw in the surfers and skaters while another DJ would be placed at a party at HIGH Rooftop Lounge in the Hotel Erwin with a bar that offers an amazing view of the sunset. This would last from 1-7pm.

Launch Party

Social Media

19

Social media has transcended its initial meaning, with particular networks and platforms no longer defining the word “social.” Social media is a set of behaviors, not a set of prescribed tools. Sharing is becoming frictionless and more necessary as major networks permeate every aspect of our lives and niche networks spring up to fill the gaps. Although they still matter, “likes” are depreciating in value by the minute as they are constantly being challenged by contextual connections that explain why people share. Brands are looking past the “like” button and toward more meaningful consumer engagement, all the while still battling concerns about privacy. Through it all, consumers are looking for ways to share what matters most to them — meaning that the media truly has become social.

Random recommendations and disjointed discovery no longer suffice, as consumers crave greater context and relevance in their social media maneuvers. Social, local andmobile media will continue to get buzz as consumers find ways to make it work for them. But be cautious, because oversharing is the quickest way to scare people away. Consumers value well placed, thought out messages that help them make the right connections at the right moments.

Social Media Today

Social Media In the future

Where you need to be

20

TwitterFacebookPinterestInstagramYoutubeZipz Blog

All posts need to be Relevant and in the Proper tone for the brand

Contest

21

To increase awareness and word of mouth exposure of the Zipz brand, we will be hosting three sweepstakes to send three lucky winners on all expenses paid vacations to San Francisco, Hollywood, and Southern California action sports destinations. Each winner will spend one week at their respective destination, with the final day of the trip culminating at the Zipz launch party in Venice Beach, CA.

22

One lucky winner of our San Francisco sweepstakes will jet set out to the City by the Bay for a one week, all expenses paid vacation. Check out by Fisherman’s Wharf, marvel at the Golden Gate Bridge, take a stroll through Golden Gate Park, and soak in the culture on Haight-Ashbury all before dinner! The winner will be put up in a five star hotel and provided with an arsenal of Zipz products to help them cruise the streets of hilly San Francisco.

San Francisco

The winner of our Hollywood contest will be flown out to Tinsel Town for seven days to receive some celebrity treatment, all paid for by Zipz! We’ll put you up in a five star hotel near Sunset Boulevard so that you can experience all this magnificent city has to offer. You’ll stop by the Chinese Theatre, get your paparazzi on with some celebrity tours, take tours through movie studios, and have some fun at Santa Monica Pier. And before you leave, we’ll even send you on a 3rd street Promenade shopping spree. You’ll be super busy but don’t worry, we’ll supply you with all the pairs of Zipz you need to paint the town!

The winner of our Action Sports contest will fly out to sunny Southern California for a week packed with extreme sports madness. First stop, the glorious mountains of Big Bear to shred the slopes and huck some epic airs! Next on the agenda is a skate down the Newport Beach boardwalk to the famed 56th Street surf spot, where the winner will paddle out for some one-on-one surf lessons. Finally, the winner will get hooked up with some awesome Zipz products to match their radical style!

Hollywood

Action Sports

Adwords

23

Our AdWords Campaigns will run in the top ten trendsetting states in the U.S. on google’s search network and on 15 select sites on their display network. Five of the sites will be lifestyle sites, five will be fashion sites and the last five will be action sports. These cities and websites are influential because of the disproportionately high number of designers, artists, celebrities, wealthy people, young people, and gay men – all typical trendsetters – that live in and/or interact with them. The important criteria is that all these groups mingle with each other.

A majority of our budget will go to a strategic online AdWords advertising campaign. This will increase brand recognition and total sales, The cost per lead is low, traceable and most importantly, ad spend and placement is adjustable. Zipz is a perfect fit for this approach to advertising because they will garner the most revenue from direct sales on their website and this campaign can grow with their business.

Website

24

• There should be a Zipz blog with relevant posts about California lifestyle, artists, fashion.

• There are inconsistencies in the messaging throughout the site.

• Overuse of exclamation points and calling a product cool looks unprofessional. State the facts about your design and innovation and let the consumer be the judge of whether or not the product is cool.

• Polish all of the copy and unify typography.

• Ease off the puns and wordplay.

Suggestions :

• 360 views of the shoes. Multiple angles. Zoomable. If you’re going to sell a product online you need to display it in a way that tells a story and convinces consumers that you’re selling a quality product. (e.g. MyHabit)

• Use bigger “add to cart” buttons. Why not make it as easy as possible for people to spend money on your site?

• The landing page should have product and call to action above the fold, you shouldn’t have to scroll to find product.

• Get rid of the limited time TV offer button at the top. Has a cheap snuggie feel to it. Doesn’t feel like a quality brand when it is associated with as seen on tv marketing jargon all over the place.

• Include limited edition/time sensitive products/product lines to increase and drive sales online

• Organize the site and feel of each page with the line of shoes that they are associated with

Promotions

25

Katy Perry Movie- The partnership with Katy Perry could allow another opportunity to incorporate music and fashion. Upon the movie’s release Katy could design her own branded shoe. In addition there would be a contest to go meet Katy Perry and attend the movie premiere in a limo.

Project X- In partnering with the Project X, a custom design shoe contest would target the movies main audience, college students. Whoever creates the best design will be able to throw their own party and get a well known artist or DJ to come perform at their school and Warner Home Entertainment would throw the event.

Fashion and music have always worked hand in hand. Incorporating and infusing music with Zipz shoes would gather a new audience and fan base. Well known bands and musicians with a presence on social media would be used as brand ambassadors. They would design their own custom shoe and showcase it online using Twitter to promote their design, which would then promote Zipz.

Another promotion catering to the designers and fashion artists would be a design contest. Zipz would allow students of major design schools such as FIT, Parsons and FIDM to enter a shoe designing contest where they create their own line of shoes. The winner with the best design will earn a paid internship on Zipz design team and have their shoe line created and sold in stores.

Katy Perry

Project x

Music

Design

evaluation

With a budget of 1 million dollars we are planning to garner over 100 million impressions through Google ad words, hulu, Youtube, contests and social media executions throughout the year. Of those impressions we expect that 3% will convert to sales and that there will be a 40% increase in website traffic.

26

budget

27

media plan

28

We at Ellipsis thank you for time and consideration. As Zipz continues to grow and evolve, our hope is to embark on the journey along with it. Wherever the

road takes you, one transformation at a time.