Chicago, Ill. - As the Madison Avenue marketing and advertising titans gathered in New York City for this year’s prestigious Effies, they all were very surprised by TimeZoneOne’s bronze award in the fashion/style category-proving that outsourcing creative can not only connect with the consumer, but produce best in class results.
New-world thinking has made advertising agency TimeZoneOne a bronze Effie winner for their innovative CrocsTM campaign; Take a Closer Look. CrocsTM, Inc., a global footwear designer, manufacturer and retailer, turned to Chicago-and New Zealand-based TimeZoneOne to develop a creative ad campaign that would make an impact with the consumer and increase sales worldwide.
Richard Tattershaw, president of TimeZoneOne, said upon learning that the CrocsTM campaign took bronze, “TimeZoneOne is not just a new school of thought, we are a ‘New World’ agency. We think differently, we create differently and provide a very different ‘New World’ environment in the way we work with our clients. Winning this award may have been a big surprise to the attendees, but to us it is another affirmation of TimeZoneOne’s new world thinking.”
The old-school idea that when you outsource your creative you compromise creative quality, or consumer relevancy is old world thinking. We now live in a global marketplace, in the ‘New World’, TimeZoneOne continues to prove that creative outsourcing ensures best in class, fresh creative that connects with the consumer.
We at TimeZoneOne are honored to be a bronze place award winner, but the reality is that our reward is the gratification of our client’s success and their willingness to move past the old way of agency thinking and enter the ‘New World’ of creativity.
For details about TimeZoneOne’s new world approach, and to see the award-winning CrocsTM campaign; Take a Closer Look go to http://www.timezoneone.com/effie/
Case summary submitted to the Effie Awards in the category of fashion/style.
CrocsTM faced a number of challenges: They were a one-product company, competing in a market dominated by global brands, and battling against an onslaught of copy-cat rip-offs fighting with their hero shoe, “the classic clog-style shoe.” With a well rounded marketing strategy, CrocsTM grew new shoe styles to 67 percent of total sales, in addition to growing total CrocsTM sales to 19 million pairs, 180 percent above target. One key component to this success was TimeZoneOne’s campaign, “Discover CrocsTM,” a big idea based on the consumers’ love of discovering unique CrocsTM shoes benefits that outweigh their unusual appearance. The agency hid CrocsTM shoes in eye-popping creative, thus capturing the idea of discovery. Since entering these awards, TimeZoneOne has helped CrocsTM successfully market the expansion of their product line to include more than 110 unique shoe models.
About TimeZoneOne
Our clients, including CrocsTM, US Army, American Medical Association, and The School of the Art Institute of Chicago, enjoy the unique fresh air creativity, faster response delivery and fairer value for money that our New World business model delivers. We are literally the New World. Creatively, geographically, economically, structurally and technologically we are different.
Contact: Rick Kamel, 312-775-8399 or 312-802-0455 rkamel@rcn.com
