Advertising campaign makes crocs a fashion phenomenon
Sun, 15 Jun 2008 6:48p.m
A Christchurch advertising agency has won a highly regarded advertising award for an ad campaign that has started a fashion phenomenon.
Fashion feat or frightening faux pas, crocs are loved or loathed like no other shoe and that is marketing gold.
Crocs’ worldwide television and print advertising campaign saw the company exceed its sales target by 180 percent - or 9 million pairs of crocs.
And the company that created the hype is Christchurch advertising agency TimeZoneOne.
“I think they really liked our entrepreneurial spirit and I think they liked the kiwi can do attitude,” TimeZoneOne general manager Nigel Foley said. “It resonated with them because they’re very entrepreneurial in what they do as well.”
The “Take a Closer Look” campaign has just won an Effie, or advertising effectiveness award in the US.
Mr Foley says the award is proof their fresh and entrepreneurial approach works.
“Exporting services around the world is a huge opportunity for New Zealand and for businesses such as ours,” Nigel Foley said. “It’s enabled us to grow. We’re five times the size of what we were when we were only in the Christchurch market.”
The company has a small kiwi sales team in Chicago, but the rest of the work is done in the Christchurch studio - allowing the agency to service their clients around the clock
TimeZoneOne are now working on crocs’ 2009 summer campaign.
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