New-world approach is finalist for the prestigious Effie Awards for 2008
New-world thinking has made TimeZoneOne a finalist in the 2008 Effie Awards in the category of fashion/style for their innovative Crocs, Inc. campaign, Take a Closer Look
Crocs, 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.
TimeZoneOne’s new-world thinking and innovative approach enabled Crocs to leave a permanent global brand footprint on the mind of the consumer. (See case summary and attached JPEG for details.)
Richard Tattershaw, president of TimeZoneOne, said upon learning that the Crocs campaign was in the final running for the 2008 Effie Award, “TimeZoneOne clients have looked to our agency to provide new-world thinking when designing campaigns that produce solid results. We at TimeZoneOne are honored to be a finalist for the award 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.”
Case summary submitted to the Effie Awards in the category of fashion/style.
Crocs faced a number of challenges: They were a one-product company, they were competing in a market dominated by global brands, and they were 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, Crocs grew new shoe styles to 67% of total sales, in addition to growing total Crocs sales to 19 million pairs, 180% above target. One key component to this success was TimeZoneOne’s campaign, “Discover Crocs,” 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 Crocs successfully market the expansion of their product line to include more than 110 unique shoe models.
The winners of the 2008 Effie Awards will be announced in next few weeks.
About Crocs, Inc.
Crocs, Inc. is a rapidly growing designer, manufacturer and retailer of footwear for men, women and children under the CrocsTM brand.
All CrocsTM brand shoes feature Crocs’ proprietary closed-cell resin, CrosliteTM, which represents a substantial innovation in footwear. The CrosliteTM material enables Crocs to produce soft, comfortable, lightweight, superior-gripping, non-marking and odor-resistant shoes. These unique elements make CrocsTM footwear ideal for casual wear, as well as for professional and recreational uses such as boating, hiking, hospitality and gardening. The versatile use of the material has enabled Crocs to successfully market its products to a broad range of consumers.CrocsTM shoes are sold in more than 90 countries and come in a wide array of colors and styles. Please visit www.crocs.com for additional information.
Contact: Rick Kamel, 312-775-8399 or 312-802-0455 rkamel@rcn.com
