Our client CROCS is a well-known brand but is rarely chosen by a specific target audience – active youth. Young people usually associate the shoes with daily routine rather than travels or leisure activities. For this reason, they are not associated with being stylish as well. CROCS would like to address the young adventure seekers and spread a message among them that it is possible to be stylish and wear comfortable shoes at the same time.
We had to create a summer advertising campaign and introduce the renewed CROCS shoes to their target audience. Emphasizing why the new design is more appealing than the previous one.
IDEA AND SOLUTION
We knew from the beginning that comfort was the most important feature for the client’s target audience. So instead of talking a lot about the style of their products, we decided to create a series of eye-catching photos and a stylish video seeking to show that CROCS can be worn at every occasion in life.
A bright and stylish ad campaign aimed to create an identity of a stylish shoe for active people and encouraged to do more than everything: “The new shoes are so comfortable that you will want to do everything with your feet (even texting)”.
The campaign included TV, banners and communication on social media.