4. Ellipsis is a creative collaborative that
bridges the gap between brands and what
the world needs to know about them.
Vinnie Finn - Creative Director
Arielle Gamble - Copy Writer
Morgan Ryan - Public Relations
Stephen Jepson - Research/Media
Agency Brief
1
(Starting witht the mustache and around clockwise)
5. 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...
6. 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.
7. 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.
8. 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.
9. 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
10. 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.
11. 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.
12. 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 the
consumers of the family, Zipz offers a cost-
effective product that attracts mothers.
Women 18-34
Primary
13. 10
As a 26 year old, he is in his prime years with a lot to give. He has a steady
job 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 and
telling 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 him
because 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
14. 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’.”
15. 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.
16. 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
18. 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
19. 16
All other creative, such as banner ads
and website artwork will maintain
the tone of the artwork to the left.
20. 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
21. 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
22. 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
23. Where you need to be
20
Twitter
Facebook
Pinterest
Instagram
Youtube
Zipz Blog
All posts need to be Relevant and in the Proper tone for the brand
24. 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.
25. 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
26. 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.
27. 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
28. 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
29. 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
32. 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.
