Zeeman Sneaker

As an experiment Zeeman developed two sneakers. The expensive Hybrid Z (200,-) and the cheap Basic Z (12,99). The smart campaign created a lot of buzz and free publicity in all media (print, rtv, online) and did spread the brand story of Zeeman.

The campaign was planned to create a media-hype and a run on both sneakers. With just a small paid media budget (14,1 mln contacts) to kick off the campaign, the campaign realised a lot of buzz and free publicity. In newspapers, magazines, online, on radio and many publications on national tv. And engagement of a broad target group including the young generations. Building up to a total of 91,8 million earned media contacts with a media value of 5,5 million euro (OBI4WAN method) in 1,5 week. The media did spread the story of Zeeman.

The Zeeman web-shop had record sales. Both sneakers were sold out fast. Online, in the pop-up stores and in the Zeeman stores. And the resell started immediately with prices up to 500 euro.

With this campaign we did open the eyes of new customers and spread the brand story of Zeeman: contemporary clothing doesn't have to be expensive if you keep everything simple. And we underline the brand statement: Zeeman. It can be that simple.

Additional

The total budget of the campaign was 220.000 euro. This is including a paid media budget of 90.000 euro. The development of the sneakers is not part of this budget. Because the sneakers were sold for cost-price added with the normal margin. The extra margin that was calculated in the price of the Hybrid Z, was given to charity, as promised in the campaign.

Why are some sneakers so expensive? As an experiment we developed two sneakers.

The Hybrid Z with an extreme design. Marketed like expensive fashion brands: limited edition, packed in exclusive box, with tempting marketing. For sale via a online raffle and in two pop-up stores for 200 euro.

And the Basic Z. Produced and marketed the Zeeman way: basic design, large production volume, no expensive packaging, for sale in Zeeman stores and web-shop for 12,99.

We copied the marketing approach of expensive brands. With a teasing campaign for the Hybrid Z (1,5 week before sales). Using influencers and pushing online teasers to sneaker freaks.

Together with the launch of the sneakers, we released the story behind this experiment. With a website, a movie (pushed mainly online) and pr. This created a lot of buzz and free publicity in all media.

As planned this mediahype created a run for the 3-day sales of the Hybrid Z in two pop-up stores. And the sales of the Basic Z in the bigger Zeeman stores.

For low price formula Zeeman is continuous growth an absolute must. To grow in a declining, changing (online) and competitive market, Zeeman has to win new clients.

From research and last years marketing activities we know that we can convince new customers by telling the brand story of Zeeman. The story is locked up in the core of the brand: Zeeman believes in the power of simplicity. The smart and efficient process makes it possible to offer responsibly made, quality products at the lowest possible prices.

Being part of the long term campaign 'zo eenvoudig kan het zijn', we plan periodically brand activations. The objective is to break through the barriers and spread the story of Zeeman among target groups that are difficult to reach for Zeeman. For instance the target group of 18-30 years old.

With this campaign we wanted to open the eyes of new customers and spread the story of Zeeman: contemporary clothing doesn't have to be expensive if you keep everything simple.

Jury Feedback

ADVERTISING – INTEGRATED / BRONZE

Zeeman has a history of strong PR ideas and campaigns. With this campaign they built upon that history. They surprised us yet again with a new, fresh idea that fits the brand and the zeitgeist. This case demonstrates how a brand can fully take part in another culture, ‘the sneaker head scene’, by embracing and choosing the right media and channels, without neglecting or denying its own heritage and brand values. Zeeman can stick to its core and still manage to access a completely different conversation in a way that is both credible and valuable. This campaign sets the bar for other entries in this category. It’s one of the best of ones this year.