CLIENT
CROCS
Edward Wunsch, Dir.-Mktg.
John Gvazdinskas, Sr. Brand Mgr.
AGENCY
Raewyn Topp, Global Mktg. Mgr. & Brand Strategist
Bronwyn Gay, Creative Dir.
Tim Chapman, Creative Team Leader
Richard Tattershaw, Creative Dir.
Richard McDonald, Acct. Dir.
Zimmerman
Steve Kurtzer, Retail Media Dir.
Ilana Casser, Sr. Media Planner
Fred Zuckerman, Exec. VP-Media Services
SUMMARY
Essentially a start-up company 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 on-slaught of copy-cat rip-offs fighting with their hero shoe 'the classic clog'. Despite these challenges the agency's plan grew new shoe styles to 67% of total sales, in addition to growing total Crocs sales to 19 million pairs, 180% above target. The key to this success was 'Discover Crocs'. A big idea based on the consumers love of discovering unique Crocs benefits that outweigh their unusual appearance. The agency hid Crocs in eye popping creative thus capturing the idea of discovery.
