Zappos.com is Clothes-Minded, Thinks Inside the Box
ZAPPOS.COM IS CLOTHES-MINDED, THINKS INSIDE THE BOX
Launches 2009 Television Campaign "Step Into Zappos"
Las Vegas, NV - February 22, 2009 - Zappos.com, a leader in online apparel and footwear sales, unveiled today its 2009 television campaign-"Step Into Zappos." The spots' upbeat music, funky graphics, and fun performances illuminate that Zappos.com offers a wide selection of clothing, accessories, handbags, and of course, shoes-millions of products from over 1,000 clothing and shoe brands including Michael Kors, Stuart Weitzman and Just Cavalli. Created by The Ad Store New York with the media planning and buying conducted by Gotham Direct, the campaign will air on 25 national cable networks. The series of ads capture the unique essence of the Zappos.com brand-and its distinctly quirky culture.
The new spots feature everyday people in various stages of dress stepping into a Zappos.com box, lifting the box up and over them and magically dressing them from head to toe in clothing from Zappos.com-transforming both their style and their moods. The "Step Into Zappos" campaign builds on last year's "Put a Little Zappos In Your Day!" campaign.
• Two 30-second and six 15-second spots embed Zappos Ten Core Values in the graphics which are woven throughout the "Step Into Zappos" ad campaign
• New television spots launch on February 22, 2009, airing nationally
• Zappos now has a wider selection of clothes, shoes, accessories, handbags
• Free shipping both ways and 365 day returns
• Company culture rocks
• Airing on cable networks including Comedy Channel, MTV, ESPN, Bravo and E!
• Campaign will span three waves throughout 2009-spring, back to school and holiday
"We wanted our new ads to convey the evolution of the Zappos.com brand from an online shoe store to a one-stop shop for your entire wardrobe," said Michelle Thomas, Brand Marketing Manager, Zappos.com. "The ads show viewers that we've taken all the risk out of shopping online by offering free overnight shipping and returns and a really fun shopping experience without ever leaving the comfort of their own home."
"Our work with Zappos has always been about communicating that ‘Zappos-y' feeling to the consumer," said Brian Flatow, President The Ad Store New York. "Now that their product offerings have expanded, we get to tell people there are more opportunities than ever to capture that feeling."
"Gotham Direct activated a media campaign that enabled Zappos to achieve high levels of awareness and at the same time meet their ROI thresholds," said Greg Messerle, President Gotham Direct. "Our approach of ‘Brand Response' buying enabled Zappos to engender trust with consumers via high profile cable networks but at the same time, scale their business profitably by focusing on very efficient placements."
Established in 1999, Zappos.com has quickly become a leader in online apparel and footwear sales by striving to provide shoppers with the best possible service and selection. In 2008, the company's gross merchandise sales exceeded $1 billion. Zappos.com currently stocks millions of products from over 1000 clothing and shoe brands. Zappos.com was recognized in 2009 by FORTUNE MAGAZINE as one of the "100 BEST COMPANIES TO WORK FOR", debuting as the highest-ranking newcomer to FORTUNE's 2009 list. More information about the company's customer service philosophy, unique company culture, and job openings can be found at http://about.zappos.com More information about the "Zappos Insights" business membership program can be found at http://www.zapposinsights.com
# # #