The Challenge
Revitalise the brand in the minds of our target market. Make us stand for something. Platypus Shoes were a retail shoe brand with an image problem. Declining sales, very low brand awareness and market share being cannabilised by competition.
Strategy
We needed a really big idea to transcend into the youth culture without coming across as just another marketing slogan. Our product is cool and hip, and so is our market and therefore they are fical by nature.
We developed the positioning: 'Sneakers for Urban creatures', defining our market as a series of urban creatures and shoes from Platypus retail store were perfect for their urban lifestyle. This allowed for segmentation and tailoring communications to specific target markets.
We built an engaging, funky website and even developed an 'urban creature' branded theme song that was to played on the website and throughout the underground nightclubs of Melbourne.
The next stage is to transcend The Urban Creature theme through mainstream media, and an interactive viral campaign.
