|
|
|
 |
|
|
|
Showcase
|
| 6/23/2002 | | | Guerilla Marketing to Young Men’s Target Audience | |
| Z-Cavaricci’s "Breaking the Rules" | | | | see also case study
In times of dotcoms and fast paced business, Mira Zivkovich found herself in a meeting, a few days before Christmas, with a client who wanted a complete corporate/brand identity in a matter of 6 weeks. The challenge for herself and her agency, MZInc, was irresistible. Would a medium-sized seasoned advertising agency campaign in six weeks what a Madison Avenue agency accomplishes in nine months? Here’s how.
"You will get the project if you have 10,000 shots in a matter of days", remarked Barry Briskman, president of Fishman & Tobin. MZInc was faced with the challenge of providing visual solutions of whatever form or media for the Christmas/New Year season. Mr. Briskman expressed the need for a brand that could compete in the crowded market of fashion. Zivkovich coined the idea of "breaking the rules" as a brand strategy for F&B entrance into the new markets and venues. Zivkovich’s approach to marketing is design as a science as opposed to an art form. This is what distinguishes MZInc from a Madison Avenue agency. By the end of the meeting, the entire campaign slogan became "Breaking the Rules."
Zivkovich, having produced over 60 catalog titles amongst a circulation of over 2 million catalogs, a myriad of branding programs, a full range of advertising campaigns, understands the importance of strategic planning and branding principles, and its impact on all aspects of its operation. "In advertising", Zivkovich explains, "the big picture is the photographic material and its multidisciplinary, multipurpose approach." Z-Cavaricci’s corporate brand identify needed business-to-business appeal, however there is no single medium that is central to brands, especially since Fishman and Tobin need business-to-consumer appeal as well. There should be a strategically planned accumulation of the parts: print, display, trade exhibits, packaging, e-marketing and broadcast – that creates an integrated cross media relationship among them. This magnifies the whole exponentially.
Not Just a Face
The perfect emissaries for the brand are essential for the success of that campaign. Ordinarily, finding models for the club scene would not have been difficult in New York City. But because of the holiday season, models were scarce. Zivkovich took to the streets with the desire to create almost a documentary approach to today’s look. Along with designer Ozzie Mojica, MZInc bombarded the hangouts of cool crowds and moda models. Over cocktails in a tres chic Union Square café, Zivkovich scouted the perfect models for her Z-Cavaricci campaign. Still unsatisfied with the results of her search, Zivkovich left no stone unturned. Around 3:00 a.m., Zivkovich took her team to the trendiest night club, intent on finding the perfect mix of faces of today’s youth, fit, and funk.
The essence of a guerilla marketing campaign is the heightened excitement of having in-vitro research. Zivkovich personified the epitome of being cool and real and translated this creative direction into a photo shoot. Such spontaneity and energy is required for a great shoot. If the models are at ease less time is required to set the mood, reserving valuable time, money and energy for the home stretch.
After 12 hours, forty rolls of film, and less than 10 models visually represented the multicultural Z-Cavaricci campaign. The collection featured the 24/7 activity life theme, incorporating digital and technological influences of generation X, Y, and Z. Her goals were to portray to buyers that Z-Cavaricci had the potential of wardrobe that’s wearable 24 hours a day and that this look is not only limited to night clubs.
Backing Photos with Facts
No matter how slim your budget or short your time, knowing your market audience is the most important factor in marketing. Quality research is easily discerned by a trained eye, in business or leisure. It would be a gross misjudgment to sacrifice even the slightest background information on your products and client for another aspect of marketing. A good marketer never takes their public’s general knowledge for granted. Establishing brand solutions to define the company quite frequently goes beyond the visual in supporting the brand identity. During the Z-Cavaricci photo shoot, models were used as focus groups since there was little time for extensive research. Each had their own perspective of style during the photo assimilation process. When establishing a new brand, a marketer should present new concepts in a competitive environment. In doing so, you are able to gauge the reactions of target markets almost immediately, simultaneously revising your approach based on feedback.
Presentation of Material
Our ever changing environment, fast paced lifestyle and decreased product shelf life has redefined the role of the design firm, especially with respect to branding. Clients rely heavily upon the experience, creativity and vision of design professionals to create branding solutions that work in diverse marketing environments and mediums in wholesale, retail, print, and marketing. Now you have everything you need to produce your campaign.
In a world of look alikes, it is important to show an integrated look of distinction. For its campaign, MZInc chose a concept that interconnected various media for powerful exposure internationally. To understand your customer’s needs from creative concept and production means mailing your final product directly to your target audience. With the shots to design powerful layouts to cover all selling points of the day/night wear, Z-Cavaricci wardrobe, MZInc planned the collage of images creating the 24 hour fashion look. The marketing plan was diagramed on a faxed flyer, an eight page brochure, and by business.
| |
|
|
|
|
|
