PLATYPUS SHOES
The birth of the Urban Creature
What the client said:
"Revitalise the brand in the minds of our target. Make us stand for something. Platypus Shoes is a retail shoe brand with low brand awareness and market share is being snapped up by our competitors."
What we thought:
We needed a really big idea to transcend into the youth culture without coming across as just another marketing slogan. Platypus sells a range of brand leading sneakers to an impatient audience. Platypus needed to own a position in the market.
What we created:
'Sneakers for Urban Creatures' was born. The concept plays a role in defining our target segment's identity. The right stocked brand fits the right creature criteria and this allowed us to leverage global partner brands in the overall marketing and advertising strategy. We built an engaging, funky website and even developed an 'Urban Creature' branded theme song that played throughout a number of underground nightclubs of Melbourne.
What's next?
The next stage is to transcend The Urban Creature theme through mainstream media, and an interactive viral campaign.
