Building on the successful Fall 2011 launch of UGG for Men and the company’s first advertising campaign featuring quarterback Tom Brady, UGG® Australia, a division of Deckers Outdoor Corporation (NASDAQGS: DECK), sustains its momentum into Spring 2012 with an integrated creative campaign that introduces new products, underscoring the collection’s offerings for men. Debuting on March 6, 2012, the new campaign is an homage to the eclectic short film, entitled “The Chase,” and will include Online Videos, Print, OOH, Digital Display, Social, Mobile, Events, PR and Original Content.
UGG Australia debuts their new spring campaign featuring Out of Home, Online Video, Social, Mobile, Events, PR, and Original Content (Photo: Business Wire)
UGG for Men personifies authenticity, confidence and effortless style. The breadth and depth of the Men’s Spring 2012 line extends beyond what most consumers believe about the UGG brand, consisting of sneakers, boots, casual shoes, flip flops, accessories, outerwear and more. Because UGG has generally been viewed as a cold-weather footwear brand, this campaign was designed to showcase the brand’s robust collection of year-round products, emphasizing UGG’s sense of style for all seasons.
“We are thrilled about the growth of our Men’s business and believe the integrated UGG for Men Spring campaign will successfully build on that the momentum we started this past Fall,” said Connie Rishwain, President, UGG Australia.
“The Chase” is divided into two: 30 shorts that translate UGG for Men’s authentic and effortless style into a timeless Spring narrative: The Road Trip. The story is told as a cinematic journey by M&C Saatchi Los Angeles and through the vision of director Gary Shore of Anonymous Content: two friends – a man and a woman – drive off in a Classic Pontiac GTO, running into obstacles and experiencing the adventure of the open road from Chicago to Los Angeles. Their aim is to complete an impossible mission: to chase the sun. With backdrops that range from the snowy weather of Chicago to the iconic coastline of Los Angeles, the protagonists capture both the essence and thrill of “The Chase.” Traveling fast enough in the direction of the sun, they will keep it in the sky long enough and catch it setting over the Pacific.
Inherently, a story entitled “The Chase” evokes suspense and expectation. To capitalize on this, the story has been split into two natural arcs that create intrigue and leave the viewer wanting more, asking, “How does it end?” The media strategy includes sequential targeting that will utilize cookies to seed Part One and then Part Two to consumers who already have viewed Part One. In addition, the videos will be available for viewing at www.UggAustralia.com, to instantly see how the story ends as well as allow end users to learn more about the brand and range of UGG for Men’s product offering.
“The Chase” campaign includes Online Videos, Print, OOH, Digital Display, Social, Mobile, Events, PR and Original Content. Media will launch with digital video on March 5, 2012 on Hulu, CBS.com, Pandora, Urban Daddy and www.UggAustralia.com. Print will include Complex, ESPN The Magazine, Esquire, GQ, Men’s Journal, New York Times T Magazine, OOH running in both New York City and Los Angeles, and The Spring 2012 UGG for Men Online Videos, OOH, Digital Display and Mobile was produced by M&C Saatchi Los Angeles. The media was planned and purchased by KSL Media, Los Angeles.
UGG for Men Spring 2012 Featured Products:
KALDWELL: Quickly becoming the quintessential spring chukka, the Kaldwell boasts a burnished nubuck upper and seersucker-inspired, cotton-striped lining. Providing lightweight traction, a custom- created Vibram® outsole lends signature UGG® luxury.
BRACKEN: An easy slip-on sneaker, the Bracken Canvas features the classic sneaker silhouette refreshed for warmer weather. With a soft sheepskin heel counter and moisture-wicking Dri-lex® sockliner, this sneaker showcases classic comfort and understated style.
VANOWEN: Laid back with a hint of luxury, the Vanowen combines an old-school feel with the contemporary comfort features of UGG® Australia. A soft sheepskin heel counter and moisture-wicking Dri-lex® sockliner create the quintessential go-to sneaker for fall and beyond.
All products will be available at www.UggAustralia.com, at flagship locations and at select retailers, worldwide.
About Deckers Outdoor Corporation:
Deckers Outdoor Corporation strives to be a premier lifestyle marketer that builds niche brands into global market leaders by designing and marketing innovative, functional and fashion-oriented footwear developed for both high performance outdoor activities and everyday casual lifestyle use. Teva®, Simple®Shoes, UGG® Australia, TSUBO®, Sanuk® and Ahnu® are registered trademarks of Deckers Outdoor Corporation.
About M&C Saatchi Los Angeles:
M&C Saatchi is the world's largest independent marketing communications group, with 26 offices in 18 countries. The network employs more than 1,800 people who service over 200 clients, spanning advertising, media buying, digital marketing, mobile, public relations, sponsorship and event management. The agency was founded in 1995 by Maurice and Charles Saatchi with the principal of ‘Brutal Simplicity of Thought,’ and was called "the fastest growing start-up in advertising history" by Adweek. The agency has produced iconic work for Ketel One, Crystal Cruises, Qantas, San Diego Zoo, New Mexico Tourism Department, Google, and the California Department of Public Health. For more info, please see www.mcsaatchi.com.
About M&C Saatchi PR:
M&C Saatchi PR serves as the creative communications arm of M&C Saatchi Group. With several public relations offices around the world, including New York, London and Sydney, M&C Saatchi PR in New York specializes in four key practice areas: Consumer, Sports & Entertainment, Digital & Social Media, and Multicultural Outreach. For more info, please see www.mcsaatchi.com.
About KSL Media:
KSL Media is one of the largest and fastest growing independent media services companies in America. It specializes in helping entrepreneurial companies acquire and retain their best customers. KSL works with clients across numerous categories including Toshiba, Bacardi, Publisher’s Clearing House, ConocoPhillips, Mercury Insurance, Anna’s Linens, Curacao Tourism Board, United Way of Greater Los Angeles and Sizzler. KSL has offices in New York, Los Angeles and Las Vegas. For more info, please see http://www.kslmedia.com.
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50194151&lang=en