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
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