In 2015, women’s footwear brand Ziera was losing customers, and relevance.
Their comfort heritage had made them famous, but it was commonly seen as a ‘old lady’ shoe. To drive sales growth they needed to appeal to a new audience segment, the style conscious.
So we created a provocative campaign to spark a debate - why should women be fashion victims, torturing themselves with uncomfortable shoes, when Ziera provided the perfect alternative?
Despite a tight budget, we captured the attention of millions, including the media, and re-positioned Ziera as a smart, empowering choice. Finally, women could be fashionable and feel comfortable.