After a competitive pitch, Contagion has been chosen as the full creative and media partner for New Zealand's largest shoe retailer, Number One Shoes.
In a release, Contagion chief executive Dean Taylor said: "Number One Shoes is a brand with a great culture and inspiring vision. We’re equally ambitious for their business and the opportunity to work closely with their team to create change."
He wouldn't comment on who was involved in the pitch, but it's thought TBWA\, Joy and The Business were involved. Creative Bank was the incumbent.
Number One Shoes has an ambitious plan for growth (its current billings are thought to be close to $5 million a year) and it embarked on a pitch process to "find a partner that could deliver impactful retail and leadership in the digital space".
"We are now very focused on the next phase of growth for our brand and building our relevancy with a wide audience," says chief executive Gary Rohloff. "Contagion just got our vision. They have great credentials and expertise in the traditional media space and are second to none in digital and social, which we know is the new battleground for retailers."
Much of the brand's TV advertising is quintessential retail, but some of its print work looks to be targeting a more fashionable set and a few weeks back, as part of a stunt by PR agency Starseed, the Auckland public got to take home shoes straight off the models' feet as it launched its new season range.
A Number One Shoes Adshel revealed to the public where to line up to get one of 50 new season sample shoes and as the media fashion show came an end, the models stepped off the runway and continued their walk onto Customs Street to meet the crowd. All the sample shoes from the show were then handed out directly to them.
"Watching all the shoes go straight from catwalk to sidewalk and seeing the public become a part of the show was amazing," says New Zealand marketing manager Diana Lamb.