Skechers has launched a new Asia Pacific campaign “SKECHERS DLT-A x Zico” featuring South Korean rapper Zico, for the brand’s new line DLT-A. The campaign will be executed across Asia Pacific, including Singapore, Malaysia, Hong Kong, South Korea, Thailand and Vietnam.
In a statement to Marketing, Skechers’ spokesperson said “SKECHERS DLT-A x Zico” will be executed on YouTube, out-of-home (OOH) channels and cinemas. One of the highlights of its OOH execution is a hologram video projection showing a 3D video of the DLT-A shoes, along with a wall mural at Dhoby Ghaut station in Singapore. Location-based digital banner ads will also be used for the campaign. The first phase of the DLT-A launch will run for three months, before the second phase commences in February/March 2018, where new colours and designs will be added to the DLT-A collection.
Blackblue Media Group was also involved in the Singapore aspect of the campaign, which had its creatives developed in-house by Skechers. Dentsu Korea is responsible for the overall campaign and TV commercial.
Skechers collaborated with Zico as it needed someone who could pull off the underground style of its DLT-A collection. Zico’s hip-hop rapper persona and style icon cult status in South Korea made him a good fit for the campaign. His endorsement for Skechers runs for a year. Among the list of Skechers endorsers include Demi Lovato, Meghan Trainor and South Korean pop groups SISTAR and EXO.
“We are excited to introduce holographic displays as the latest advertising solution for our clients. Creating 3D holographic displays for retail products is like displaying the actual products. Consumers can immediately see how they look even though the actual products are not on display,” Jayne Kwek, CEO of Moove Media, which partnered with Skechers for the campaign, said.
The “SKECHERS DLT-A x Zico” campaign follows the launch of Skechers’ global marketing campaign in August for its women’s footwear collection, featuring North American singer Camila Cabello. According to Michael Greenberg, president of Skechers, Cabello’s popularity among the Millennials and Generation Z fans makes her a “great” global icon for the brand.