MZInc. Makes Sure Generation "Y" Stays Plugged In

Challenge

When Plugg came to MZInc. to promote their new board sport clothing label, they wanted to quickly penetrate the notoriously fickle teen market, and establish a unique brand identity among the board sport market, which is composed of urban and suburban youth from 12-20 involved in in-line skating, skate boarding, and snow boarding. Once brand recognition was established, they would need direction in their distribution efforts to ensure that customers who wanted the clothes could get them. In addition, public relations efforts would also be needed to both establish and maintain the brand image.

Solution

Market Relatability

A top priority was to make sure that the ads, including print, radio, television, and web had a genuine appeal that was relatable to the board sporting community. Research had revealed that the skating world was peopled by teens that were very individualistic, and at the same time very clannish, thus it would be very important that the ads, and the brand image be very relatable to the target audience. One way this was achieved was to produce print and television ads using actual skaters recruited in New York under the Brooklyn Bridge, a well know mecca for skaters, instead of actors and models.

Innovative Approach

Market Research indicated that the board sport or speed sport enthusiast tended to be very socially aware and to favor positive initiatives in society that are people and Earth friendly. With this in mind, a comic book featuring teen super heroes that fight for the environment was given away with every purchase of Plugg Jeans. Print ads for Plugg were featured on the inside front and back covers of the comic book.

More Than an Ad Agency

Plugg needed more than an Ad Agency, they needed assistance in successfully marketing and distributing their label nationally. MZInc. not only designed and produced a B2B package to market them to retail buyers, they actually did the legwork and brokered agreements with several retail chains including, Filene’s, Hecht’s. Strawbridge’s, Foley’s, Robinson-May, Kaufmann’s, Famous-Barr, LS Ayres, Meier & Frank, and Buckle’s. MZInc.’s industry relationships pay off for their clients.

A Total Package

MZInc. put together a comprehensive campaign from concept to completion, including re-design of web page, print ad production and placement, television and radio production and placement, event and guerilla marketing at youth intensive events, trade show promotion from booth to marketing materials, as well as cross marketing… taking advantage of the relationship Plugg had with BMX king Mongoose. MZInc. also designed and published a promotional comic book.

photography by Ike Karnick