Ascot used to be one of the UK’s highest selling plimsole brands in the 1970s only outperformed by Green Flash. Their products include; trainers, traditional shoes and sandals all available in leather and synthetic materials.
The firm found themselves in the high volume/low margin ‘own label’ market so we were asked to pitch against 4 top London agencies in order to create a strategic creative national advertising campaign for them. This campaign required a brand launch for retro ‘Ascot 1972’ unisex trainers. We also pitched for the launch of ‘Front Shoes’ and won this too!
Chalk & Ward Advertising were appointed to create a powerful national press advertising campaign that would be noticed not only by the male but also the female markets, driving sales through a newly established independent retail distribution channel. Ads appeared in popular titles with a huge readership including those popular in the male market; Maxim, Nuts, Zoo, FHM and Loaded.
The campaign was a success, shoes were being sold in vast quantities, celebrities were wearing them and the campaign reafirmed that Ascot are the brand to be seen wearing on your feet. The brand continues to grow from strength to strength and distribute their products internationally.
On the back of our campaign success with sister brand Ascot, our client asked us to re-invigorate their flagship men’s shoe brand Azor. Under the tag of Azor: ‘Italian for Passion’ we took these stunning shoes and placed them in front of some of the world’s most iconic Italian art in the evocative setting of London’s National Gallery. Beautiful imagery and instant sales.