Brand Name: Z. Cavaricci

Product/Service Type or Description: Retail/Consumer Products

Overview:
Nocturnal Overtime Pays Off in Documentary-Style Campaign for Clothing Brand

Z. Cavaricci, a clothing manufacturer, approached MZI Global with a terrible dilemma the evening before Christmas Eve; they needed to get their new clothing line out to the public the next day.  They wanted this new line to be available on Christmas Eve and were unsure if we could meet their tight deadline.  MZI Global stepped up to the challenge and took over.  One of the biggest challenges was the timing and dealing with the issue of all professional models and photographers having had gone home for Christmas.  MZI Global was able to solve this problem fast.  At three in the morning Mira went downtown to SoHo where she met her public relations contact.  Together they hit every nightclub.  By the end of the night they had seven of the hottest New Yorkers to model the Z. Cavaricci clothing line and MZI Global reached the holiday deadline.  MZI Global's years of experience allowed it to successfully create and execute a winning campaign.

Situation Analysis:

• Need to engage in a high impact launch to build awareness quickly
• Extremely tight deadline
• Holiday timing introduced challenge of lack of available talent

Marketing Challenge:

• Create a comprehensive integrated marketing campaign of billboards, magazine ads, P.O.P. materials, and TV ads
• Capture the Z. Cavaricci essence, "Breaking the Rules" photographically
• Accomplish deadline, which was hours before Christmas Eve

Solution:

• Mira Zivkovich decided to go with a radical documentary look of New York City's sizzling nightlife for Z. Cavaricci's marketing campaign
• Ethnosynergism_^® connected MZI Global with the people that made this campaign work
• Took advantage of real nightlife scene and was able to connect it with Z. Cavarrici’s demographic and theme, “Breaking the Rules”
• After forty rolls of film and many hours of work, MZI Global had what they needed to incorporate the multi-cultural, digital, and technological influences of the target consumers

Results:

• MZI Global's creative approach turned the disadvantage of a killer deadline into an advantage of profits for Z. Cavaricci.  At MZI Global, challenges like financial constraints were transformed into out-of-box solutions that got results.  MZI Global executed the entire integrated campaign on time and on budget, including:
  • Logo development
  • Print ads
  • P.O.P. displays
  • MTV Ad and media placement
  • Trade show exhibit graphics
  • E-marketing