Rockport Canada begins Be Detailed campaign
Shoe company Rockport Canada has begun a new campaign called "Be Detailed." The campaign promotes a new line of shoes called "Rockport with Adidas Torsion Technology." The shoes are made with techniques developed for Adidas athletic footwear. Rockport is a division of Adidas. The campaign, created by Segal Communications of Toronto, is aimed at men over the age of 30. The ads encourage them to think of footwear as an important detail in their overall style. For two weeks, 70 mannequins will be on display in high-traffic areas of Montreal and Toronto. The mannequins are dressed in black boxer shorts, argyle socks, ties and Rockport Torsion shoes. Promotional workers will distribute a publication called The Detailed Man's Handbook. Shoeshine stations will also operate in high-traffic areas of the two cities. Smaller versions of the initiative will take place in Vancouver, Calgary and Ottawa. A website for the campaign has been constructed at BeDetailed.com. Local radio promotion will also support the effort. "This is a great opportunity for Rockport to shake up the footwear industry with a fun, innovative, and engaging campaign to correspond with their innovative and stylish footwear collection," said Mike Mulligan, account director at Segal.