For more than a decade, Zappos has helped acclimate American consumers to the especially tricky process of buying shoes, clothes and accessories online by taking customer service to new levels. From free shipping both ways to a service team with no script—well, the list of promises and feats is long. When evaluating company efforts at large, research showed that it was Zappos’ superb customer service that was having the most positive impact on purchase intent and customer loyalty. How could Zappos tell new audiences about their great customer service without tooting their own horn —and without a huge TV commercial budget?
The Zappos team combed through an enormous batch of true customer service stories provided by the Customer Loyalty Team, carefully choosing the final three that fit the right combination of heartwarming and hilarious. We scripted the stories and brought them to life in a series of :30 and :60 spots that featured the absurd lengths to which Zappos will go to satisfy its customers, tagged with the line “Our vow is to wow.” On a scrappy budget of $220,000, we planned and produced a three-day, same-location shoot, followed by in-house post work to prep for a multi-channel release.
Our :30 and :60-second cuts of each video used across digital and broadcast channels, with praise from both AdWeek (“fun and functional”) and AdAge, who covered the spots as an Editor’s Pick for Top TV Commercials & Video Production. Loyalty360 and Internet Retailer also gave the spots coverage.
“This is only the beginning. There are so many wonderful true stories that happen every day because of Zappos, and I’m now on a mission to collect and share them with others.”