Zappos Made Me Smile, When I Really Needed It.
A recent trip through New York’s Laguardia airport, had me pass through security on a late evening trip back home. I had been up since 4:00 AM, worked throughout the day, and was heading back home on a late evening flight. After waiting in the security line for about 20 minutes, I approached the always painful step of removing everything I possess. Exhausted, I emptied my pockets (pens, keys, coins, etc), took out my laptop from my briefcase, removed my winter coat and suit coat, removed my belt, and then the always humiliating task of removing my shoes. As I placed my shoes into the security bin, I was faced with this Zappos ad staring back at me - it brought a smile to my face and a warm chuckle. What a creative ad!!
For those of you who do not know, Zappos is one of the world’s leading online e-commerce sites that sells SHOES. That’s all, just shoes. And they generated over $1 Billion in revenue last year…selling shoes, online. It is an incredible success story with a unique culture. Zappos was recently purchased by Amazon, but have remained a fully independent operating unit. Based on their continued success, I am not sure why that would change.
I don’t know who came up with this idea, but I think it is brilliant. I expect there will be a loud chorus of negative and grumpy individuals who will say how inappropriate this is - “how can you take advantage of this dreadful security situation”, “this is not the place for a flippant insensitive advertisement”, yada, yada. Well, I beg to differ. It’s got a real ironic humor to it and it made me smile - what else can I ask for. Aside from the fact that it is likely to be a great marketing campaign for Zappos.
Zappos has always done things their own way, and I am sure they understood the risks and rewards from such a campaign, and then made their own decision. Kudos to Zappos and whoever thought of this one!
What do you think? Thumbs up or down?