ZAPPOS / ZAPPETS

Zappos has, over the past ten years built a formidable name for itself globally as a leader in customer service and experience. Its latest integrated campaign puts the Zappos staff or 'customer loyalty team' as they are referred to, at the heart of the action.

The campaign features Muppet-style puppets, called Zappets which are modelled on actual employees and uses audio clips taken from real calls. One ad features a call made to a Zappos employee where the customer asks to exchange the Nike Sportswear that they bought for another item, the Zappos employee remarks (without a hint of sarcasm) 'That's a nice deep fryer'.

The campaign, launchhing today will run across TV, print and online, with video banners and on Facebook, YouTube and on Zappos.com as well as in unlikely places such as in the plastic trays at airport security checks as a nod to its origins as a footwear retailer.

Created by Mullen, Boston the idea was the result of a number of visits to the Zappos head office from the Mullen creatives. From one of these visits Mark Wenneker, managing partner and executive creative director at Mullen, said the team would 'Stay on the line for as long as you wanted to talk. They would talk about anything' a result of Zappos unscripted and friendly approach to customer service.

Zappos.com
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Zappos article from Contagious Issue 18 for subscribers only