Brief

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Brief

  1. 1. The Running WomanAn integrated campaign brief response May 2010
  2. 2. BRIEF
  3. 3. BRIEF Opportunity: Women who stay fit and take care of themselves lose motivation during autumn. This means there is a seasonal behavioural shift that can be targeted to increase product consumption through encouraged running activity.
  4. 4. BRIEF Opportunity: Women who stay fit and take care of themselves lose motivation during autumn. This means there is a seasonal behavioural shift that can be targeted to increase product consumption through encouraged running activity.
  5. 5. BRIEF Opportunity: Women who stay fit and take care of themselves lose motivation during autumn. This means there is a seasonal behavioural shift that can be targeted to increase product consumption through encouraged running activity. Target Audience: Urban women aged between 18-39 who already are focussed on fitness who: ‣ run both indoors and outdoors, dependant on various factors such as season, gym access etc. ‣ have seasonal fitness goals rather than all-year goals. ‣ are active on Facebook and high consumers of online and mobile.
  6. 6. BRIEF Opportunity: Women who stay fit and take care of themselves lose motivation during autumn. This means there is a seasonal behavioural shift that can be targeted to increase product consumption through encouraged running activity. Target Audience: Urban women aged between 18-39 who already are focussed on fitness who: ‣ run both indoors and outdoors, dependant on various factors such as season, gym access etc. ‣ have seasonal fitness goals rather than all-year goals. ‣ are active on Facebook and high consumers of online and mobile.
  7. 7. BRIEF Opportunity: Women who stay fit and take care of themselves lose motivation during autumn. This means there is a seasonal behavioural shift that can be targeted to increase product consumption through encouraged running activity. Target Audience: Urban women aged between 18-39 who already are focussed on fitness who: ‣ run both indoors and outdoors, dependant on various factors such as season, gym access etc. ‣ have seasonal fitness goals rather than all-year goals. ‣ are active on Facebook and high consumers of online and mobile. Objectives: 1. Reach as many women as possible and: ‣ instill associations of ‘cool’ ‣ create online discussion ‣ introduce relevant Stadium products
  8. 8. BRIEF Opportunity: Women who stay fit and take care of themselves lose motivation during autumn. This means there is a seasonal behavioural shift that can be targeted to increase product consumption through encouraged running activity. Target Audience: Urban women aged between 18-39 who already are focussed on fitness who: ‣ run both indoors and outdoors, dependant on various factors such as season, gym access etc. ‣ have seasonal fitness goals rather than all-year goals. ‣ are active on Facebook and high consumers of online and mobile. Objectives: 1. Reach as many women as possible and: ‣ instill associations of ‘cool’ ‣ create online discussion ‣ introduce relevant Stadium products
  9. 9. BRIEF Opportunity: Women who stay fit and take care of themselves lose motivation during autumn. This means there is a seasonal behavioural shift that can be targeted to increase product consumption through encouraged running activity. Target Audience: Urban women aged between 18-39 who already are focussed on fitness who: ‣ run both indoors and outdoors, dependant on various factors such as season, gym access etc. ‣ have seasonal fitness goals rather than all-year goals. ‣ are active on Facebook and high consumers of online and mobile. Objectives: 1. Reach as many women as possible and: 2. Change behaviour so to increase: ‣ instill associations of ‘cool’ ‣ training in autumn/winter ‣ create online discussion ‣ purchase of running wear ‣ introduce relevant Stadium products ‣ interest in technological accessories
  10. 10. CREATIVE STRATEGY
  11. 11. CREATIVE STRATEGY Consumer Insight: I lose motivation to keeping running during autumn and need support and encouragement to keep going.
  12. 12. CREATIVE STRATEGY Consumer Insight: I lose motivation to keeping running during autumn and need support and encouragement to + keep going.
  13. 13. CREATIVE STRATEGY Consumer Insight: Brand Insight: I lose motivation to keeping running during autumn and need support and encouragement to + Stadium has the advice and products to help you reach your goals. keep going.
  14. 14. CREATIVE STRATEGY Consumer Insight: Brand Insight: I lose motivation to keeping running during autumn and need support and encouragement to + Stadium has the advice and products to help you reach your goals. keep going. =
  15. 15. CREATIVE STRATEGY Consumer Insight: Brand Insight: I lose motivation to keeping running during autumn and need support and encouragement to + Stadium has the advice and products to help you reach your goals. keep going. = Creative Territory Urban + Gritty + Hi-tech = The Running Man (film) Aspirational + Social + Life changing = Join The Movement (tagline)
  16. 16. CREATIVE STRATEGY Consumer Insight: Brand Insight: I lose motivation to keeping running during autumn and need support and encouragement to + Stadium has the advice and products to help you reach your goals. keep going. Proposition: = The Running Woman should have no excuses. Creative Territory Urban + Gritty + Hi-tech = The Running Man (film) Aspirational + Social + Life changing = Join The Movement (tagline)
  17. 17. CAMPAIGN CONCEPT
  18. 18. CAMPAIGN CONCEPT FORGET THE EXCUSES,
  19. 19. CAMPAIGN CONCEPT FORGET THE EXCUSES, JOIN THE MOVEMENT
  20. 20. CAMPAIGN CONCEPT FORGET THE EXCUSES, JOIN THE MOVEMENT A year-round running community that leverages womens’ existing social networks to encourage and reward their personal campaign for fitness.
  21. 21. CAMPAIGN CONCEPT FORGET THE EXCUSES, JOIN THE MOVEMENT A year-round running community that leverages womens’ existing social networks to encourage and reward their personal campaign for fitness. Using a digital platform optimised for both desktop and mobile, runners can socialise their activities, be encouraged to overcome excuses and be provided products that assist them in facing challenges.
  22. 22. HOW IT WORKS FORGET THE EXCUSES, JOIN THE MOVEMENT
  23. 23. HOW IT WORKS FORGET THE EXCUSES, JOIN THE MOVEMENTIN-STORE TV PRINT SEMBANNERS
  24. 24. HOW IT WORKS FORGET THE EXCUSES, JOIN THE MOVEMENTIN-STORE TV PRINT SEMBANNERS
  25. 25. HOW IT WORKS FORGET THE EXCUSES, JOIN THE MOVEMENT MOBILE/DESKTOP Forget The Excuses Join the movementIN-STORE Your 1h20 Weather Last 4km Today Run 3/3/10 10 c TV Go Running Your Run Log PRINT Find an excuse for today SEM Your Rewards Shout out for a running partnerBANNERS Find a race near you Get new Spotify music Run into a store
  26. 26. HOW IT WORKS FORGET THE EXCUSES, JOIN THE MOVEMENT MOBILE/DESKTOP Forget The Excuses Join the movementIN-STORE Your 1h20 Weather Last 4km Today Run 3/3/10 10 c TV Go Running Your Run Log PRINT Find an excuse for today SEM Your Rewards Shout out for a running partnerBANNERS Find a race near you Get new Spotify music Run into a store
  27. 27. HOW IT WORKS FORGET THE EXCUSES, JOIN THE MOVEMENT MOBILE/DESKTOP FACEBOOK Forget The Excuses Run Status Update Just ran 10km in 1h. Woo Hoo! Join the movement Join The MovementIN-STORE Your 1h20 Weather Last 4km Today Run 3/3/10 10 c Excuse Status Update TV Can’t be bothered going for a run, Go Running watching CSI instead. Spur on Celeste with a comment Join The Movement Your Run Log PRINT Find an excuse for today Progress Status Update SEM Your Rewards Ran for the 3rd time this week. Here is a log of all my runs... Join The Movement Shout out for a running partnerBANNERS Shout Out Status Update Find a race near you to join me? Going for a run tonight. Anyone want Join The Movement Get new Spotify music Run into a store ClickThru to your Run Log
  28. 28. HOW IT WORKS FORGET THE EXCUSES, JOIN THE MOVEMENT MOBILE/DESKTOP FACEBOOK Forget The Excuses Run Status Update Just ran 10km in 1h. Woo Hoo! Join the movement Join The MovementIN-STORE Your 1h20 Weather Last 4km Today Run 3/3/10 10 c Excuse Status Update TV Can’t be bothered going for a run, Go Running watching CSI instead. Spur on Celeste with a comment Join The Movement Your Run Log PRINT Find an excuse for today Progress Status Update SEM Your Rewards Ran for the 3rd time this week. Here is a log of all my runs... Join The Movement Shout out for a running partnerBANNERS Shout Out Status Update Find a race near you to join me? Going for a run tonight. Anyone want Join The Movement Get new Spotify music Run into a store ClickThru to your Run Log
  29. 29. INTERLINKED MEDIA
  30. 30. INTERLINKED MEDIA SALES PROMOTION: ‣ Relevant products presented for excuses with discounts as rewards. ‣ Excuse: It’s too cold outside = Offer: 20% off COLDG BLITZ MOCK top. ‣ Relevant products to reward progress: ‣ Congratulations on running 15 times this month, come in store and receive this offer. ‣ You’ve run 200km, so come in and get new runners at 50% off.
  31. 31. INTERLINKED MEDIA SALES PROMOTION: ‣ Relevant products presented for excuses with discounts as rewards. ‣ Excuse: It’s too cold outside = Offer: 20% off COLDG BLITZ MOCK top. ‣ Relevant products to reward progress: ‣ Congratulations on running 15 times this month, come in store and receive this offer. ‣ You’ve run 200km, so come in and get new runners at 50% off. IN-STORE: ‣ Wall display presenting the week’s most popular excuses. ‣ Products presented as solutions to common excuses. ‣ Redemption of rewards (special offers) through mobile coupons.
  32. 32. CAMPAIGN MECHANICS 1. REACH 2. ENCOURAGE & 3. ADVOCACY 4. RETAIN TASK DRIVE VALUE Spread the word about Reach and educate A personal running site your own activity to prospects via campaign connected to your wider Facebook and thus Create motivating reasons HOW media buy & in-store to establish the proposition, network (Facebook) that forbids excuses and indirectly advocate Stadium brand and attribute to continually interact with your personal running page. ‘Forget the excuses’ rewards effort. associations relevant to your peer group. MEDIA FEATURES POST TO FACEBOOK COMMITMENT: ‣ TV Media Buy ‣ Run Log: Past runs, ‣ Completed Run posted ‣ Once they start using ‣ Print Media Buy time, distance, etc. to Facebook. the log they will be ‣ Digital Media Buy ‣ Run Tracker- GPS and ‣ Chosen excuse posted committed to ‣ eDM Blast manual to Facebook asking advancing personal ‣ In-store ‣ Find a running partner friends to encourage progress. ‣ SEM ‣ Spotify list you. ‣ Campaign Site ‣ Find a running partner: REWARDS: NO EXCUSES Shout out to get friends ‣ Runs are rewarded with KEY MESSAGE ‣ Today’s local weather to go for a run later. special offers WHAT ‣ There is no excuse, just run and join the and solutions to the excuse. FACEBOOK LINKS TO: movement. ‣ List of other excuses ‣ Link to your run log ‣ Highlight common playing on both the fun where all running excuses - hero elements and serious activity is listed products from Stadium reasons. including past excuses. ‣ Product offers link to ‣ CTA is to join the CALL-TO-ACTION specific excuses movement themselves. ‣ Campaign site optimised for both desktop & mobile. ‣ Media Reporting ‣ On-site traffic ‣ Quantity of posts to ‣ In-store Traffic ‣ Returning visitor and METRICS Exposure ‣ Take-up of sales promotions ‣ Facebook Incoming traffic from ‣ site traffic trends Take-up of rewards ‣ On-site traffic Facebook Cement brand Maintain interest & Create widespread associations and create Increase campaign reach. relevance through awareness for campaign an opportunity to Encourage conversations seasonal and lifestyleOUTCOME message and online introduce highly relevant product offers. about running. Create an changes. Stimulate need and community. inbound traffic driver. Motivate a change in educate target on hi-tech running behaviour. and other products.

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