A bit of the scenery:
Ogio came to Brazil in 2007 and I was lucky to be able to do my final
grad paper focused on it. A full marketing and communication plan for 1
year. It was a real challenge because even though the brand’s been
considered the best backpack in the world several times, people barely
knew it here, so we had to start from scratch.
The paper turned out great and I’ve developed a very nice relationship
to the brand and the company here. A few months after my
graduation, they’ve asked me to do a very simple communication plan
for their first year’s investment on that. I had to do it very quickly (2 days)
and it is indeed quite simple, but a nice brand to work with.
The comparison of archetype outlaw, with the brand,
must be very subtle and specific, special y because
the word “outlaw” by definition, might lead to
something bad and / or wrong.
But OGIO’s connection to it, takes only the good aspects, such
as freedom, not being afraid to be different and sometimes
wanting it. Being daring, being loved and a natural leader. In a
way it’s the translation of an ideal youth, non-conformist, that
fights for what they believe and wants to be noticed for it.
“ A bit Robin Hood, a bit Mini Cooper, a bit Johnny Depp”
How can a company such up to date as Ogio,
not focus on the online world yet?
We can have a low budget and the necessity to focus on one place only, but through the
internet and the mobile world, we can reach the entire country, the world, the universe..
That’s how important it is to be, literally online.
The first thing to do, is create a local website, so that people can really interact with the
brand, its values, its concepts and of course, the products.
The Brand needs to embrace the 2.0 platform
e brazilian au
42% of th tent in 2007
d online con
•! 3% to relate to friends
•! % to show their work
•! % to comment on news and gossip
•! % others
!! The majority of the content producers are male,
!! Most of them, from the Northeast, with 48%.
North and Central represent 41% and South and
So the site wil also be the center of many strategy paths, with the goal of being useful
and “favorited” by those who identify with the brand and its image.
The insertion of the brand in the main social networks is “a must”, so that it can talk directly
at and with right audience in a language they’ll understand, identify and interact.
An official Youtube page with the products, events and special y Team Ogio, the
sponsored athletes, doing their things around the globe.
How to generate flow and make people come back frequently:
.UPDATED and Interesting content
.Well written and very visually appealing newsletters talking not only
about OGIO, but about the OGIO Universe (things to do, places to go)
.Intelligent usage of 2.0 platform, allowing the visitor to feel at home
.Frequent promotions, contests and ways to interact
The official teaser
A sequence of happenings around Sao Paulo to draw
attention from the main target and also mainstream, in order
to generate spontaneous media and buzz.
A group of urban artists that have the city as their
creative space. Digital Grafitti in ceters of mass
concentration wil tell people the coordinates in order
to find out the brand’s soul
A cellphone numer that when dialed wil lead you to
an enthusiastic mesage and a number to look up on
google. There, the first link wil lead to the New Brand
Concept (Breaking the Rules of the Game) hotsite
Alex Atala: surfer, skater, grafitti artisti, world famous chef and a Ramones fan.
A bag adequate to his lifestyle
wil be sent with a letter and a pen drive talking about
the brand and how it’s got to do with his life.
The purpose is to send the pack to influential people that have something to do with the brand, for
them to use it because they really relate to it.
Everything wil be filmed to become
A way to talk to the people in big events, without the need to use a
fortune is to talk to them before they get in and after they leave.
A photo booth wil be strategically
placed around the events. People
wil be able to take pictures with
cool backgrounds and print them
right there or get them by e-mail It’s
way to take the brand home and
leave residual thought.
“We’re not the loss or the victory. We’re the jeopardy.”
Magnetic “stickers” wil be put in people’s cars on the parking lot. They’ll have nice messages
for people to wanna take them home, and once again, cause a brand residual.
Athletes wil use the parasol on professional events - a way to protect from the sun, draw attention to the brand and
get spontaneous media.They’ll also have led light t-shirts on, saying “breaking the rules” and www.ogio.com.br
BMX Sponsored riders wil go out at night doing tricks in crowded unusual places with led
lights in their tires, saying “ogio, breaking the rules of the game”
OGIO Sponsored surfers wil go to the beach in groups of at least 20 people wearing suits
and ties, they’ll open the Parasol and go surfing, in their suits and shorts. The parasol wil
divulgate the website
Lockers in colleges, high schools and gyms wil have giant stickers with OGIO’s Locker Bag’s
image saying: “To be able to break the rules, you can’t waste time worrying about
organizing your locker”
In parks great open events and gyms, personalized bottled waters for the divulgation of the website and
brand image: “H2Ogio, helping you to surpass your limits and save the world. Re-use this bottle.”
The main thing is in the name, it’s fun and light and also the message has an appeal for people to take it
home and use the bottle at least one more time. Taking the brand home.
ma n i f est
OGIO Team Blogs regularly updated, from the staff and
athletes, with news, challenges, personal and inside
info, taking the visitor inside ogio universe. He’ll also be
able to comment and create his own blog.
As an analogy to the space and compartments of the OGIO Backpacks, lockers wil be placed in parks,
malls and unusual places, with giant Ogio stickers saying “Space for everything you need, when you need
it. Breaking the rules of the game”. And again, the website as a signature.
Enhance the partnership
with “Life is a Loop”, a world known electronic
On their world tour they’d have a blog inside
OGIO page, daily updated, telling about the
concerts, tips about the cities they are at, like
restaurants, museums, street art, etc.), and
also surprise concerts and exclusive
information and pictures.
That would reach a new range of consumers
and generate flow to the site.
Most people don’t now they’re sponsored by ogio
That’s a strategy for the first year of the brand communication’s
investment in Brazil. So, it’s based on enhancing the knowledge of
the brand among its target.
The strategy was focused on share of mind, visibility and
presenting the brand and its true identity to the Brazilian
audience, with the concern of budget adequacy and the
usage of all the direct means to talk to this public.