2. PROBLEM /
As a small athletic fashion brand in an emerging category Thompson Punke needs a simple
idea that can work across a variety of inexpensive and earned media to create a unified brand
message and attitude. In short Thompson Punke needs their “just do it”
3. SOLUTION / THOMPSON PUNKE: BALLS OUT*
Going “Balls out” isn’t about what you do but how you do it. It’s a tounge in check tag line that
refers to ping pong balls not actual testicles. “Balls out” epitomizes bad ass ping pong but it is
much more than that. “Balls Out” is also true to the fashion philosophy behind the brand: don’t
try to be someone else, but do try to have as much fun as possible. Whether you are the guy
playing in the ping pong tournament or the guy on the sideline with a beer in your hand, chatting
up a girl... Thompson punke wants you to go balls out.
*
urban dictionary defines “balls out” as:
giving your all in a certain situation, being courageous
1. Literal balls out of pants 2. No fear 3. Goin for it 100%
4. EXECUTION / BALLS OUT FACEBOOK PHOTO CONTEST
We challenge people on facebook to embrace the Thompson Punke Balls Out attitude. We set up
a photo contest where people can submit a photo of themselves going “Balls Out” while wearing
one of our T-shirts. Your version of balls out could be anything... from eating an entire large
pizza to holding your new born child. The winner will be decided by vote and we will give them
our $10,000 as prize money. We get a lot of people talking about our brand and our new tag line,
and we end up with a wide range of User Generated content all reinforcing that Thompson Punke
is about having fun and going large in your own unique way.
5. DOWN THE ROAD /
The contest is only the beginning, we see the tag line as something that can work in a variety of
ways across many different media. “Balls Out” could be an educational campaign that exposes
the untruth that ping pong is a “nerd” sport. “Balls Out” could be sponsored bar crawls to
different ping pong bars in major cities. “Balls Out” could be a television spot that uses quick
cuts to show a group of friends on the most epic night of ping pong and partying, ever. The
strength of this idea is that it can grow with the brand. It can start off small and ping pong
focused but as budgets and media buys expand, so can the idea.
