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COMMUNICATION PLAN 2012
       Valeria Deserto
CONVERSE BRAND ARCHITECTURE

                                 VARIED      ICONIC PRODUCTS        DEFINITION
OFFER
                                              (CHUCK TAYLOR)
                                                                                    RATIONAL
                  COLORFUL
                                       FACTS &
                                                              SNEAKERS
        CUSTOMIZATION       FASHION SYMBOLS
                                                STREET CULTURE
                              ART                                  CLOTHING
    COLLABORATION      MUSIC            CORE           ATHLETES
  WITH MUSIC, FASHION SPONSORSHIPS footwerrt           ENDORSEMENT
       AND ARTS                         Design                        ACCESSORIES
                                         sport
                     UNCONVENTIONAL comfort
       KIDS                       Independent thinking HERITAGE     FREEDOM
                        DESIGN
                                        BRAND INNOVATIVE
        MEN/WOMEN 20-35              PERSONALITY             UNCONVENTIONALITY

                                                INDEPENDENCE
                 TEEN AGERS
                       ORIGINALLY ATHLETES     REBELLION                            EMOTIONAL

  TARGET
                                                                 SENSATIONS
COMMUNICATION OBJECTIVES 2012
 •   BOOST BRAND REPUTATION ON THE SPANISH MARKET
 •   CREATE BUZZ AND EXCITEMENT AROUND THE BRAND
 •   GENERATING AN ENGAGING CUSTOMER EXPERIENCE OUTSIDE THE STORE
 •   ESTABLISHING A DEEP EMOTIONAL BOUND WITH CURRENT CUSTOMERS
 •   ATTRACTING NEW ONES
 •   INCREASING SALES AND MS
 •   OPTIMIZING BUDGET
 •   PROJECT A MODERN AND INNOVATIVE IMAGE IN LINE WITH BRAND VALUES
 •   ESTABLISH A STRONG DIGITAL PRESENCE
COMMUNICATION STRATEGY 2012
1) VIRAL ADVERTISING CAMPAIGN
BY TAKING ADVANTAGE OF OLYMPIC GAMES IN LONDON, ARRANGE A PARAOLYMPIC
CHALLENGE IN SPAIN INVOVING:


•   SKATERS
•   HIP-HOP DANCERS
•   MURAL PAINTERS
•   EMERGING/ASPIRING FASHION DESIGNERS
•   EMERGING/ASPIRING MUSIC BANDS


•   EVERY CHALLENGE WILL TAKE PLACE IN A DIFFERENT CITY, IN ORDER TO INVOLVE THE
    WHOLE COUNTRY, PUSH TARGET CUSTOMERS TO TRAVEL TO DIFFERENT POINTS IN
    SPAIN, CREATE MOVEMENT, WORD OF MOUTH AND BUZZ.
•   THE ATTENDEES WILL BE ASKED TO FILM THEMSELVES, THEIR TRIP TO THE CHALLENGE
    LOCATION, DESCRIBING THEIR EXPERIENCE WITH FRIENDS, EMOTIONS, ETC.
COMMUNICATION STRATEGY 2012
    1)     VIRAL ADVERTISING CAMPAIGN

THE EVENT WILL BE ADVERTISED IN TWO STAGES:
STAGE 1: ADVERTISING TO TARGET CUSTOMERS (POTENTIALLY INTERESTED IN
PARTICIPATING)
CHANNELS:
- IN STORE COMMUNICATION (FLYERS, TOTEMS, ETC)
- COMPANY WEBSITE
- SOCIAL NETWORKS
- FLYERS DISTRIBUTION OUTSIDE SCHOOLS AND UNIVERSITIES
- FASHION, MUSIC AND SPORT BLOGS
- OUTDOOR ADVERTISING (BUS STOPS, METRO STOPS IN MADRID, BARCELONA, VALENCIA AND SIVIGLIA, MAIN
SQUARES AND POINT OF INTERESTS IN BIG CITIES).

-    FASHION, MUSIC AND SPORT MAGAZINES
                                                                                                   LIVE THE
                                                                                                  OLYMPICS IN
                                                                                                     YOUR
                                                                                                   COUNTRY!

                                                   LIVE THE
                                                   OLYMPICS
                                                    IN YOUR
                                                   COUNTRY!
                                                        !
COMMUNICATION STRATEGY 2012
    1)    VIRAL ADVERTISING CAMPAIGN
•   THE MESSAGE:
•   WILL BE A BIT VAGUE, TALKING ABOUT CONVERSE ALLOWING TO LIVE THE
    OLYMPIC EXPERIENCE IN SPAIN.
•   A QR CODE WILL JOIN THE PRINT ADVERTISING, SO THAT CURIOUS PEOPLE WILL
    BE REDIRECTED TO A REGISTRATION PAGE WHERE THEY CONFIRM THEIR
    ATTENDANCE TO THE EVENT
•   DIGITAL ADVERTISING WILL SHOW A LINK REDIRECTING INTERESTED PEOPLE TO
    THE REGISTRATION PAGE
•   NOT MANY DETAILS ABOUT THE EVENT
•   ONLY PEOPLE ATTENDING WILL RECEIVE A CONFIRMATION E-MAIL WITH THE
    DATE AND LOCATION OF THE CHALLENGE.
                                                                     LIVE THE
                                                                    OLYMPICS IN
                                                                       YOUR
                                                                     COUNTRY!
COMMUNICATION STRATEGY 2012
          1)    VIRAL ADVERTISING CAMPAIGN
    •      STAGE 2: ADVERTISING TO BROADER AUDIENCE IN ORDER CREATE RUMOR IN THE
           CITIES OF THE CHALLENGES
    THE ADVERTISING MESSAGE THIS TIME WILL BE EVEN MORE ERMETIC, SPEAKING ABOUT A
    GREAT HAPPENING IN SPAIN, BUT WITHOUT SPECIFYING ANYTHING OR RECONDUCTING IT TO
    CONVERSE.
    PEOPLE WILL BE ONLY INVITED TO JOIN SPECIFIC LOCATIONS IN THEIR CITIES ON A CERTAIN
    DATE IN ORDER TO CHEK WHAT’S GOING ON
    CHANNELS:
    •      RADIO (VAGUE MESSAGE ABOUT A BIG HAPPENING IN JULY INVOLVING THE WHOLE COUNTRY)
    •      OUTDOOR (BILLBOARDS IN BIG CITIES WITH A BIG SIGN OF A WORK IN PROGRESS AND THE INDICATION
           OF A DATE AND A LOCATION)
    •      GUERRILLA INITIATIVES (BIG PLASTIC QUESTION MARKS IN POINTS OF INTERESTS IN BIG CITIES,
           SURROUNDED BY WORK IN PROGRESS SIGNS, AGAIN WITH THE SPECIFICATION OF A DATE AND A
           LOCATION)
                             OBJECTIVE
•       CREATE SUSPENCE, BIG EXPECTATION
•       LET PEOPLE TALKING ABOUT THIS MISTERIOUS HAPPENING, CREATE WORD
        OF MOUTH.
•       BLOGGERS WILL PLAY A SPECIAL ROLE IN STARTING RUMORS, AS THEY WILL
        BE INVOLVED IN THE EVENT (SEE NEXT SLIDES)
•       HOPEFULLY DRAW FREE ATTENTION FROM MEDIA , PRESS AND TV
…SWITCH YOUR
                                                                                  BLUETOOTH

COMMUNICATION STRATEGY 2012                                                         ON…!




      1)    VIRAL ADVERTISING CAMPAIGN

•   ON THE DAY OF THE EVENT, FLASH MOBS STARTING IN CENTRAL SQUARES OF CITIES INVOLVED IN
    THE CHALLENGE WILL LEAD PEOPLE TO THE LOCATION OF THE EVENT, PASSING THROUGH SEVERAL
    POINTS OF INTERESTS IN THE CITY.
•   THE OBJECTIVE IS TO INVOLVE PEOPLE IN A BIG PARTY(EVEN NON CUSTOMERS) AND LET THEM FEEL
    ACTIVE PART OF THAT PARTY.
•   ONCE PEOPLE REACH THE LOCATION OF THE CHALLENGE, AN ADVERTISING ON A MAXISCREEN WILL
    ASK THEM TO SWITCH THEIR BLUETHOOT ON.
•   ONLY AT THAT POINT PEOPLE WILL REALIZE THE HAPPENING IS CONNECTED TO CONVERSE, AS THEY
    WILL RECEIVE A MESSAGE FROM THE COMPANY SAYING THEY WILL LIVE THE GREATEST OLYMPIC
    EXPERIENCE EVER
•   THEY WILL BE ASKED TO HAVE FUN, MAKE PICTURES, TAG FRIENDS AND POST PHOTOS ON FB.
•   IN ADDITION, THEY WILL BE INVITED TO A CONTEST, RECORDING A VIDEO AND SENDING IT TO
    CONVERSE. THE WINNING VIDEO WILL BE PART OF THE NEW AD AND WILL BE PRIZED WITH A SPECIAL
    INTERVIEW. THE WINNER WILL BE INVITED TO CONVERSE HQ TO DESCRIBE THE EVENT
    ATMPOSPHERE.AND THE INTERVIEW WILL BE PART OF THE NEW CAMPAIGN.
•   AFTER THAT, A SPECIAL PRESENTER WILL INTRODUCE THE EVENT, EXPLAIN THE RULES OF THE GAME
    AND THE CHALLENGE WILL START.
COMMUNICATION STRATEGY 2012
    1)     VIRAL ADVERTISING CAMPAIGN
A SPECIAL JURY EVALUATING THE PERFORMANCES
WILL INCLUDE:
•    FAMOUS SPANISH SKATERS
•        MUSICIANS
•    ATHLETES                            TO CREATE EXCITEMENT
•    GRAFFITERS                          TO LEGITIMATE THE EVENT
    BUT ALSO…..
•    SPORT COACHES
•        MEMBERS OF RECORDING STUDIOS
•        MANAGERS OF FASHION COMPANIES                     OFFERING POTENTIAL
•    MEMBERS OF ART / FUMETTO/GRAFFITI SCHOOLS             CONTRACTS, TO PROVIDE
SPECIAL INVITATIONS GIVEN TO:                              ACTUAL OPPORTUNITIES
FAMOUS BLOGGERS IN THESE AREAS
                                           THEY WILL PLAY A SPECIAL ROLE IN WRITING
                                           ABOUT THE EVENT AND CREATE MOMENTUM IN
                                           THE PRE AND POST STAGES
COMMUNICATION STRATEGY 2012
      1)      VIRAL ADVERTISING CAMPAIGN

 •     AN AD WILL BE CREATED FOR EACH CHALLENGE, STARTING FROM THE VIDEOS
       RECORDED BY THE CROUD AND PARTICIPANTS TO THE CHALLENGE.
 •     THE AD WILL BE SPREAD THROUGH:

     - SOCIAL NETWORKS (FACEBOOK, YOUTUBE, TWITTER)
     - THEMATIC BLOGS
     - COMPANY WEBSITE (Corporate blog)
     - POTENTIALLY STORES ( Foot Locker, Nike, etc).



                   Objective                                               Advantage
 Convey the brand values in a fresh and engaging way       Low budget!
 Direct interaction with TARGET customers                   Events and advertising at the same time
  Make them the protagonists of the party and allow        Opportunity to get big media attention for free
them to live the brand experience
  Build buzz around the brand among non target
                                                           Direct metrics through viral diffusion (CTR, tweets
customers                                              per minute, retweets/min, social plugins, sharings,
  Increase brand reputation among trend setters,       etc..)
bloggers, sport stars included in the jury
  Gaining conversational capital
COMMUNICATION STRATEGY 2012
2) MOBILE MARKETING/ COBRANDING INITIATIVES
•       DEVELOP A MOBILE APP IN COLLABORATION WITH SONAR FESTIVAL (Barcelona)
•       OBJECTIVE : engage festival attendees and trendsetting music fans who wish they could be there.
•       THE APP WILL ALLOW MUSIC LOVERS TO:
         •   check out SONAR’S concerts schedule
         •   Get up-to-date news and backstage content (with Converse advertising as background)
         •   stream music to check out from bands that are going to be playing
         •   Get a map of SONAR’s events
         •   Get links to the different partners and video from past editions
         •   Post videos of people in their Converse at SONAR
                                                                                               WHERE
                                                                                   •   iOS and Android based mobile
                                 WHY                                                   phones,
    •   Converse and Sonar’s goal is to find the people who are                    •   tablets
        shaping the direction of music, art and culture.
    •   The app is an annual opportunity to bring the fruits of this
        search directly to the most passionate music and art lovers                         ADVANTAGES
        nationwide.                                                                •   Opportunity to get direct
    •   Untraditional way to advertise the brand                                       metrics and measure success
        (sponsorship+comarketing)
COMMUNICATION STRATEGY 2012
  3) ADVERGAMING

           WHY

• Subtle way to advertise
• Game marketing = Deep
  consumer engagement
• Excellent way to integrate brand
  and experiences
• Two way communication
  channel
• People gaming are much more
  emotionally involved and open
  to receive an advertising
  message
COMMUNICATION STRATEGY 2012
     3) ADVERGAMING

                                          HOW
 •    ESTABLISH A PARTNERSHIP WITH EA AND ACTIVISION FOR CONVERSE ADVERTISING IN SKATE 3.

 •    CONVERSE ITEMS WILL BE USED TO PERSONALIZE THE SKATERS’ STYLE AT THE BEGINNING OF
      THE SIMULATION

 •    OPPORTUNITY TO WIN OTHER ITEMS AS THE GAMER PROGRESSES

 •    OPPORTUNITY TO BUY NEW CONVERSE ITEMS ON TOP OF THE ONES PROVIDED FOR FREE
      (FREEMIUM MODEL)



                                     WHY SKATE 3
      • Shared target: young, street culture, interested in sport and adventure
      • Skate 3 allows gamers to personalize the clothes of the skater as Converse does with shoes.
      • Sense of Community : some items/content can be bought from X-Box Live Marketplace and the
        PlayStation store, downloaded and shared with the skate community. This will help to create a
        strong Converse community, too.
COMMUNICATION STRATEGY 2012
     4) SOCIAL NETWORKS

    1) LAUNCH THE FACEBOOK CHALLENGE: PERSONALIZE YOUR CONVERSE
•    USE THE CONVERSE PAGE ON FACEBOOK, ASK PEOPLE TO GET INSPIRATION FROM
     THEIR MAIN PASSION AND PERSONALIZE THEIR CONVERSE.
•    INVITE THEM TO RELEASE A VIDEO ABOUT THEIR WORK, POST PICTURES OF THEIR
     PERSONALIZED CONVERSE, TAG FRIENDS, SHARE COMMENTS, USE THE SOCIAL
     PLUGINS.
•    A POLL WILL BE CREATED AT THE END OF THE CHALLENGE, ASKING THE COMMUNITY
     TO VOTE FOR THEIR FAVOURITE CONVERSE.
•    THE WINNER WILL SEE A LIMITED EDITION OF THEIR ITEM PRODUCED, WILL BE THE
     PROTAGONIST OF THE NEW AD CAMPAIGN AND WILL BE PRIZED WITH TICKETS FOR
     OLYMPIC GAMES IN LONDON.
•    AN ADVERTISING CAMPAIGN WILL BE RELEASED STARTING FROM THE VIDEO OF THE
     CUSTOMER, DESCRIBING THE SOURCE OF INSPIRATION AND ALL THE WORK. THE
     VIDEO WILL BE MIXED WITH IMAGES THE ENGAGEMENT THE CHALLENGE CREATED ON
     THE FB PAGE, HOW PEOPLE JUDGED THE WINNING PRODUCT, THE REACTION OF THE
     WINNER AND HIS EXPERIENCE AT THE OLYMPICS.
•    DIFFUSION THROUGH SOCIAL NETWORKS, CORPORATE BLOG, EXTERNAL BLOGS
COMMUNICATION STRATEGY 2012
5) TV CAMPAIGN

•   An official TV campaign will be released for MTV and other music channels in Spain
    BRIEFING:
•   It will be based on Converse brand essence and its main core values: self-expression,
    authenticity, independence, unconventional thinking.
•   It will be linked to the opening of a new, fashionable place in Barcelona
•   A long cue of elegant, sophistiocated and spoiled people are waiting for the entrance, but
    the bouncer are not allowing them to get in. At a certain point a sporty guy in his
    Converse arrive with his girfriend (dressed Converse as well). They are smiling, joyful and
    confident and the guy let them get in.
•   In the end the slogan: «NOBODY LOVES FAKES! BE TRUE, BE CONVERSE!» will appear

     CHANNELS:
     •   TV
     •   SOCIAL NETWORKS
     •   LIFESTYLE WEBSITES (ES. YAHOO)
     •   CORPORATE WEBSITE
COMMUNICATION STRATEGY 2012
BUDGET
                            TOOL                COST
         Challenge events organization          60,000
         Guerrilla Marketing to adv the event   70,000

         Video ad release                       10,000
         Corporate Blog / User communities      30,000
         Mobile app development (half of the    10,000
         investment)
         Video per Social media challenge       10,000
         advergaming                            10,000
         TV ad (half with the bar)              10.000
         TV ad release (share with the bar)     100.000
         Total                                  310,000
THANK YOU!

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Converse communication plan 2012

  • 1. COMMUNICATION PLAN 2012 Valeria Deserto
  • 2. CONVERSE BRAND ARCHITECTURE VARIED ICONIC PRODUCTS DEFINITION OFFER (CHUCK TAYLOR) RATIONAL COLORFUL FACTS & SNEAKERS CUSTOMIZATION FASHION SYMBOLS STREET CULTURE ART CLOTHING COLLABORATION MUSIC CORE ATHLETES WITH MUSIC, FASHION SPONSORSHIPS footwerrt ENDORSEMENT AND ARTS Design ACCESSORIES sport UNCONVENTIONAL comfort KIDS Independent thinking HERITAGE FREEDOM DESIGN BRAND INNOVATIVE MEN/WOMEN 20-35 PERSONALITY UNCONVENTIONALITY INDEPENDENCE TEEN AGERS ORIGINALLY ATHLETES REBELLION EMOTIONAL TARGET SENSATIONS
  • 3. COMMUNICATION OBJECTIVES 2012 • BOOST BRAND REPUTATION ON THE SPANISH MARKET • CREATE BUZZ AND EXCITEMENT AROUND THE BRAND • GENERATING AN ENGAGING CUSTOMER EXPERIENCE OUTSIDE THE STORE • ESTABLISHING A DEEP EMOTIONAL BOUND WITH CURRENT CUSTOMERS • ATTRACTING NEW ONES • INCREASING SALES AND MS • OPTIMIZING BUDGET • PROJECT A MODERN AND INNOVATIVE IMAGE IN LINE WITH BRAND VALUES • ESTABLISH A STRONG DIGITAL PRESENCE
  • 4. COMMUNICATION STRATEGY 2012 1) VIRAL ADVERTISING CAMPAIGN BY TAKING ADVANTAGE OF OLYMPIC GAMES IN LONDON, ARRANGE A PARAOLYMPIC CHALLENGE IN SPAIN INVOVING: • SKATERS • HIP-HOP DANCERS • MURAL PAINTERS • EMERGING/ASPIRING FASHION DESIGNERS • EMERGING/ASPIRING MUSIC BANDS • EVERY CHALLENGE WILL TAKE PLACE IN A DIFFERENT CITY, IN ORDER TO INVOLVE THE WHOLE COUNTRY, PUSH TARGET CUSTOMERS TO TRAVEL TO DIFFERENT POINTS IN SPAIN, CREATE MOVEMENT, WORD OF MOUTH AND BUZZ. • THE ATTENDEES WILL BE ASKED TO FILM THEMSELVES, THEIR TRIP TO THE CHALLENGE LOCATION, DESCRIBING THEIR EXPERIENCE WITH FRIENDS, EMOTIONS, ETC.
  • 5. COMMUNICATION STRATEGY 2012 1) VIRAL ADVERTISING CAMPAIGN THE EVENT WILL BE ADVERTISED IN TWO STAGES: STAGE 1: ADVERTISING TO TARGET CUSTOMERS (POTENTIALLY INTERESTED IN PARTICIPATING) CHANNELS: - IN STORE COMMUNICATION (FLYERS, TOTEMS, ETC) - COMPANY WEBSITE - SOCIAL NETWORKS - FLYERS DISTRIBUTION OUTSIDE SCHOOLS AND UNIVERSITIES - FASHION, MUSIC AND SPORT BLOGS - OUTDOOR ADVERTISING (BUS STOPS, METRO STOPS IN MADRID, BARCELONA, VALENCIA AND SIVIGLIA, MAIN SQUARES AND POINT OF INTERESTS IN BIG CITIES). - FASHION, MUSIC AND SPORT MAGAZINES LIVE THE OLYMPICS IN YOUR COUNTRY! LIVE THE OLYMPICS IN YOUR COUNTRY! !
  • 6. COMMUNICATION STRATEGY 2012 1) VIRAL ADVERTISING CAMPAIGN • THE MESSAGE: • WILL BE A BIT VAGUE, TALKING ABOUT CONVERSE ALLOWING TO LIVE THE OLYMPIC EXPERIENCE IN SPAIN. • A QR CODE WILL JOIN THE PRINT ADVERTISING, SO THAT CURIOUS PEOPLE WILL BE REDIRECTED TO A REGISTRATION PAGE WHERE THEY CONFIRM THEIR ATTENDANCE TO THE EVENT • DIGITAL ADVERTISING WILL SHOW A LINK REDIRECTING INTERESTED PEOPLE TO THE REGISTRATION PAGE • NOT MANY DETAILS ABOUT THE EVENT • ONLY PEOPLE ATTENDING WILL RECEIVE A CONFIRMATION E-MAIL WITH THE DATE AND LOCATION OF THE CHALLENGE. LIVE THE OLYMPICS IN YOUR COUNTRY!
  • 7. COMMUNICATION STRATEGY 2012 1) VIRAL ADVERTISING CAMPAIGN • STAGE 2: ADVERTISING TO BROADER AUDIENCE IN ORDER CREATE RUMOR IN THE CITIES OF THE CHALLENGES THE ADVERTISING MESSAGE THIS TIME WILL BE EVEN MORE ERMETIC, SPEAKING ABOUT A GREAT HAPPENING IN SPAIN, BUT WITHOUT SPECIFYING ANYTHING OR RECONDUCTING IT TO CONVERSE. PEOPLE WILL BE ONLY INVITED TO JOIN SPECIFIC LOCATIONS IN THEIR CITIES ON A CERTAIN DATE IN ORDER TO CHEK WHAT’S GOING ON CHANNELS: • RADIO (VAGUE MESSAGE ABOUT A BIG HAPPENING IN JULY INVOLVING THE WHOLE COUNTRY) • OUTDOOR (BILLBOARDS IN BIG CITIES WITH A BIG SIGN OF A WORK IN PROGRESS AND THE INDICATION OF A DATE AND A LOCATION) • GUERRILLA INITIATIVES (BIG PLASTIC QUESTION MARKS IN POINTS OF INTERESTS IN BIG CITIES, SURROUNDED BY WORK IN PROGRESS SIGNS, AGAIN WITH THE SPECIFICATION OF A DATE AND A LOCATION) OBJECTIVE • CREATE SUSPENCE, BIG EXPECTATION • LET PEOPLE TALKING ABOUT THIS MISTERIOUS HAPPENING, CREATE WORD OF MOUTH. • BLOGGERS WILL PLAY A SPECIAL ROLE IN STARTING RUMORS, AS THEY WILL BE INVOLVED IN THE EVENT (SEE NEXT SLIDES) • HOPEFULLY DRAW FREE ATTENTION FROM MEDIA , PRESS AND TV
  • 8. …SWITCH YOUR BLUETOOTH COMMUNICATION STRATEGY 2012 ON…! 1) VIRAL ADVERTISING CAMPAIGN • ON THE DAY OF THE EVENT, FLASH MOBS STARTING IN CENTRAL SQUARES OF CITIES INVOLVED IN THE CHALLENGE WILL LEAD PEOPLE TO THE LOCATION OF THE EVENT, PASSING THROUGH SEVERAL POINTS OF INTERESTS IN THE CITY. • THE OBJECTIVE IS TO INVOLVE PEOPLE IN A BIG PARTY(EVEN NON CUSTOMERS) AND LET THEM FEEL ACTIVE PART OF THAT PARTY. • ONCE PEOPLE REACH THE LOCATION OF THE CHALLENGE, AN ADVERTISING ON A MAXISCREEN WILL ASK THEM TO SWITCH THEIR BLUETHOOT ON. • ONLY AT THAT POINT PEOPLE WILL REALIZE THE HAPPENING IS CONNECTED TO CONVERSE, AS THEY WILL RECEIVE A MESSAGE FROM THE COMPANY SAYING THEY WILL LIVE THE GREATEST OLYMPIC EXPERIENCE EVER • THEY WILL BE ASKED TO HAVE FUN, MAKE PICTURES, TAG FRIENDS AND POST PHOTOS ON FB. • IN ADDITION, THEY WILL BE INVITED TO A CONTEST, RECORDING A VIDEO AND SENDING IT TO CONVERSE. THE WINNING VIDEO WILL BE PART OF THE NEW AD AND WILL BE PRIZED WITH A SPECIAL INTERVIEW. THE WINNER WILL BE INVITED TO CONVERSE HQ TO DESCRIBE THE EVENT ATMPOSPHERE.AND THE INTERVIEW WILL BE PART OF THE NEW CAMPAIGN. • AFTER THAT, A SPECIAL PRESENTER WILL INTRODUCE THE EVENT, EXPLAIN THE RULES OF THE GAME AND THE CHALLENGE WILL START.
  • 9. COMMUNICATION STRATEGY 2012 1) VIRAL ADVERTISING CAMPAIGN A SPECIAL JURY EVALUATING THE PERFORMANCES WILL INCLUDE: • FAMOUS SPANISH SKATERS • MUSICIANS • ATHLETES TO CREATE EXCITEMENT • GRAFFITERS TO LEGITIMATE THE EVENT BUT ALSO….. • SPORT COACHES • MEMBERS OF RECORDING STUDIOS • MANAGERS OF FASHION COMPANIES OFFERING POTENTIAL • MEMBERS OF ART / FUMETTO/GRAFFITI SCHOOLS CONTRACTS, TO PROVIDE SPECIAL INVITATIONS GIVEN TO: ACTUAL OPPORTUNITIES FAMOUS BLOGGERS IN THESE AREAS THEY WILL PLAY A SPECIAL ROLE IN WRITING ABOUT THE EVENT AND CREATE MOMENTUM IN THE PRE AND POST STAGES
  • 10. COMMUNICATION STRATEGY 2012 1) VIRAL ADVERTISING CAMPAIGN • AN AD WILL BE CREATED FOR EACH CHALLENGE, STARTING FROM THE VIDEOS RECORDED BY THE CROUD AND PARTICIPANTS TO THE CHALLENGE. • THE AD WILL BE SPREAD THROUGH: - SOCIAL NETWORKS (FACEBOOK, YOUTUBE, TWITTER) - THEMATIC BLOGS - COMPANY WEBSITE (Corporate blog) - POTENTIALLY STORES ( Foot Locker, Nike, etc). Objective Advantage Convey the brand values in a fresh and engaging way Low budget! Direct interaction with TARGET customers Events and advertising at the same time Make them the protagonists of the party and allow Opportunity to get big media attention for free them to live the brand experience Build buzz around the brand among non target Direct metrics through viral diffusion (CTR, tweets customers per minute, retweets/min, social plugins, sharings, Increase brand reputation among trend setters, etc..) bloggers, sport stars included in the jury Gaining conversational capital
  • 11. COMMUNICATION STRATEGY 2012 2) MOBILE MARKETING/ COBRANDING INITIATIVES • DEVELOP A MOBILE APP IN COLLABORATION WITH SONAR FESTIVAL (Barcelona) • OBJECTIVE : engage festival attendees and trendsetting music fans who wish they could be there. • THE APP WILL ALLOW MUSIC LOVERS TO: • check out SONAR’S concerts schedule • Get up-to-date news and backstage content (with Converse advertising as background) • stream music to check out from bands that are going to be playing • Get a map of SONAR’s events • Get links to the different partners and video from past editions • Post videos of people in their Converse at SONAR WHERE • iOS and Android based mobile WHY phones, • Converse and Sonar’s goal is to find the people who are • tablets shaping the direction of music, art and culture. • The app is an annual opportunity to bring the fruits of this search directly to the most passionate music and art lovers ADVANTAGES nationwide. • Opportunity to get direct • Untraditional way to advertise the brand metrics and measure success (sponsorship+comarketing)
  • 12. COMMUNICATION STRATEGY 2012 3) ADVERGAMING WHY • Subtle way to advertise • Game marketing = Deep consumer engagement • Excellent way to integrate brand and experiences • Two way communication channel • People gaming are much more emotionally involved and open to receive an advertising message
  • 13. COMMUNICATION STRATEGY 2012 3) ADVERGAMING HOW • ESTABLISH A PARTNERSHIP WITH EA AND ACTIVISION FOR CONVERSE ADVERTISING IN SKATE 3. • CONVERSE ITEMS WILL BE USED TO PERSONALIZE THE SKATERS’ STYLE AT THE BEGINNING OF THE SIMULATION • OPPORTUNITY TO WIN OTHER ITEMS AS THE GAMER PROGRESSES • OPPORTUNITY TO BUY NEW CONVERSE ITEMS ON TOP OF THE ONES PROVIDED FOR FREE (FREEMIUM MODEL) WHY SKATE 3 • Shared target: young, street culture, interested in sport and adventure • Skate 3 allows gamers to personalize the clothes of the skater as Converse does with shoes. • Sense of Community : some items/content can be bought from X-Box Live Marketplace and the PlayStation store, downloaded and shared with the skate community. This will help to create a strong Converse community, too.
  • 14. COMMUNICATION STRATEGY 2012 4) SOCIAL NETWORKS 1) LAUNCH THE FACEBOOK CHALLENGE: PERSONALIZE YOUR CONVERSE • USE THE CONVERSE PAGE ON FACEBOOK, ASK PEOPLE TO GET INSPIRATION FROM THEIR MAIN PASSION AND PERSONALIZE THEIR CONVERSE. • INVITE THEM TO RELEASE A VIDEO ABOUT THEIR WORK, POST PICTURES OF THEIR PERSONALIZED CONVERSE, TAG FRIENDS, SHARE COMMENTS, USE THE SOCIAL PLUGINS. • A POLL WILL BE CREATED AT THE END OF THE CHALLENGE, ASKING THE COMMUNITY TO VOTE FOR THEIR FAVOURITE CONVERSE. • THE WINNER WILL SEE A LIMITED EDITION OF THEIR ITEM PRODUCED, WILL BE THE PROTAGONIST OF THE NEW AD CAMPAIGN AND WILL BE PRIZED WITH TICKETS FOR OLYMPIC GAMES IN LONDON. • AN ADVERTISING CAMPAIGN WILL BE RELEASED STARTING FROM THE VIDEO OF THE CUSTOMER, DESCRIBING THE SOURCE OF INSPIRATION AND ALL THE WORK. THE VIDEO WILL BE MIXED WITH IMAGES THE ENGAGEMENT THE CHALLENGE CREATED ON THE FB PAGE, HOW PEOPLE JUDGED THE WINNING PRODUCT, THE REACTION OF THE WINNER AND HIS EXPERIENCE AT THE OLYMPICS. • DIFFUSION THROUGH SOCIAL NETWORKS, CORPORATE BLOG, EXTERNAL BLOGS
  • 15. COMMUNICATION STRATEGY 2012 5) TV CAMPAIGN • An official TV campaign will be released for MTV and other music channels in Spain BRIEFING: • It will be based on Converse brand essence and its main core values: self-expression, authenticity, independence, unconventional thinking. • It will be linked to the opening of a new, fashionable place in Barcelona • A long cue of elegant, sophistiocated and spoiled people are waiting for the entrance, but the bouncer are not allowing them to get in. At a certain point a sporty guy in his Converse arrive with his girfriend (dressed Converse as well). They are smiling, joyful and confident and the guy let them get in. • In the end the slogan: «NOBODY LOVES FAKES! BE TRUE, BE CONVERSE!» will appear CHANNELS: • TV • SOCIAL NETWORKS • LIFESTYLE WEBSITES (ES. YAHOO) • CORPORATE WEBSITE
  • 16. COMMUNICATION STRATEGY 2012 BUDGET TOOL COST Challenge events organization 60,000 Guerrilla Marketing to adv the event 70,000 Video ad release 10,000 Corporate Blog / User communities 30,000 Mobile app development (half of the 10,000 investment) Video per Social media challenge 10,000 advergaming 10,000 TV ad (half with the bar) 10.000 TV ad release (share with the bar) 100.000 Total 310,000