Advertising project for Onitsuka Tiger. It includes idea for an app (iTiger), billboard designs, TV Spots and press designs. ESIC Barcelona 2013

1. Off & online
campaign

2. Onitsuka Tiger will make a strong
impression
FRESH
COMFORTABLE
ELLEGANT
CASUAL
COOL & SPORT
ARTISAN
Product

3. Target
Trendsetters
Want to make the difference
Casuals
Bloggers, influencers, young entrepeneurs & business
MEN 20-45 years old Women 28-40 years old

4. Benchmarking
 Munich
 New Balance
 Bikkembergs
 Puma “New Designers”
 Converse
 Bcn Brand

5. Goals
 Raise notoriety on core target
 Raise sales 45% in Spain
 Make a powerful brand cult through Made in
Japan concept

6. Concept

7. Strategy
 Press & TV
 Billboards
 Social Media
 Big Data

8. TV spot

9. Press & Mag
Madrid Barcelona store

10. Billboard
Madrid Barcelona store

11. Social Media
 Youtube
Origami tuts
Zen garden
 Cobranding
Japanese restaurants in
Madrid & BCN
#mistigeryyo

12. BTL
 Opening BCN store
Press conference
Tea ceremony
Japanese food
Origami
Concert “The lonely wild”

13. Facebook
Show us a
handmade
origami
Take it to
the store!
Win your
Onitsuka gift!

14. Mobile MKT
Free japanese
dinner
Bracelet
Onitsuka
Tiger
sneakers
Download the app
iTiger!
It’s an augmented reality app
where you’ll have to find tigers…
And win prizes!
Plaza Cataluña
Paseo de Gracia, 122

15. Budget
TV
Billboards
Press
RdP
Street MKT
España 255.000 €
CAT 80.000 €
España 150.000 €
CAT 90.000 €
España 95.000 €
CAT 30.000 €
CAT 10.000 €
España 6.000 €
CAT 6.000 €
Offline

16. 12.000 €
60.000 €
Online
APP
Social Media
Total 801.000 €
10% fee agency

17. ありがとう！