converse communication plan 2012

Valeria Deserto

COMMUNICATION PLAN 2012

CONVERSE BRAND ARCHITECTURE

RATIONAL

EMOTIONAL

Independent thinking

CORE

footwerrt

Design

sport

comfort

Independent thinking

OFFER

FACTS &

SYMBOLS

DEFINITION

BRAND

PERSONALITY

TARGETSENSATIONS

HERITAGE

UNCONVENTIONALITY

UNCONVENTIONAL

INNOVATIVE

STREET CULTUREFASHION

ART

ATHLETES

ENDORSEMENT

VARIED

COLORFUL

CUSTOMIZATION

COLLABORATION

WITH MUSIC, FASHION

AND ARTS

ICONIC PRODUCTS

(CHUCK TAYLOR)

SNEAKERS

CLOTHING

ACCESSORIES

INDEPENDENCE

FREEDOM

REBELLIONORIGINALLY ATHLETES

TEEN AGERS

MEN/WOMEN 20-35

KIDS

MUSIC

SPONSORSHIPS

DESIGN

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.

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!

!


• 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!

• 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

• 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.



…SWITCH YOUR

BLUETOOTH

ON…!

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

• 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

�Convey the brand values in a fresh and engaging way �Direct interaction with TARGET customers � Make them the protagonists of the party and allow them to live the brand experience� Build buzz around the brand among non target customers� Increase brand reputation among trend setters, bloggers, sport stars included in the jury� Gaining conversational capital

Advantage

� Low budget!

� Events and advertising at the same time

� Opportunity to get big media attention for free

� Direct metrics through viral diffusion (CTR, tweets

per minute, retweets/min, social plugins, sharings,

etc..)



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


WHY

• Converse and Sonar’s goal is to find the people who are

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

nationwide.

• Untraditional way to advertise the brand

(sponsorship+comarketing)

WHERE• iOS and Android based mobile

phones,

• tablets

• Opportunity to get direct

metrics and measure success

ADVANTAGES

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

3) ADVERGAMING


• 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)

• 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.

HOW

WHY SKATE 3

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


• 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

5) TV CAMPAIGN


CHANNELS:• TV

• SOCIAL NETWORKS

• LIFESTYLE WEBSITES (ES. YAHOO)

• CORPORATE WEBSITE

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 investment)

10,000

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!

converse communication plan 2012

Sports