Tag Archives: win

Fila gives Banksy a run for his money

5 Jun

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I was late to the party when the world-renowned ‘graff-art-i’ father Banksy first hit the scene. But, when I did, I went through the same stages we all did. From ‘is that legal?’ and ‘who is he?’ to ‘what’s he trying to teach us’ and ‘I wish he’d give my house a makeover’, love him or hate him, he’s making statements and hard cash.

So, it’s no surprise that people trying to get in on the action. Remember the masterpiece that was removed from a shop wall in North London? The point is, we’re used to people trying to remove Banksy’s to sell them on. And we know that brands, like Lego, will shamelessly piggyback off his success by making mock-ups. (For those of you new to Prime Time, I love to hate Lego. It’s stepped to its game in recent months and I just can’t keep up). But, we’re not necessarily used to brands adding to an existing piece of his artwork – cue Fila.

To me, Fila is an old school brand. Quite literally, the last time I wore a pair of its kicks was at school. So, I’ve already conjured up an idea that this vigilante brand has nothing to lose by slicing pairs of its trainers in half and strategically placing them at the foot of Banksy’s across London (as if to worship his approach).

But the story doesn’t end there. Here comes the science. Advertising agency GREYGermany used Google Ad Words to lead consumers, searching for answers to what this sporting statement actually meant, to shoe retailer Deichmann.
Nice touch, but I would’ve much preferred a link through to an ‘undercover’ (i.e. subtly branded Fila site) that encourages people to upload their Instagram pictures of the stunt for the chance to win a free pair of trainers.

The key is to convert your audience from interested consumers into brand ambassadors – and get them to tell you the next stage of the story. Who will they influence next? What do they want to see from the brand? What content do they need to share with their friends?

I just don’t believe a shoe shop can offer this because have to work twice as hard to a) assure people they’re involved in Fila’s PR stunt and b) keep people interested in the brand, rather than pushing them to buy.

But, I won’t be too hard on the Fila. It’s a great quick-win for the brand and, judging by the agency’s YouTube video, it has set the path open for others to hijack street art to create a new movement. But, I won’t get too excited until I hear that Banksy’s requested some more shoes for his next piece.

What do you think – is Fila running in the right direction?

Fila gives Banksy a run for his money.

Fila gives Banksy a run for his money.

Volvic goes back to its roots with Tough Mudder deal

23 Apr

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I have a confession to make. Seven months ago I completed the incredible Tough Mudder challenge, and sometimes I wear my victory t-shirt to the gym to subtly show other people on the treadmill how brilliant I am. By the way, it feels good.

If you don’t know what Tough Mudder is, I’ll pop it into a nutshell for you: it’s 12-miles of electrifying pain across muddy terrain that requires top teamwork to overcome physical and mental challenges for a great cause – Help for Heroes.

Last year, I entered a team of chefs on behalf of my client, Meadowland, and ended up escorting them (slowly, slowly catch a monkey) down the track. I hadn’t trained, I was tired and almost gave up after nine miles. But my team, and every other competitor, kept me motivated. And that’s the beauty of Tough Mudder. It’s a challenging movement with camaraderie at the heart of every step – which is a marketing dream for the right brand.

So, I’m impressed that Volvic has recognised the event’s reach by signing a three-year sponsorship deal.

More than having the foresight to partner with this international event, it’s also creating a digital campaign to bring it to life. From Facebook ‘fan’ galleries to YouTube content, it seeks to unite runners online as well as on the circuit.

Executed in the right way, Volvic has a great opportunity to generate a good return on its £550,000 deal, by:

* Raising brand awareness through Tough Mudder’s existing comms
* Generating effective content that can be leveraged across traditional and social media
* Getting its products into the hands of thousands of runners across a series of regional events year-on-year.

Let’s just hope, for everyone’s sake, there’s still a pint of Strongbow waiting for them at the end. It’d be a shame for this brand to step away just as it’s built up momentum. Water just won’t cut it when you’ve been electrocuted, frozen and thrown yourself off walls.

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The Barbour shop spruces up with a lick of paint

5 Apr

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Despite the smog, I rocked up to work yesterday morning in my SLB (Summer Liddesdale Barbour) which is something that I bought just before every high street store decided to introduce them. Not that I’m bitter or anything.

But now fans are being given the chance to up their game by adding a spark of colour to their wardrobes, thanks to Barbour’s partnership with Pantone.

To celebrate its S/S 2014 collection, Barbour has created a film, with the help of four bloggers, to showcase the British brand’s love affair with colour.

And it’s giving fans a chance to win items from the colourful collection by taking part in a photo competition.

For a company that sticks out in our minds for (probably) using old men on wearing flat caps and wellington boots with a Labrador by their side promote its range, this approach is youthful, fashionable and fun without trying too hard.

The fashion and lifestyle bloggers – who have more than 158,000 followers combined – share what inspires them on an easy-to-use microsite – which gives users the option to browse the collection; enter a competition; and view the latest entries.

To open up a 120 year-old brand like Barbour to a new generation naturally – peer to peer marketing was key. The sophisticated bloggers are aspirational without being show-offs. These are ‘everyday’ creative people who can appreciate the quality of the brand and they’re encouraging others to do the same – and I believe them:

· Niran & AdamYing & Yang
· Steve Booker Steve Booker
· CatTake Courage
· Carin OlssonParis In Four Months

I know I’m biased. I’ve already bought into the Barbour club. But, this campaign works on both levels. It validates my previous decision and prompts me to buy again.

The video launches on the site on Monday and it’ll be interesting to see how the competition takes off and how it transforms potential consumers into future customers.

But, it already has subtly on its side. The #BarbourPantone concept is shareable without being showy – down to the fact that Barbour’s felt secure enough to create a digital campaign around its brand without over-talking about its brand (Barbour appears just seven times on the microsite homepage and one of those is the hashtag).

Jolly good!

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