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•Introducing Weber Shandwick Sport THE RUNNING EVOLUTION STARTS HERE November 2010

November 2010


CONTENTS • • • • • • • •

Introduction Objectives Insight Strategy Platform Activity Summary Contact Details


INTRODUCTION • The following presentation outlines Weber Shandwick Sports approach and creative ideas to launch the new AIRIA range of running shoes • Using insight and research we present a strategic approach and creative platform to introduce the brand to the world and drive impulse to purchase • We have provided a choice of ideas to meet your objectives and budget


OUR PROCESS

Objective

Insight

Strategy

Platform

Activity


OUR PROCESS

Objectives

Insight

Strategy

Platform

Activity


OBJECTIVE • SELL 5000 shoes online pre-launch • DIFFERENTIATE from major sports brands

• DELIVER a buzz in the market place • CREATE an aspirational brand


OUR PROCESS

Objectives

Insight

Strategy

Platform

Activity


Evolution of a Running shoe 1900 Plimsoll

1950

Polyurethane sole

1970

Highly Specialised shoes

2000

Running a lifestyle choice...

INSIGHT: It’s only in the last 30 years the market has grown in size and competition

2011


INSIGHT - PRODUCT

“Nike, Asics and Adidas are our top selling brands. Nike has Air, Asics has Gel, Adidas has Formulation. They all do the same thing – provide cushioning and support. Regular customers don’t ask for performance and speed”

Retail Manager, Sports Direct

’A good runner, usually has a runners body, with a perfect body shape you don't really Need cushioning, pronation etc A light weight shoe that helps increase speed is most important to a good runner’’ Running Coach, London runners club

INSIGHT: Functionality has led to a complicated purchase behaviour that revolves around comfort and not performance. Real runners only care about performance.


INSIGHT - MARKET

Nike has made everyone a runner: 61,000 more people completed a marathon in 2009, in the US alone INSIGHT: More and more people run for health and wellbeing, it has increasingly become a lifestyle choice rather than a competitive sport


INSIGHT - MARKET

Fashion vs Technicality

INSIGHT: ‘Technical’ performance shoe brands have focused on the functional benefits versus the emotional/attitudinal benefits


INSIGHT - BRAND AIRIA – Natural Technology OPPORTUNITY: There is great potential to differentiate from competitors by stepping above the functional clutter and creating an emotional connection with our target audience


INSIGHT - AUDIENCE

‘’It’s about being competitive against myself- getting faster times. Running has made me more tenacious, I tend to not give up on things too easily’’

Alison Kerr, Business Development Executive

‘’My late father was an Olympian and the discipline you gain in running how you learn to move, receive guidance and perform, are things that make you success all your life’’

Suzanne Africa Engo, Olympian runner & Film Maker

‘’I am a research scientist and I find I don't give up easily, can cope with discomfort and disappointment and get a sense of self esteem from knowing I have a good fitness level. ...what I have achieved is down to genetics and a very stubborn mentality’’ Rob Jefferies, Scientist & Entrepreneur


INSIGHT - AUDIENCE Our target audience is driven by performance They challenge themselves and have a competitive spirit They push themselves hard... Beyond their boundaries They are not the mass lifestyle runners, they are serious performers, who believe they have

earned exclusivity and an elite status in both running and life in general


SO YOUR THREE AUDIENCES

Elite Runners

Rich & Active

Gadget Fanatics


ACTUALLY BECOME ONE

The Elite


THE ELITE • • • • • • • •

Nonconformist High-Networth Constantly on the move Multinational & cosmopolitan Embrace technology Compete against themselves Driven to succeed in life and running Rich and Active


INSIGHT - Recap Market

Brand

Running has become a lifestyle choice rather than a competitive sport. With brands using functional differentiation to appeal to a mass runner

There is a great opportunity for AIRIA to step above the functional clutter currently in the market and create an emotional connection with a runner

Product

Audience

Today buying a running shoe involves a complicated process and often revolves around comfort rather than performance

They care about performance & success in both life and running. They are over achievers who always want to stay ahead of the race


OUR PROCESS

Objectives

Insight

Strategy

Platform

Activity


STRATEGY - Our thinking "Running has substantially shaped human evolution. Running made us human – at least in an anatomical sense. We think running is one of the most transforming events in human history. We are arguing the emergence of humans is tied to the evolution of running“

Laszlo Meszoly, Harvard University

stand out as high achievers They constantly work out how to better themselves and how to evolve...

Our target audience , they are the rich and accomplished, who discipline themselves to the sport of running.


STRATEGY - Our thinking

AIRIA will lead the next evolution for running


OUR PROCESS

Objectives

Insight

Strategy

Platform

Activity


THE STRATEGIC PLATFORM

The Running Evolution -Powered by AIRIA -Driven by Natural Technology


OUR PROCESS

Objectives

Insight

Strategy

Platform

Activity


ACTIVITY BUSINESS GOAL To sell 5,000 shoes online with a budget of 20,000 Euros COMMUNICATIONS OBJECTIVE Create a differentiated proposition for AIRIA that will drive buzz among media and position AIRIA as an aspirational running shoe brand

STRATEGIC APPROACH ARIA to lead the ‘running evolution’ for both the industry and the runner REVOLUTIONARY DESIGN

USER EXPERIENCE

SPEED

Mid Sole carbon Plate Barefoot Technology

Light Weight Perfect foot angle

Maximum Responsiveness 2% increase in time


IDEA FILTER ALL IDEAS NOW PRESENTED MUST:

Drive aspiration

Engage the elite and high-earning

Does it drive sales

Generate content and coverage

Grow and adapt with consumers

Meet both of AIRIA’s proposed budgets • 20,000€ • Money no object


EXCLUSIVITY

INSIGHT: Our target audience (The Elite) demand rarity and exclusivity, which leads to buzz and interest – positioning AIRIA as the exclusive/best in class athletic shoe will appeal to opinion formers, target consumers and media


EXCLUSIVITY Idea •

AIRIA evolves the experience of ownership, it becomes a privilege not a right

Activity •

AIRIA to be the first footwear brand to restrict the sale of their shoes to only the most discerning and best runners – purchaser has to prove their running credentials

Launch to mimic luxury car marque e.g. Geneva motor-show

Evolution Club – buying a pair of AIRIA shoes gives purchaser entry into the club and receive ultimate benefits package •

ultimate after-sale service; replacement shoes anytime / anywhere

24hr access to best running, medical experts


EXCLUSIVITY


EXCLUSIVITY Idea •

Airia evolves the concept of 5K/10K/marathon from a mass-market product to a unique, exclusive invitation only event

Activity • • •

• •

Set in the worlds most stunning natural environments and the worlds greatest cities only open to owners of Airia shoes Exclusivity of the series creates talkability and sense of luxury Opportunity to partner with leading international hotel chain to create a number of city runs, based around their popular hotels across the world • The runs which would start in the foyer would take in some of the best sites of the city and be categorised in a similar way to skiing Supported digitally, the hotels will map your route (known as Aria 1-10) and clock your time A leader board will be developed where consumers times are automatically updated building a database of relevant consumers for DM activity Opportunity to engage running / lifestyle / consumer title as media partner for runs


EXCLUSIVITY - Supporting the idea A phased campaign supporting the EXCLUSIVITY EVOLUTION idea to further engage consumers & media, and drive desire & purchase

Media Education

Endorsement

Film & Photography

A-List Seeding


MEDIA EDUCATION INSIGHT: Running media and runners demand facts and figures on products to allow them to make an informed opinion. Educating key opinion formers (KOF’s) in an engaging way key to AIRIA’s success •

Weber Shandwick Sport (WSS) to conduct robust intelligence gathering to create informative and detailed media materials Schedule of proactive media briefings, trials, desk visits with running, lifestyle and health media in target markets Key running blogger engagement with embargoed ‘sneak peek’ / pre-release seeding of product for trial


MEDIA AUDIT Country

Media

Germany

Runners World, Running – Das Laufmagazin, Aktiv Laufen, Laufzeit, Fit For Fun, Runnersportal.de Forum.runnersworld.de, Sport & Mode, Men’s Health La Mode, Men’s Fitness, Figaro, 24/7, GQ, Esquire, Running Magazine, Jogging International. L’Officiel Hommes, Numero Runners World, Running Magazine, Men’s Health, Health & Fitness, Sunday Times Style, FHM, GQ, trainerjunkie, Sport Magazine, Zest, Women’s Health, Red, Glamour, Stuff, T3, Trader Magazine, Wallpaper, Monocle

France UK

Switzerland Spain

Sonntag, sonntagsblick, sonntagszeitung, the nzz am sonntag, sportmagazin, swiss runners, fit for life www.Sport.Ch www.Lauftipps.Ch, http://www.Fitforlife.Ch, coop zeitung, migros magazine, k-tipp Marca / Marca.Com, El Pais / Elpais.Com, Men’s Health, Runner’s Magazine, www.Ateletismoblog.Com

USA

Runners World, Men’s Health, USA Today, Wall Street Journal, LA Times, Esquire, GQ, FHM, Monocle, Running Times

Japan

Beejan Magazine, Men’s Health, GQ, Esquire, Yomiuri, Asahi, Tokyo Sports, Nikkan Sports , Houchi Shimbun, Sankei Sports, Daily Sports, Chunichi Sports/Tokyo Chunichi Sports

UAE

Al Jazeera sports channels, Abu Dhabi Riyadiah channel, Dubai Sports channel, Koora.com, Al Khaleej, Men’s Fitness, 4 Men, Esquire ME, Arabian Man, Equestrio Arabia

Netherlands

Runner’s world Magazine, Runnersweb.nl, Hardlopen.nl, ProRun.nl, Losseveter.nl, Men’s Health magazine Hardloopniews, Run2Day, Men’s Health, Telegraaf, Goofd2Be/SoHomme.nl, Veronica magazine, Viva, FHM, SportPartner, SportCult, Fashion United, NewStyle, Fashion Cult Hurriyet, Sabah, Haberturk, NTV Spor, Fanatik.com, AA

Turkey


INTELLIGENT ENDORSEMENT INSIGHT: Sports footwear brands have saturated the athlete market through over endorsement and sponsorship diluting their core message – AIRIA needs to find a new route to market with a new type of Exclusive Ambassador •

Before launch, form a strategic partnership with running intellegenti Harukhi Murakhami, Christopher Mcdougall and Ed Warner • Host a series of exclusive evening with events in key cities around the world • Invite ambassadors to undertake speaker opportunities discussing ‘the evolution of the running man and business success at key business and lifestyle events e.g. International Herald Tribune Heritage Luxury conference, International Business Forum on • Ambassadors undertake range of media interviews and briefings detailing their involvement with the AIRIA brand generating significant branded coverage in broad range of international media titles across multiple categories (running ,lifestyle, business etc


FILM & PHOTOGRAPHY INSIGHT: Use of stunning imagery and engaging film with true viral credentials (i.e. actively passed from user to user) when executed properly can generate cross over coverage in traditional print media and deliver word of mouth •

WSS working with AIRIA produce a series of supporting images & videos that create a sense of intrigue and wonder around AIRIA

Sony Brava ‘Paint’ 1.5m real ad / 920k spoof

Creative thoughts 1000 x Magnification Commission leading photographer to shoot the human foot and the AIRIA in amazing microscopic detail never seen before Under Wraps Seed ‘secret’ footage of runners using the new shoe in the style of Big Foot / Loch Ness / Alien Autopsy imagery / footage. Runners running at incredible speeds i.e. The next evolutionary race of runners filmed in the Swedish forests near AIRIA HQ

• •

Launch through video sharing sites and seed on athlete and KOL twitter pages in exchange for product Imagery released to media to build buzz and aspiration

Honda ‘Cogs’ 1m real ad / 611k spoof


A-LIST SEEDING INSIGHT: Celebrities use fitness to promote brands but also drive aspiration and reason to believe in higher price point. Identify key celebrities in target markets to seed new footwear and encourage A-List and KOF endorsement

• •

• • • • • •

Develop a list of high-profile celebrities who have been pictured running marathons or taking their training seriously Categorise the list to ascertain those who should receive product first e.g. High following on Twitter, relevance to target audience, media-appeal in high-end and running press Netherlands - Thomas Acda, Leontien Zijlaard van Moorsel, Dolf Jansen, René Froger UK – Jonny Lee-Miller, Piers Brosnan, Jenson Button, Ellie Goulding USA – Jessica Biel, Katie Holmes. Matthew Fox, Shia Le Beouf Russia - Oxana Fedorova, Andrey Malakhov, Alyona Babenko, Oscar Kuchera, Evgeny Plushenko Spain - Anne Igartiburu, Paco Roncero Germany - Achim Achilles,, David Garrett


……AND IF MONEY WAS NO OBJECT?


A HIGHER PLANE

INSIGHT: Serious runners are always to better themselves, and their running experience, pushing themselves harder, faster, further, AIRIA creates the next step in the evolution of the running experience


A HIGHER PLANE Idea •

Working with acclaimed industrial architect e.g. F1 track designer Hermann Tilke, AIRIA creates the ultimate running experience through the building of a stunning running track in Sweden that becomes the Mecca for runners and the new home for natural running

Activity • • • • •

Invite leading architects to create visionary designs for the ultimate running track Track design includes the pinnacle of science and architectural thinking Track is a combination of BIG ART and running engineering creating a cultural and running phenomenon Designs released to media creating buzz and hype Construction of track creates a series of media moments that can be exploited to generate brand coverage Testing of track and gala opening adds layers of interest to media and consumers


A HIGHER PLANE


A HIGHER PLANE


A HIGHER PLANE •

Form exclusive media partnerships with Wallpaper* and Running World to document the entire design process in print and online


IDEA FILTER DO THE IDEAS...

Drive aspiration

Engage the elite and high-earning?

Does it drive sales?

Generate content and coverage?

Grow and adapt with consumers?

Meet both of AIRIA’s proposed budgets • 20,000€ • Money no object


HOW WILL WE DELIVER YOUR PROJECT? • The is a huge opportunity for AIRIA to own a unique space in the running market • Evolution Platform provides standout from competition and creates emotional attachment to the brand • Exclusivity theme will appeal to target consumers, create aspirational brand values and delivers clear brand positioning • Creative ideas will deliver on AIRIA sales targets by creating sense of anticipation amongst consumers encouraging pre-orders


GLOBAL REACH

121 offices in 76 countries


CENTRAL HUB Development of systems, policies and procedures

Development of core strategies & key messages

Management of central client relationship

Measurement & evaluation

Central Hub

Creation and coordination of cross-market events and activities

Local Local Teams Teams


LOCAL TEAMS Local tactical programme

Local tactical programme

Strategy contribution & local adaptation

Country budget management

Central Central Hub Hub

Local Teams Local client liaison

Local target audience database

Issues monitoring


SUMMARY • The is a huge opportunity for AIRIA to own a unique space in the running market • Evolution Platform provides standout from competition and creates emotional attachment to the brand • Exclusivity theme will appeal to target consumers, create aspirational brand values and delivers clear brand positioning • Creative ideas will deliver on AIRIA sales targets by creating sense of anticipation amongst consumers encouraging pre-orders


THANK YOU!

•Introducing Weber Shandwick Sport

For more information please contact Fiona McLachlan Head of Sport Weber Shandwick Sport T: +44 20 7067 0199 E: fmclachlan@webershandwick.com

Š

Andrew Ager Deputy Head of Sport Weber Shandwick Sport Tel: +44 207 067 0260 E: aager@webershandwick.com

November 2010

The original ideas and concepts presented in this document are protected by the law of confidentiality and are available only for the programme described. They shall not be used for any other purpose without the written authority of Weber Shandwick

WSS AIRIA  

WSS proposal