OUT DOOR TECH. BRAND BOOK SUMMER 2O14
OUTDOOR TECHNOLOGY BRAND BOOK SUMMER 3
TABLE OF CONTENTS 3 5 6 9 10 13
CREATIVE BRIEF THUMBNAILS ROUGH DRAFTS campaign vision FINAL CAMPAIGN MEDIA SCHEDULE
THE CREATIVE BRIEF IS YOUR LAUNCH PAD. THIS IS EVERYTHING YOU NEED TO BEGIN
CREATIVE BRIEF
A Look into the branding, positioning, and persona of Outdoor Technology, As well as some of my initial ideas for the direction of the
OUTDOOR TECHNOLOGY
BRIEF
Expand Outdoor Tech’s identity as a high-tech, high-quality audio brand into a larger market. Maintain quality and “core” feel while increasing equity in music industry.
Brand History
Outdoor Tech is a relatively young and small company that specializes in wireless audio products built to withstand an active lifestyle. Early on the company was very narrow in scope, known mostly by those active in the action sports community, but have recently gained some exposure in outlets like GQ magazine for their line of portable and durable speakers.
Current Brand Status
Currently, Outdoor Tech is somewhat of a “core” brand, offering high quality products to a small and dedicated customer base. Branding and personality are very strong and consistent with their message and quality. This all just needs to be scaled up to increase brand awareness.
Target Consumer
Outdoor Tech’s target consumer is someone who enjoys the outdoors and outdoor activities (skiing, snowboarding, skateboarding, climbing etc.) but still likes to be connected. Uses mobile devices (iphone, android, tablet etc.) and appreciates high quality mobile audio. The hope is to expand this market into the more music centric sector currently dominated by Beats and SOL.
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Words to Describe ODT Core
ODT is has a lot of brand personality, wants to stay true to their roots.
Modern
ODT doesn’t adhere to the philosophy that technology doesn’t belong in the outdoors
Rugged
Durable products that can take the abuse of an active outdoor lifestyle.
Practical
Products designed to integrate seamlessly into, and improve, everyday life.
Active
Promotes an active lifestyle and makes products that align with that philosophy.
Mobile
All of their audio products are wireless while retaining hi-fidelity sound.
Media Assignments Advertising
Pursue partnerships with music artists that share some of ODT’s values/consumer base.
Interactive
Collaborate with artists on project rollouts invlolving fans. Sponsor social media contests w/artists.
Design
Maintain strong brand personality thoroughout expansion. Improve website while maintaining branding.
A MOOD BOARD REPRESENTS WHAT YOUR BRAND/CONSUMER ARE IN TERMS OF CONS
MOOD BOARD
Some pieces of media that i believe represent the identity of both the brand and it’s target audience.
SPITTING OUT AS MANY IDEAS AS POSSIBLE, RAP FIRE UNTIL SOMETHING STICKS. THIS IS
THUMBNAILS
A FEW EXAMPLES OF CAMPAIGN IDEAS IN THEIR INFANCY, DONE ON 3X5 NOTECARDS.
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REFINING IDEAS MEANS S TAKING A KERNAL OF AN IDEA AND TWEAKING, EDITING, SCRAPPI
ROUGH DRAFTS
BEGINNING TO REFINE THUMBNAIL IDEAS FOR A FINAL, COHESIVE, THREE CHANNEL CAMPAIGN.
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REFINING IDEAS MEANS S TAKING A KERNAL OF AN IDEA AND TWEAKING, EDITING, SCRAPPI non-traditional
REFINING IDEAS MEANS S TAKING A KERNAL OF AN IDEA AND TWEAKING, EDITING, SCRAPPI social
CAMPAIGN VISION IF YOU LOOK AT THE LEADERS IN TODAY’S HEADPHONE/PORTABLE SPEAKER MARKET, I.E. BEATS, SOL, ETC. IT IS FAIRLY PLAIN TO SEE THAT THEIR ADVERTISING EFFORTS ARE ALMOST ENTIRELY BASED ON CELEBRITY/ARTIST/ATHLETE ENDORSEMENTS RATHER THAN PRODUCT FEATURES AND BENEFITS. THEIR PRODUCTS HAVE BECOME MORE OF a status symbol than functional equiptment. on the other end of the sprectrum lies outdoor technology.
odt focuses almost entirely on their products’ superior specs and features. this is fantastic, however it has become clear that in order to become a serious player in this market, some sort of endorsement is necessary. in this campaign i hope to do just that. outdoor technology will partner with an artist who they believe aligns with their brand message, in this example that artist is chicago musician, chance the rapper. this campaign will give outdoor tech a level of exposure that they have thusfar been unable to attain, and given odt’s superior
products that attention should translate into a sharp uptick in rev-
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CHANCE THE RA PER X OUTDOOR TECHNOLOGY. C
FINAL CAMPAIGN
CHANNEL 1: TRADITIONAL.
ODT WILL PARTNER WITH AN ESTABLISHED ARTIST WHO’S
BRAND ALIGNS WELL WITH ODT TO PROMOTE THE PRODUCT IN A SERIES OF PRINT ADS. THIS PARTNERSHIP MAY ALSO
INCLUDE DIGITAL AND TV ADS.
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OUTDOOR TECH X
CHANCE THE RAPPER THE LIMITED EDITION DJ SLIMS
THIS MIGHT BE T LAST TIME THAT WRITE A SONG CHANNEL 2: NON-TRADITIONAL.
BUILDING UPON THAT PARTNERSHIP, ODT WILL COLLABORATE WITH THE ARTIST ON AN UPCOMING RELEASE. ODT WILL INSTALL LYRICS TO NOT YET RELEASED SONGS AROUND A CITY COUPLED WITH A UNIQUE URL AND THE MESSAGE, “HEAR IT WITH OUTDOOR TECH.” THIS URL WILL ALLOW THOSE WHO FIND IT TO STREAM THE SONG IN ITS ENTIRETY AS WELL AS GIVE THEM ACCESS TO EXCLUSIVE PRE-ORDERS OF THE ARTIST’S PROJECT AND LIMITED EDITION ODT COLLABORATION PRODUCTS.
THE SOCIAL ASPECT OF THE CAMPAIGN WILL BUILD UPON THE NONTRADTIONAL PIECE. ON THE OUTDOOR
LIMITED EDITION ODT PRODUCTS EXCLUSIVE SHO
CHANNEL 3: SOCIAL.
TECHNOLOGY TWITTER ACCOUNT,
AS WELL AS ON THAT OF THE ARTIST, FOLLOWERS WILL BE PROMPTED TO FIND
ALL OF THE LYRIC INSTALLATIONS AND TWEET PHOTOS OF THEM TO ONE
OR BOTH TWITTER ACCOUNTS. THOSE THAT FIND THEM ALL WILL BE ENTERED FOR A CHANCE TO WIN A SUITE OF ODT PRODUCTS AND TICKETS TO A PRIVATE SHOW PUT ON BY THE ARTIST.
IMPLEMENTTION IS JUST AS MUCH ABOUT TIMING AS IT IS ABOUT GOOD IDEAS. DON’T M J F MA A M JN JL AU S O N D
MEDIA SCHEDULE I
II
III
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