Eastpak
Create a campaign that “paks” a punch.
Website — eastpak.com
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YCN Student Awards 2013/14
Social — @Eastpak facebook.com/eastpak
ycn.org
Eastpak
Background Eastpak was founded in 1952 and evolved from a manufacturer of military-issue backpacks and duffel bags into a leading supplier of stylish, functional solutions for city living and the things you carry with you. From street-smart backpacks to convenient shoulder bags and ingenious luggage and travel items, every Eastpak bag or accessory is designed to let you cram more life into your day, whether moving across the globe or just across town. • Our brand promise to consumers and retailers alike is “to bring smart solutions, freedom with a plan, and inspiration to all urban movers” • Our brand purpose is “to enrich and enable urban life” • Our brand values are: - to seeking the stories beneath the surface - to leave these better than we found them - to create resistance against boredom and banality - to make a connection with our friends in the city Eastpak is most famous for creating the now famous “Padded Pak’r” backpack. It’s a style that’s been universally copied, been overlooked as a “schoolyard pack”, and been revived by the press as a product icon. It’s a style that no one produces as well as us. In fact, so confident are we in our own quality standards and proven reliability that most of our products, including the Padded Pak’r, carry a 30 year warranty. This sets us apart from our closest competitors. The Creative Challenge Eastpak is a brand with a longstanding American heritage that most of our target consumers have grown up with, either because they saw the “cool kids” wearing it at school or at the skate park, or because they were the “cool kids” themselves! However, as they progress into their next “emerging” stage of life, they move away from the brand, and don’t know about the vast array of products we have that would make a difference in their world. We’d like you to connect our heritage story with our wider, more eclectic product story that “enables and enriches urban life”. We’d like you to show us how to reach out to our target consumer through the various modern media channels that they themselves now connect with. We’d like you to tell us how to make our brand story more interactive and more “sharable”, but more importantly how we can communicate the message that Eastpak provides urban lifestyle solutions more relevant to their new life stage than just the original Padded Pak’r.
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YCN Student Awards 2013/14
ycn.org
Eastpak
Target Audience The Eastpak consumer is called “The Urban Insider”. The Urban Insider mindset appeals to and is designed for 3 broad life stages of consumers: • Nascent – aged 14-18 • Emerging – aged 19-24 • Established – aged 25+ On the whole, our core target consumer is of the Emerging age group. He* invariably lives, works or plays in a city, where he is more likely to cycle or use public transport to get around. The Urban Insider is usually out meeting friends or doing something interesting, since he is more social and active than the average consumer. He also enjoys travelling, on long or short trips, to find and live out exciting new adventures. He is passionate about the city is lives in, and about city life. He’s drawn by a mix of high-energy urban centres and calm, green space. He likes seeking out areas in his city that’s as yet unpolluted by tourists. He’s not likely to plan his time out in the city, preferring to “play it by ear” and to accept the pleasant surprises that may arise. His style is eclectic and understated. It’s a mix of brands and looks taken from many stages in his life. And while he’s conscious of being cool, it’s key that that he isn’t seen as “trying too hard”. *...and to be clear, The Urban Insider can just as easily be a she! Mandatories • Keep your campaign in line with our brand promise, purpose and values – we know who we are, and we don’t intend to deviate from our plan; • Keep our logo as is – our Legal team don’t like us messing around with it, so please keep it intact; • Our Style Guidelines (delivered in the pack) provides clear direction on font, colours, tone of voice, etc., so please use them; • Don’t use our heritage imagery - we no longer have the usage rights on these, and want to move away from using old materials anyway... Considerations • We may be a big brand, but we have small pockets – so ensure that your creative suggestions don’t demand high set-up costs, or large media fees; • Remember our audience. It’s likely that The Urban Insider is you - so personal views and opinions are actively sought and highly encouraged! 3
YCN Student Awards 2013/14
ycn.org
Eastpak
Deliverables, Artwork & Additional Information For guidance on how to submit your work, please adhere to the main deliverables information which can be found here. The following, and any additional supporting information referenced in the brief can be found in the supporting project pack. • Eastpak Manual • Updated Eastpak Target Consumer • Eastpak Style Guidelines
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YCN Student Awards 2013/14
ycn.org