Campaign Book J558 | Writing Design Concepts Jazo Moises | Summer 2014
Table of Contents Executive Summary.................................................................. 3 About Product........................................................................... 4 Moodboard................................................................................. 5 Audience..................................................................................... 6 Creative Brief.............................................................................. 7 Campaign Outline..................................................................... 8 Ideation Process............................................................. 10 Traditional: Print............................................................ 12 Online: Pandora............................................................. 13 Guerilla: Art Installation............................................... 14 Digital: Instagram + Nike iD........................................ 15 Execution Map......................................................................... 16 Media Plan............................................................................... 17
Executive Summary There are very few things in the world like a comfortable pair of sandals. In 2012, Hurley, a skate and surf brand that’s infused in the Southern California lifestyle, launched the Phantom Sandal, a collaboration taking Hurley’s innovative spirit and combining it with the best of Nike’s product technology. But in among this community, the sandal category is populated by brands like Rainbow and Reef who already have brand recognition in this community. This plans book presents an integrated advertising campaign that shows how Hurley can act as a competitor by leveraging their brand’s commitment to technology and innovation through an active lifestyle. At the end of the day, Hurley is a brand authentic to Southern California culture, offering an extraordinary sandal for (what may seem like) ordinary surf days.
ABOUT THE PRODUCT
Hurley Phantom Sandal In the late-1990s, Bob Hurley began Hurley International, an outdoor lifestyle brand that was born out of the Southern California surfing culture built on the principle of innovation. Its innovative culture was given a lift in 2002 when the company was purchased by Nike. Staying true to its roots, Hurley headquarters stayed in Costa Mesa, California, where they continue to design products that meets the needs of this active group.
Building off of its theme of innovation, Hurley’s Phantom line of products are analogous to those of Nike’s Pro-Combat line. Phantom products typically have a sleeker and glossier look. They also have more technology, from lightweight, quick-drying boardshorts to breathable waistbands. While the Phantom line started off with only offering boardshorts, Hurley has expanded its Phantom offerings to its line of sandals.
A collaboration between Hurley and Nike, Hurley’s Phantom sandals offer the best of Hurley’s innovation and design with Nike’s technology. With breathable mesh technology, a Nike Free flex bottom, and a soft footbed that fits around the foot, Hurley is using its innovation to create the most comfortable sandal yet.
MOODBOARD
AUDIENCE We’re talking to the male Lifetime Surfer – those who thrive on staying active and are engrained in the surfing culture. We speak to everyone from the 17 year-old high school student in Virginia Beach who gets up early to surf before their 1st period US History class, to the 40 yearold dad in Newport Beach who takes a Saturday afternoon to teach their kid how to surf. They see surfing not just as an activity, but as a lifestyle. They’re current on the latest surfing trends, from competitions, to pro surfers, to the newest gear. Because of this, they surf with the understanding that you need to look good doing it – so whether it’s having extra income or earning it, they want to spend money on gear and clothing that fits their lifestyle and level of activity. Trust and ritual is a big thing, on and off the water. Surfers have their rituals, whether it’s grabbing a coffee at the same shop every time they go out to surf, or stopping by a taco truck and ordering the same thing afterwards. Likewise, surfers have the brands that they trust, giving Hurley a natural advantage in the market due to them being born in the Southern California surf culture.
CREATIVE BRIEF Objective
Increase purchases of Hurley Phantom sandals among male surfers and surfing enthusiasts.
Background
A brand born in the Southern California surfing culture, Hurley is looking to break into the sandal market with its Hurley Phantom Sandals, which offer the best of Hurley innovation and Nike technology.
Challenge
The beach/surf-sandal category is led by Reef and Rainbow, which are already popular among surfers. We can’t just tell our audience that the product is functional and stylish: we need to show them.
Audience
Lifetime Surfers, old and young. They see surfing not just as an activity, but as a lifestyle, and see trust and ritual as important, both on and off the water.
Key Words to Describe Hurley
Tradition – Hurley’s makers understand surfers because they are surfers. The connections between the brand’s founders and Southern California surfing culture make Hurley a trustworthy brand choice. Innovative – One of their current taglines is “True Innovation.” This tagline resonates through all their products, in part by the use of Nike Technology. Sharp – Hurley’s design is both sharp and intense, with a bright color scheme and thin lines, and geometric patterns used frequently in their clothing.
Tone of Voice Sharp, intense, stylish
CAMPAIGN OVERVIEW
Because they were born in the same environment, Hurley understands the needs and culture of Lifetime Surfers. However, to breakthrough in the sandal market, Hurley needs to stand out from giants like Rainbow and Reef using the biggest tools they have – innovation and technology. While Rainbow and Reef have tenure as “sandals of choice,” we want to show how Hurley Phantom Sandals can be an extraordinary sandal on ordinary surf days through its innovative design and its Nike technology.
Extraordinary Sandal.
Ordinary Surf Day.
Thumbnails
ROUGHs
Print We’ll start putting print ads in surfing magazines in April to give our audience a taste of the summer. These ads will feature a picture of an aspect of the sandals, a darkened surfing picture over it, a headline, and body copy that reiterates how the sandal helps on ordinary surf days.
Pandora For two weeks in the early summer, we’ll hold a Pandora takeover. The design will hold the same aesthetic of our print materials. Additionally, users will be able to play a “Phantom Sandal Extraordinary Playlist” featuring music selected by surfers signed to the Hurley brand.
ART SCULPTURES We’ll give 6 artists in Southern California beach towns to design sculptures shaped like the Hurley Logo and inspired by the Phantom Sandal “Superpower Technology” print ad. These sculptures, after finished, will live on the Southern California beaches during the summer months. While they’re localized to Southern California, the novelty of the artwork will make its way to social media. Afterwards, these sculptures will be auctioned off with proceeds going toward Hurley’s H2O campaign, which helps to bring clean water to places that lack access to it.
Locations in California Mission Beach (San Diego) Huntington Beach (Orange County) Malibu (North of LA) Santa Monica (West LA) Laguna Beach (Orange County) Santa Barbara (Central Coast)
NIKE id/INSTAGRAM For a limited time, users will be allowed to go onto Nike iD, design their own custom pair of Phantom Sandals, and post their design to Instagram with the hashtag #PhantomSandal. As a contest, the 25 users with the most likes on their design will have their one-of-a-kind sandals custom made for them, free of charge. This contest will be promoted on social media as well as through banner ads on surf culture websites.
EXECUTION MAP As an integrated campaign, all of these executions have one goal – product awareness and increased sales of Phantom Sandals. This is a map of how these executions all work together to help reach that common goal.
MEDIA PLAN The integrated campaign will run before summer and during the summer months - from April to September 2015.