Interactive haptic footwear NAVIGATE
INTERACT
STAY FIT
Brand Research
Background Innovated in India, Lechal is the smartest pair of intuitive shoes you’ll ever slip into. They not only serve as a navigational aid but also as a fitness monitor. A giant leap in wearable technology, these smart shoes easily provide users with an indispensable walking buddy, setting them off in a whole new direction.
Features
Intuitive Navigator
Wearable Fitness Monitor
Interactive Notifier
Features Socially geared to share fitness goals and milestones.
Subconscious simplicity with haptic technology.
Category Research
Wearable Tech Industry
48% 18-34
of wearable tech users are
only
52%
rd
1/3
years old.
are aware of wearable technology
likely to buy
One in six currently use wearable technology in their daily lives.
Wearable Tech Industry billion
$2.3
: amount performance monitors are expected to reach in 2017.
$700
Million USD
Value of the Wearable Tech Industry in 2014.
Sports and Fitness:
10%
growth in revenue for brands like Nike, Adidas and Under Armour.
Wearable Tech to be worth
$8.36
Billion USD by 2018.
Wearable Tech Industry
As smartphones become the hub of information, there will be an increasing number of devices that will
connect
exchange data with smartphones.
to and
In 2016 over 1.2 billion smartphones are forecast to be shipped and by 2018 the smartphone installed base is expected to reach
4.2 billion cellular handsets.
Wearable Tech Industry 80% 70% 60% 50% 40% 30% 20% 10%
W al ki ng
R In unn do in or g R O unn ut in do g o H r ik G ing ym cl as St s tra ren in gt in h g Cy In cl do ing or C O ycl ut ing d Sw oor im m in g
0%
Sports
fitness are expected to be market drivers amongst smartphone users who exercise at least once a week. and
Competitor Research
Competitor Research Smart Gear
Fitness Bands
Competitor Research Smart Gear
Strengths
Weakness
- Brand Recognition
- Intense Competition
- All inclusive multiple features
- Substitue Product - Overlap of smartphone features
- Offers many avenues for new social engagements
- Digital Saturation
Competitor Research Fitness Bands
Strengths
Weakness
- Established and credible brands with a loyal following.
- Utility Vs. Pricing
- Platform approach with rich eco systems. - Help set fitness milestones and coaches to achieve growth goals.
- Lacks simplicity - Cluttered architecture - Lacks effectiveness - Still in early stages
Product Differentiator
Brand Purpose
To enable users to collect life experiences.
USP
Digital Detox Device
Consumer Analysis
The Wanderluster I would rather own little and see the world, than own the world and see little of it.
Name: Mithila Mehta Age: 24 Occupation: Marketing Executive,
UB Breweries Location: Mumbai - Bengaluru,
India
Constantly on the move to find her next great adventure. • Collector of experiences: Has a rich treasure trove of souvenirs and vast travel experiences. • Values experiences over things. • Lives a grounded and organized life. • Travels with a passion for work and play. • Street smart and world wise. • Rich in cultural currency - Languages, food, music, films, people etc • Influential - Travel Blog, Instagram and tweets are subscribed by many.
The Wanderluster Mithila Mehta is not your everyday quintessential millennial. A fresh breeze of excitement, a free spirited wide eyed nomad, a travel bag of journeys taken, and many yet to be embarked on, she is the embodiment of a true wanderluster. While she navigates the tastes and aspirations of millions of Indians, as a Marketing Executive at UB Breweries, India’s largest spirits conglomerate by day, she charts her own big adventures by night. A hard working, organized and grounded 24 yr. old, she is on the fast track to literally going places. While she travels with a passion for both work and pleasure, her world revolves around her smartphone, tablet and laptop that help her stay connected while on the move. She is therefore more socially active on FB Groups, personal blogs, Instagram and travel apps. A lover of the written word and a grammar nazi with a vengeance, she is fond of writing about her travels, and frequently contributes to reputed travel guides like Lonely Planet, Conde’ Nast Traveller and the likes.
The Wanderluster As a voracious reader and marketing geek she subscribes to business and trade journals like Forbes and the Wall Street Journal, while making it a pointto stay updated on world events and the feed the writer within, through the online edition of literary magazines like The New Yorker, Harper’s Magazine, The Economist etc. While she knows pleny of obscure countries with their music filling her playlists, and their amazing cultures filling her journeys, she organizes her trips such that she always comes back richer in cultural currency and unique finds. An early adopter and a fairly influential person with her own distinct voice, her travels are reflected in the promotional events she plans at work, and the stories she shares with fellow travelers through her travel blog. A person of several acquired and eclectic tastes, while she shops at brand name stores like Zara and Mango, she still finds great delight in losing herself in the bazaars and flea markets in new lands. While she is inundated with a digital overload on most days, on her weekends she takes delight in switching off and finding her space in long walks in the park, while shopping or simply taking in the sights on her journeys.
The Wanderluster
Needs
Triggers
To feel alive by constantly enriching their lives.
Start and end of the work day when they look up and plan the next destination.
The thrill seekers Why hello, long weekend! Where are we off to?
Name: Mike and
Amanda Stone Age: M - 32, A - 30 Occupation: Mike: Chef
Amanda: Graphic Designer Location: New Orleans
Eagerly looking forward to their next escape. • Experienced travelers, who see travel and holidaying as an important aspect of their lifestyle. • Are open minded and have an interest in world affairs. • Seek out and enjoy authentic personal experiences they can talk about and share with others. • Active in their travels and seek to come away more knowledgeable. • Irrespective of age or nationality, are substantial consumers of nontraditional and mainstream media. • Are opinion leaders within their peer and social groups.
The thrill seekers Mike & Amanda Stone are on the exciting side of 30 and entering a great phase in their lives and careers. This thrill seeking couple live for the weekends, when they can escape from the monotony of their daily grind, and rejuvenate themselves as they embark on great holidays. Mike, the lead Chef at a gourmet 5 star restaurants, and Amanda a Sr. Graphic Designer at a major design firm in New Orleans, are very passionate about their jobs and are equally passionate about leading interesting lives. For these experienced travelers, heading out on holidays is an important part of their lifestyle. So while their calendar is planned around their yearly resolutions and bucket lists, their days in New Orleans are equally well spent discovering new things every other day. Limited on time outside of work, they are selective about their media consumption and are predisposed to tv shows that meet their lifestyle and motivation profiles. They are more tuned towards intellectual programmes and those rich in information, the kinds that play on the Travel and Living Channel, the Discovery Channel and the likes.
The thrill seekers They are well versed in global brand communication, and as such would expect brand conversation and content to be available on a variety of channels including digital. They’d therefore regularly frequent budget ticketing websites like Kayak, Travelocity, Expedia and the likes. An influential couple they are also well-connected and like to learn from and share information with their peers and close friends. As such they’d be the admininistrators of several Facebook Groups and often help those in their circles plan their trips. Being very social Mark and Amanda have formed several lasting friendships with the various nationalities they’ve met on their previous trips. They therefore regularly entertaining friends who visit, enjoying their company at fine restaurants, enjoying couples games like tennis or golf at clubs or resorts.
The thrill seekers
Needs
Triggers
To rejuvenate and not get stuck in a routine.
Resolutions and the yearly bucket list.
The reclaimers I love airports. I love the promise of travel they hold.
Name:
Bruce Daniel
Age: 35 Occupation: VP, Citibank Location: London
Pursuing new ways for personal growth. • Workaholic and high end achievers who want to reclaim their lives. • Desire to reconnect with the opportunities they sacrificed for their careers. • Hate regrets and don’t want to miss out anymore. • Seek to live richly and thereby attain a more ‘quantified self’. • While they don’t want to over compensate for lost time, they would rather make travel decisions for novelty retreats like coveted music, movie, fashion festivals and sporting events.
The reclaimers Successful career, loving family, major high rise in Chelsea - Bruce Daniels seems to have it all. So why does he feel like something is missing? The truth is that 18 years of marriage and countless 80 hour weeks have left Bruce feeling disconnected from everything and everyone he loves, and looking for a sign. As the Vice President of the Citibank Group in London, he has hit a plateau where he has become complacent with his career, as it no longer offers any major challenges. But while he desires to reconnect with the opportunities he gave up for his career, what he reallly aches for is to be able to reclaim his life. While earning a seven figure salary, being featured in magazines like The Economist and Forbes, owning the latest BMW, and traveling business class in major airlines like The Emirates, Lufthansa, British Airways and the likes has its perks, they aren’t fulfilling. Bruce desires to live a fuller, richer and more meaningful existence. As a reclaimer, Bruce gets self-conscious when he hears the achievements of his close friends and colleagues and while he isn’t necessarily envious of them; his desires are to take on more enriching adventures.
The reclaimers The kinds that help him enjoy more family time with his son by taking him to premiere sporting events like Wimbledon, FIFA World Cup games or even a NBA playoff. The types that help him feel more productive like being involved incharity work with nonprofits in his community, or those that tackle global issues like aids in Africa. Beyond just being an outlet to make donations, Bruce seeks enrichment by being personally involved in the grass root work and so finds great encouragement in these pursuits outside of his busy schedule. Though Bruce’s world is managed by personal assistants, maids and chauffeurs, he does seek to attain a more quantified version of himself. To this end he takes more time out for himself, working with a personal trainer to help him train better for areas of personal growth like marathons, getting fitter and living a healthier lifestyle. While highly motivated, he is more attuned to reading more and spreading his pearls of personal wisdom to others by recommending books on eastern philosophies, fitness and self-help books he found very helpful.
The reclaimers
Needs
Triggers
Overcome their fear that their lives are passing them by and they still have much to accomplish.
When colleagues and close friends start sharing their milestones.
Insights
Brand Strategy
Shared Values
Desires
Purpose
Consumer
Brand
Product Positioning
Functional Benefit
Consumer Insight
Needs Shared Experiences
Consumer Journey
Purpose
Brand
Functional Benefit
Shared Values
Desires
To enable usersConsumer to collect life experiences.
Needs Shared Experiences
Shared Values
Desires
Purpose
Intuitive Navigator Interactive Notifier
Brand
Consumer Wearable fitness monitor
Socially geared to share fitness goals and milestones Functional Benefit
Needs Shared Experiences
Shared Values
Purpose
To find some purpose in life.
Brand
Desires
Consumer
To keep things interesting. Seek new challenges.
Functional Benefit
Needs Shared Experiences
Shared Values
Purpose To constantly feel alive by enriching their lives. To rejuvinate and not get stuck in a routine.
Brand
Desires
Consumer
Overcome their fears of life passing them by and the desire to accomplish new feats.
Functional Benefit
Shared Experiences
Needs
Shared Values
Desires
Purpose
Brand
Embark on journeys.
Consumer
Enrich Lives. Functional Benefit
Personal Growth. Shared Experiences
Needs
Shared Values
Purpose
Planning next trip.
Desires
Planning the weekend escape. Brand
Functional Benefit
Planning next scenic sojourn.
Consumer
Needs Shared Experiences
Brand Strategy
Shared Values
Brand
Product Positioning
Desires
Purpose
Functional Benefit
Organizing Idea
Consumer Insight
Consumer
Get.Away Needs Shared Experiences
Consumer Journey
Activation Idea
Wanderlust (n): A strong desire for or impulse to wander or travel and explore the world.
Rationale ‘Lose Yourself’ is an open call to adventure. To the free spirited explorers and wide eyed wanderlusters in all of us. It is an invitation for users to go forth with Lechal and embark on journeys across a borderless world filled with experiences to enrich their lives outside of the confines of their digital domains. Helping them emerge more world wise and with a wealth of experiences, richer in cultural currency. The integrated campaign therefore positions Lechal as an enabler which empowers its consumers to collect life experiences.
Visual Identity
Typeface
NOVITO NOVA
Nova thin adds a dreamlike element to the identity of Lechal. It gives the campaign a magical feel which aptly represents our wanderluster.
BEBAS
A bold, sans serif typeface, Bebas gives the campaign a strong and powerful voice which ties in with the character of the target audience - people with a thirst for adventure.
Color Palette We decided to stick with Lechal’s original style of red. Red is an intense colour representing strength and elegance, while also denoting power, determination and passion - qualities that are evident in our wanderluster.
RGB : 35/31/32 C:0 M:0 Y:0 K:0
RGB : 59/59/59 C : 68.36 M : 61.68 Y : 60.69 K : 51.06
RGB : 198/60/51 C : 15.94 M : 90.75 Y : 88.0 K : 5.11
RGB : 117/27/18 C : 31.26 M : 95.14 Y : 99.06 K : 42.52
Media Mix
Media Mix 'Lose Yourself’ is about inspiring people to unleash themselves and take off. As Lechal’s edge lies in serving as a digital detox device, the integrated campaign would therefore communicate the same with consumers through disruptive mediums. This would include a diverse media mix of engaging alternative media, exciting guerilla and digital advertising, and immersive on ground activations. These properties would showcase a series of vibrant messages that will engage with consumers as they lose themselves in - New experiences, new passions, new friends and whole lot of new conversations.
Executions
Summary 'Wanderlusters' represent individuals who are living for new experiences. They are well travelled, or have aspirations to join the ranks of the well-travelled. These citizens of the world are not defined by typical demographic statistics but by the places they have visited, and the experiences they have shared. They embrace the unlimited possibility of the future and are open to an invitation to try the unfamiliar. As the smartest pair of intuitive shoes you’ll ever slip into, Lechal enables its consumers to collect these life experiences.
Summary As the world becomes more interconnected, borders are being blurred and people are more mobile and globally engaged than ever before; they are connecting, creating and sharing ideas that are propelling the world forward. Lechal therefore offers the perfect invitation to try the unfamiliar, create new ideas, and form new visions. ‘Lose Yourself’ encapsulates life’s potential and embraces experiences with all the possibilities it holds.
Teaser Phase Objective: Generate buzz about Lechal., Direct to website and register for event. Strategy: A week long teaser phase that will introduce the concept of Lechal and Footloose Fridays to our target audience in places that they frequent the most. Media: Subways , parks, bus shelters, navigation: maps, bike kiosks/racks - citibikes, Social media - data mining, gyms.
Subway Guerilla The campaign will take off with a guerilla activation in a New York subway. A call to action will lead people to the microsite where they can register and learn about what Footloose Fridays is really about.
Microsite Once people come to the microsite, they can register for the event and/or learn more about Lechal and footloose Fridays. There is a limited number of people who can participate and they can register as an individual or as a group of four. The event costs $5.
Microsite Rules of the Footloose Friday event are explained and participants are encouraged to RSVP their presence and have proof of their confirmation either in the form of a digital icket or a printed version of the confirmation.
#LOSEYOURSELF #WHATSYOUREXCUSE
Social Media Parallel to the guerilla executions, further buzz is generated using social media. The hashtags “loseyourself” and “whatsyourexcuse” is promoted to get people excited about the event. Those who have registered are encouraged to share their excitement through instagram, twitter etc.
Interactive
Interactive floors on footpaths, parks, sidewalks etc.
Bus stops, footpaths, sidewalks and parks also have branded campaigns and interactive experiences on them to promote the campaign.
Footloose fridays Footloose Friday is an open call to adventure. With everyone having busy schedules, either work or school or family, we take vacations to collect experiences as well as detox a bit. But everyday is an adventure and sometimes we can find adventures right where we are. We lose ourselves in all the gadgets that we own. The footloose friday event invites those who want to have an adventure and detox from their daily lives. At the same time as having fun, they also get a good workout in and meet new people. Participants will gather at the specified place and time. They are each given a pair of lechal insoles that they can place in their shoes. They are then asked to download the official footloose friday app. Here, they can read the rules and begin their adventure as a group. The team or individual who collects the most amount of Footloose Factor wins a pair of Lechal insoles for each member.
App In the app, they can go to /Footloose factor and take a look at the tasks that they need to complete. Once they select the task, they can see the address on their phone and can be guided by the Lechal insoles. As each task is being completed, the participants will be able to capture their experience and share it on social media through the app. There is a snapchat sticker as well that the participants can use while they complete tasks! Once they successfully complete the task, the person in that area (there will be a person at each task location) will sign them off - hence making them earn footloose factor and confirming that they have, indeed, completed the task. The group or individual with the most footloose factor wins.
Phase 3 Once the first Footloose Friday event is over, further events will be promoted through the same methods as above. This will not be a weekly event but will take place multiple times and will slowly evolve to different cities. All the participants will have the chance to win the grand price - an all expense paid trip to Europe with their Lechal’s.
WHERE WILL YOUR FEET TAKE YOU?