On cloud brief

P/1 BRIEF 1.

WHAT ARE WE ADVERTISING? The On Cloud Running Shoe.

2.

WHY ARE WE ADVERTISING? WHAT’S THE PROBLEM TO BE SOLVED? We are advertising to raise awareness of the brand and ultimately drive sales.

When running, people can usually pick a lighter shoe that has less impact protection so they can run faster, or they can pick a heavier, more stable shoe so they can run more comfortably. There are no shoes that combine lightweight free-form motion with maximum comfort and impact protection.

3.

WHO ARE WE TALKING TO? Runners who want many benefits when they run. A lightweight shoe. A flexible and responsive shoe. A shoe that provides impact protection. A shoe that will keep their bodies safe. People who may need extra motivation to run. People who may have negative associations with running due to poor fitting shoe resulting in a sub-par running experience.

4.

WHY WOULD THEY CARE? The On Cloud is the world’s most lightweight running shoe. It combines this light weight with their patented CloudTec technology that acts similar to a spring. This first cushions initial impact and then launches the shoe back off the ground. This results in an unprecedented approach to the mechanics of running that allows for a vibrant combination of speed, comfort and protection while running. This will ultimately result in a more

fun and productive running experience.

5.

WHAT DO THEY CURRENTLY THINK? That running is definitely good for you in many ways, but can also have very deleterious effects on the joints and spine. That running can be painful and lead to soreness and joint and spine problems. That when picking a running shoe, they either have to choose from lightweight, or flexible, or supportive options - each providing a corresponding benefit. That running itself can be tedious and boring without a proper fitting and performing shoe.

6.

WHAT DO WE WANT THEM TO THINK? That a combination of speed, comfort and protection is possible with this shoe. That when these elements are combined, the running experience will be more fun, comfortable, productive and safe than before.

7.

WHAT’S THE SINGLE MOST IMPORTANT THING WE CAN TELL THEM? The On Cloud provides a specific combination of benefits in speed, comfort and safety that no other running shoe can provide.

8.

WHY SHOULD THEY BELIEVE IT? The On Cloud has been verified as the lightest running shoe on the market. It won The Runners Network’s (an association of American running media) Best Performance Shoe of 2014, the year of its launch. Runner’s World has also named other On running shoes as best in category in 2015 and ranks On as one of the 20 most important running shoes in the USA, Great Britain and Germany. An article from Wired magazine states that its author saw just as many On racing shoes as Nikes while observing the Kona Ironman Triathlon in the Fall of 2014.