Arena 2013 Digital Campaign_Taiwan

Arena 2013 Digital Campaign_Taiwan

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  Arena 2013 A/W Digital Communication Campaign in Taiwan
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  Arena Taiwan isone of my client in Ogilvy RedWorks. As Arena would like to develop a marketing campaign in Q4 2013 to not only enhance its brand image but also stretch out to different consumer groups other than swim athletes. Therefore, me and other team members including account manager, web designers, digital engineers, video and event producer worked together to launch this campaign. Started from indentifying what's the brand image of Arena, who are our target communication audiences, and how to efficiently communicate with them, we suggested a Facebook app where people can upload their swimwear shots and share to their own networks to get highest vote. The top candidates from web vote enter final round to show themselves on Arena's Next Super Star Runway Show and win prize. People who vote for the candidates can also win online lottery. We also find a brand celebrity, Hero Tai, to enhance campaign exposure and reinforce consumers' participation. Summary
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  Brand Introduction Arena isa brand of competitive swimwear created in 1973 at Adidas AG Herzogenaurach, Bavaria, Germany, by its former president Horst Dassler. Sold by Adidas in 1990, the brand now represents two unrelated product lines. With its headquarters in Tolentino, Italy, the Arena brand has a presence in 103 countries around the globe. With direct representation through wholly owned subsidiaries in Italy, France, Germany, and the USA, the group also employs a network of qualified business partners in 86 countries, while the Japan-based Descente Group owns and manages the brand in 11 countries of the Far East. About Arena Taiwan Arena Taiwan, Co. is the only brand agent of arena in Taiwan for more than 4 years. The company has 8 direct selling stores, 21 authorized sellers and 3 online stores (based on different shopping website).
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  According to theclient, arena Taiwan, the current brand position of arena in local market is more prefesional-oriented. If arena is a person, most people will think of a male who is a very brave and straitforward swim athlete, but is also quite distant because he might be a tall, strong white male instead of an Asian. How does Arena Look Like? Swimmer Straitforward High-end Speedy Sporty Non- Asian Healthy & Muscular
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  Marketing Objective Maintaining arena‘s professionalbrand image. Arena has been regarded as a too-profesional brand for Taiwanese consumers. The brand's image is fixed as atheletic, high-end and foreign imported, but such image also makes consumers feel arena is very distant from their daily life and less afforable, even the product's quality matches properly with it's price. In other words, most consumers are less willing to consider arena as their swim wear option. Therefore, to alter this situation, the objective is to not only maintaining arena’s brand image of professional swim wear, but also approach to general consumers’ needs and preferences. Reposition Approaching to the local Taiwanese needs & wants.
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  Who are ourtarget consumers? There are basically two types consumer to consider: the one to retain for keeping their brand loyalty, and the one who we need to develop as they have great potential. This campaign aims to reposition arena from distant professional brand into a brand which general consumers will also come to their mind when they wan to seek others’ recognition by having professional swim suits. Target Consumers Amateurs Trainers Health Pursuers Work outs/body shaping Athletes Occasional Swimmers Water entertainment Other water sports fans Other non-water exercisers Potential exercisers Consumers to Develop For those who are heath pursuers or occasional swimmers. Their habits are as follow: -Purchase place: Sports goods stores or swimming goods stores. -Buy all their needs at once. -Purchase frequency is usually 1-2 year. -Demand for high quality as well as stylish product. Consumers to Retain Professional consumers such as atheles or amateurs, trainers, usually will follow their coachs’ or peers advices to purchase goods based on their professional needs.
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  Consumers B Fancy Youngster Family Thefocus of buying swim wear will be convenience and style, functional characteristics (e.g. textile, cutting...etc.) will be a plus which can highlight their taste, but not for professhional purpose. Consumer A Professional Require professional swim wear for functional purpose (e.g. racing, duribility for day-to-day usage) "Swimming has become an important part of my life. Therefore, my standard of gears and suits is very high." "I believe that price reflects the quality." "Aside from brand professionality , a different swim suit design also creates more fun for swimming as swim athletes are usually alone. With other interesting factors, swimming become more fun." "I love to show off my body!" "Swimming pool is where I can be super star and spotlight among all people." "Swim suit is definitely the main focus so it must be very eye-catching." "A professinal brand logo like Nike or Adidias that can be recognized is plus to demonstrate my taste!" "To make the family relationship closer, we will go out for water leisure and swimming." "It will be more convenient to get all the suits at once with efficient costs." "Professional brand is the best as it guarantees good quality. However, price is indeed a factor to considerate while purchasing." Fancy Youngster Professional Family
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  There are primarily3 types of consumers we want to focus, professhional, fancy youngster and family. The second and third type are regarded as the major consumers we want to develop in this campaign. Based on the discussion with 3 types of consumers from FGD research, the chart indicates that for all 3 types consumers, brand and convenience of purchasing swim wear are the 2 main factors when considering swim wear. Target Consumers 2. Fancy Youngster 1. Professional 3. Family Brand Style Style Style Price Price PriceBrand Brand Convenience Convenience Convenience + Importance -
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  Fancy Youngster Brand isthe label to get extra recognition from peers and friends. Style is their major concerns, while brand just the reflection of their high- end tastes.Therefore, not only will they visit sports brands such as Nike or Adidas, swim suits from well-known leisure brands (e.g. Roxy) or stylish underwear labels (e.g. Victoria Secret, ) are also their consideration. Consumer Insight & Behavior Professional Brand is the unchallengeable faith. Price is usually not their main consideration. To them, brand equals quality and provide them confidence when racing or practicing. It's their faith that wearing swim wear from iconic brand can bring them success and victory. Department stores or authentic sports goods shops become the only purchasing tunnel. Family Brand is the guarantee of product quality. Family groups tends to buy all members' gears and swim suits at once to save shopping time and money. Price is their major concern while purchasing, but if expensive products with supreme duribility that can be used for long period and it's also convenience to buy, they can be willing to "invest" these high-end swim wears.
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  We found thatfor both fancy youngster and family, 2 major consumer types we want to communicate in this campaign, brand and purchasing convenience determine their consideration. As for Arena, we want to alter the too-professinal brand image but at the same time we want to emphasize that we can provide convenient shopping method from direct selling stores as well as online shopping sites. Therefore, integrating the ideas above, the communication concept will be Zero Distance with Arena. Communication Concept Brand Convenience Zero Distance with Arena "Professional, high-end swim wear brand is not only a quality guarantee, but also a fashion icon. It means that I have good taste and also possess high ecomic status to afford it." "Moreover, direct selling stores and online shops is the very place where it's not only convenient for one-stop-shopping, but also able to satisfy my needs for brand and quality."
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  Campaign: Arena's NextSuper Star Social Media -Facebook voting app (First round) -Youtube video Retail -Point-of-sale advertising -Sales promotion/ Discount Event -Talent runway show (Final round- Candidates elected from FB voting app) Brand Celebrity Use social media, Facebook app, as the voting platfrom for Arena's Next Super Star compeition to reach our target consumers. Using social media exposure as the inducement to call for more consumer to participate the competition and vote for their ideal candidates. Facebook App Recruit people to upload their photo in Arena swimwear. Video and POSM of celebrity, store promotion enhance consumer's attention of the campaign. Social Meida StrategyCampaign Strategy
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  Campagin Phase Awareness Promote Facebookvoting event Action Upload for the competition Interest Raise people's interest about the voting event Phase I Phase II Phase III MISSION Social media -Use brand celebrity to attract people’s attention and raise public’s interests -Call consumers to upload their photos to participate the competition. Preparation for runway show -Calculate the FB vote and the candidates for final round, Arena's Next Super Star Runway Show. -Announcing final contest participants. Runway show & Store event -Enhance media exposure via inviting journalists from newspaper and online news. -Brand celebrity as judge to reinforce news coverage -Brand celebrity as deputy manager at Arena's direct selling store to enhance sales volume. APPROACH FB ad FB page Youtube video BTL advertising PR FB ad FB page Store promotion
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  Facebook App Mechanism Brandcelebrity Call for Action Register & Upload Share Voting Celebrity: Use series of celebrity's image in the Facebook app interface to enhance people's impression of the event. Place celebrity's call-for- action video at the front page of Facebook app to clearly explain the competition and vote, attracting more people to vote or upload their photos. Registration: Connected with Facebook account. If the participant doesn't have FB account, registered with ame、email、 contact phone and address. Upload: Participants upload their swim suit photo and fill in the register form to describe the idea of photo and why they love Arena. After finishing the registration form, participants submit the form to complete register process. Share: Participants (whether upload photo or just vote) can share the photos to their own FB wall to win the chance to get special arena prize lottery. Voting: After the Facebook app voting, the first place of Creative Group can attend runway show and receive award. As for Model Group, the top 10 can enter fnal round on runway show . Judges and celebrity will score the candidates according to their figure/Posture and their reason of why they love Arena. The top 3 candidates can get special prizes.
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  HeroTai ( 戴祖雄) Height: 181cm Weight: 70kg Mister International Malaysia 2006 TV Host of <Iwalker Hero> Travel Show (Taiwan) TVC/ Drama/ Movie Actor Hero Tai has been a model for 5 years and also experiencing hundreds of advertising shooting. Therefore he is given a title of "The Prince of Advertisement in Malaysia". At the same time, since his involvement in this advertisement field, he has great exposure which kept him in a high-profile state. He was nominated as "Mr. Malaysia" 2006 and represented Malaysia in participating "International Man of the Year" competition. In 2011, he started to involve in movies industry and starring in four TV series, namely "Destiny in her hand", "Forget Me Not", "The Dark Sunset" and "The Quarters" as well as two movies, "The Viral Factor" and "Tears of the Mom". Currently, he is expected to become a host for TV shows and become an all rounded celebrity.  Academically, Hero Tai is also a certified Sports Nutritionist of IFA (International Fitness Association) and minored in the subject of Applied Psychology. While involving in entertainment business, he is still actively pursue in his professional education. Brand Celebrity
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  Campaign Key Visual
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  United Daily NewsETtoday News Now News More than 300 people uploaded their photos and 20,000 people participated the Facebook voting. Resulting the growing fans amount of Arena Facebook page, online news coverage as well as high sharing rate on Facebook and Instagram. Media Coverage - Online News
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  Media Coverage -Social Media
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  Media Coverage -Social Media Social media coverage inclusing Facebook page (Hero Tai, Arena Taiwan), Instagram, Sina Webo.
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  T h an k You