Tammy Isola - Mark Crockett - Rob Johnson

Transcription

1 Tammy Isola - Mark Crockett - Rob Johnson

2 Strategy Statement Advertising will persuade year-old male and females who enjoy urban life but have a great urge to break free from monotony, who desire freedom and unique expression, that the Hurley clothing brand is an expression of individuality of lifestyle and fashion. It will convince them that anyone who wears Hurley is not a stereotype such as, beach-bum or stick-pusher but instead they will be seen as unique, individual, fun loving and stylish. The elements of the creative will be simple and emotional. The ads will create desire and portray a message that is not exclusive but all-inclusive. Support will be made by showing brief insider glimpses of various people, from all walks of life, including their individual lifestyles and interests such as, surfing, skating and hanging out with friends. It will include short interviews of well-known skaters and surfers, but also ordinary city people who simply explain why they love Hurley clothing. Showing that anyone can wear Hurley clothing and that the opportunity to be individual is open to everyone. Tone will be modern, bright, fresh, colorful, and all about being unique with clips of talented individuals including, surfers, skaters and artists. Page 1

3 Big Idea To capture the lifestyle and unique character of Hurley consumers making the product both desirable and accepting in society. We want Hurley consumers to go against the grain and not be stereotyped. Hurley is such a wide-ranged brand that anyone can wear their clothes not just the skater, or the surfers, but anyone who likes comfortable, form-fitting clothes. It s about the style not the stereotype. Hurley wants anyone and everyone to buy their clothes and create awareness of individuality. The values of the creative will be simple and emotional. The ads will create desire and portray a message that is not exclusive but all-inclusive. Persuading not only the current consumers but also potential consumers within the target that Hurley clothes express an individuality of style, lifestyle, and expression. Page 2

4 New Slogan Live it Your Way This slogan is aimed to emphasize individuality, freedom of expression and invites its target to be unique. It s about people living their life the way they want to, not creating boundaries and set ways of living. Hurley consumers desire to be unique and crave the sensation of pushing the boundaries in an expression of freedom and creativity. We believe that this new slogan encompasses all of these attributes in one simple line. Page 3

5 Marcom Matrix Event Marketing Hurley has been a company that has put a lot of focus into event marketing. They have had much success and so we feel that we will continue on with their efforts. One of the most unique events that they put on is something called Walk the Walk. Walk the Walk is a fashion show competition between high schools. The students design the clothes and put together a five-minute runway show. The school that wins gets $20,000 to put towards their fashion, art, and music program. In addition to this we are going to sponsor several surf and skate competitions. The Bling Fest is a annual skate competition that we will continue to sponsor. This event brings in more and more viewers every year and increases the brand image as well as awareness. Rip my shred stick is a surf competition that we will sponsor that supports those surfers under 20 to compete for a grand prize of $20,000 and be crowned with the title winner. Finally we are going to sponsor several music events. We will sponsor tours and bands that we feel that the target market can relate to such as Snow Patrol and Jimmy Eat World. Our plan for this is to give those that we are targeting a chance to escape the harsh realities of society and to just rock out. It s our way of saying that we care. Page 4

6 Sales and Promotions For the sales and promotions we will also host several competitions where individuals can win loads of Hurley gear. One of these competitions known as Clip Your Style will give individuals the chance to win their dream vacation so that they can live it their way. They will submit videos of them living life their way. They will be judged and the top ten will be posted on our webpage as a podcast. Than it s up to the consumers to vote and choose the best video and the winner of the dream vacation. In addition to a dream vacation they will be given loads of Hurley wear, spending money and the all important hotel accommodations. Going along with our events that we will be sponsoring we will have free gear giveaways so that all may have the splendid opportunity to wear our most radical gear. Direct Marketing Through direct marketing Hurley will create more awareness. There will be a Hurley magazine which will have articles about surfing competitions, and skate parks. There will be profile articles about different bands, skaters, and surfers. Many advertisements will be included as well as upcoming events. Customers who give their address to the store will receive coupons for clothing and merchandise. There will also be a weekly newsletter sent out describing upcoming events such as concerts, surf competitions and community events. Page 5

7 We will have Hurley representatives go to skate parks and offer merchandise to the skaters. There will be photographers and journalists to take photos and do interviews for the Hurley magazine. Public Relations & Publicity Through the walk-the-walk campaign we will create awareness throughout high schools. We will ask students to design clothes for a fashion show. This occurs in Orange County with schools who have a fashion program. The schools compete and the winners receive $20,000. Through community events we will help fund and build skate parks for different areas throughout the United States. This promotes awareness for the Hurley Company and helps give back to the community and the consumers. Many concerts are sponsored by Hurley to create awareness and allow consumers to buy Hurley s merchandise. There are giveaways and the areas become aware of Hurley sponsoring different music groups. Advertising All the creative will have a unified look to help establish the brand and create instant recognition of the company reinforcing Hurley s image and values every impression. Page 6

8 Print: Prints ads will be one liner s with bright, bold, contrasting images that will portray lifestyles of those who wear Hurley. Showing pictures of people both famous and ordinary whose lifestyles range from within Hurley s target market. The only text on each ad will be Hurley, Live it Your Way. Outdoor: As most of the target resides within well established cities billboards will be placed in high-populated urban areas. The only text again on the ads will be, Hurley, Live it Your Way. As we believe that this short sentence will be most effective to stick in the minds of its receivers who are most probably rushing from A-B. TV: This will portray the exciting lifestyles of the Hurley target, including surfers, skaters and those who reside within the city. High saturated images and footage will be used with close-ups of people being interviewed and doing tricks, showing the lifestyle and clothing that Hurley represents. Radio: These ads will only be used for event marketing purposes. They will be announcer style ads that promote events such as concerts and competitions. Online: The keywords that will be used to attract people to the website will be surf, surfing, skate, skating, surf competition, skate competition, skate clothing, surf clothing and of course Hurley. The website will be saturated with media including pictures and videos that Page 7

9 show people s talents, lifestyles, characters and clothing style. It will also include competition information for various competitions and an e-commerce website to order the clothing directly online. New Media We are going to promote interaction with Hurley and its target with the use of podcasts and video competitions that will be submitted on the website and also on MySpace, YouTube. Viral s will be given to those who subscribe to the e-newsletter in hope that they forward the videos on to their friends who are not subscribers. The videos will be created by the target market who enter the competition showing surfers from all areas across the globe and their lifestyles. Prizes will be given to the video that has the most votes. Also sidewalk chalk artists will be able to show their work and designs on public streets with the opportunity to win Hurley prizes by taking pictures of their artwork that will include the Hurley logo and submit the picture online to the Hurley website. This will help get free advertising on public streets and also help viral advertising by people ing the pictures to friends. Car bumper stickers, license plate covers, pens and t-shirts will be given to all of the contestants. Page 8

10 Radio Ad - Hurley International - Concert Promotion TYPE: Pitch LENGTH: 0:30 December 12, 2007 ANNCR: SFX: ANNCR: SFX: ANNCR: Want to hear 8 straight hours of non-stop rock from all of your favorite bands? SHORT WELL KNOWN MUSIC CLIPS FROM ARTISTS SUCH AS JIMMY EAT WORLD AND SNOW PATROL. Come to Oakland on December 19th where Hurley International will provide you with music from Snow Patrol, Anberlin, Jimmy Eat World, Something Corporate, Death Cab for Cutie, Phantom Planet and more. Food, and prizes will also be provided. It will be an experience that you won t want to miss. PLAY EXERPTS OF SONGS THAT WILL BE FEATURED AT THE CONCERT ALONG WITH CROWD CHEERS Be sure to come to the concert December 19th in Oakland, California. You won t want to miss this! Call or go to to reserve your tickets! Page 9

11 Page 10 Print Ad - Hurley International - Lifestyle Rob TYPE: One liner SIZE: Full Page/Full Color

12 TV Ad - Hurley International - Surreal TYPE: Slice of life Length: Hurley VIDEO: MCU GUY LEAVES HIS APARTMENT, PUTTING ON HIS HEADPHONES. Audio: SFX: CITY NOISES, TRANSIT, CONSTRUCTION. MUSIC: WHEN HE PUTS HIS HEADPHONES ON, THE SONG SWOLLEN SUMMER BY THE BRAVERY STARTS PLAYING. DROWNING OUT THE NOISE OF THE CITY. Video: MCU GUY WALKS DOWN THE STREET AND BUMPS INTO A GUY WEARING A HURLEY T-SHIRT. Audio: MUSIC CONTINUES. Page 11

13 3 4 Hurley Hurley Hurley Video: SUDDENLY THE GUY HAS A VISION OF HIMELF SKATEBOARDING. Audio: MUSIC: MUSIC CONTINUES AND THE VOLUME IS RAISED. SKATE SOUNDS AND EXCITEMENT CAN BE HEARD. Video: MCU VISION STOPS AND GUY WALKS PAST A SKATE SHOP WITH HURLEY CLOTHING IN THE WINDOW. Audio: MUSIC CONTINUES AND VOLUME IS LOWERED. Page 12

14 5 6 Hurley Video: SUDDENLY THE GUY HAS A VISION OF HIMSELF ROCKING-OUT ON STAGE AT A CONCERT. Audio: THE MUSIC CONTINUES AND THE VOLUME IS RAISED. THE MUSIC IS IN SYNC WITH HIS MOVEMENT. Video: MCU VISION STOPS AND GUY GETS ON A CROWDED BUS AND AGIRL SITS NEXT TO HIM WEARING HURLEY CLOTHING. Audio: MUSIC CONTINUES AND THE VOLUME IS LOWERED. Page 13

15 7 8 Video: SUDDENLY THE GUY HAS A VISION OF THE GIRL AND HIMSELF AT THE BEACH SURFING. Audio: THE MUSIC CONTINUES AND VOLUME IS RAISED. CRASHING WAVES AND LAUGHTER IS HEARD ALSO. Video: MCU GUY GETS OFF THE BUS. Audio: THE MUSIC CONTINUES AND THE VOLUME IS RAISED. Page 14

16 9 Hurley, Live it Your Way. Video: FS ON THE SIDE OF THE BUS IS A TRANSIT AD THAT SHOWS THE HURLEY LOGO WITH THE SLOGAN, LIVE IT YOUR WAY. Audio: MUSIC CONTINUES AND THE VOLUME IS RAISED VO: Hurley, live it your way. The End Page 15