3. BRIEF
Opportunity:
Women who stay fit and take care of themselves lose motivation during autumn. This
means there is a seasonal behavioural shift that can be targeted to increase product
consumption through encouraged running activity.
4. BRIEF
Opportunity:
Women who stay fit and take care of themselves lose motivation during autumn. This
means there is a seasonal behavioural shift that can be targeted to increase product
consumption through encouraged running activity.
5. BRIEF
Opportunity:
Women who stay fit and take care of themselves lose motivation during autumn. This
means there is a seasonal behavioural shift that can be targeted to increase product
consumption through encouraged running activity.
Target Audience:
Urban women aged between 18-39 who already are focussed on fitness who:
‣ run both indoors and outdoors, dependant on various factors such as season, gym
access etc.
‣ have seasonal fitness goals rather than all-year goals.
‣ are active on Facebook and high consumers of online and mobile.
6. BRIEF
Opportunity:
Women who stay fit and take care of themselves lose motivation during autumn. This
means there is a seasonal behavioural shift that can be targeted to increase product
consumption through encouraged running activity.
Target Audience:
Urban women aged between 18-39 who already are focussed on fitness who:
‣ run both indoors and outdoors, dependant on various factors such as season, gym
access etc.
‣ have seasonal fitness goals rather than all-year goals.
‣ are active on Facebook and high consumers of online and mobile.
7. BRIEF
Opportunity:
Women who stay fit and take care of themselves lose motivation during autumn. This
means there is a seasonal behavioural shift that can be targeted to increase product
consumption through encouraged running activity.
Target Audience:
Urban women aged between 18-39 who already are focussed on fitness who:
‣ run both indoors and outdoors, dependant on various factors such as season, gym
access etc.
‣ have seasonal fitness goals rather than all-year goals.
‣ are active on Facebook and high consumers of online and mobile.
Objectives:
1. Reach as many women as possible and:
‣ instill associations of ‘cool’
‣ create online discussion
‣ introduce relevant Stadium products
8. BRIEF
Opportunity:
Women who stay fit and take care of themselves lose motivation during autumn. This
means there is a seasonal behavioural shift that can be targeted to increase product
consumption through encouraged running activity.
Target Audience:
Urban women aged between 18-39 who already are focussed on fitness who:
‣ run both indoors and outdoors, dependant on various factors such as season, gym
access etc.
‣ have seasonal fitness goals rather than all-year goals.
‣ are active on Facebook and high consumers of online and mobile.
Objectives:
1. Reach as many women as possible and:
‣ instill associations of ‘cool’
‣ create online discussion
‣ introduce relevant Stadium products
9. BRIEF
Opportunity:
Women who stay fit and take care of themselves lose motivation during autumn. This
means there is a seasonal behavioural shift that can be targeted to increase product
consumption through encouraged running activity.
Target Audience:
Urban women aged between 18-39 who already are focussed on fitness who:
‣ run both indoors and outdoors, dependant on various factors such as season, gym
access etc.
‣ have seasonal fitness goals rather than all-year goals.
‣ are active on Facebook and high consumers of online and mobile.
Objectives:
1. Reach as many women as possible and: 2. Change behaviour so to increase:
‣ instill associations of ‘cool’ ‣ training in autumn/winter
‣ create online discussion ‣ purchase of running wear
‣ introduce relevant Stadium products ‣ interest in technological accessories
11. CREATIVE STRATEGY
Consumer Insight:
I lose motivation to keeping
running during autumn and need
support and encouragement to
keep going.
12. CREATIVE STRATEGY
Consumer Insight:
I lose motivation to keeping
running during autumn and need
support and encouragement to
+
keep going.
13. CREATIVE STRATEGY
Consumer Insight: Brand Insight:
I lose motivation to keeping
running during autumn and need
support and encouragement to
+ Stadium has the advice and products
to help you reach your goals.
keep going.
14. CREATIVE STRATEGY
Consumer Insight: Brand Insight:
I lose motivation to keeping
running during autumn and need
support and encouragement to
+ Stadium has the advice and products
to help you reach your goals.
keep going.
=
15. CREATIVE STRATEGY
Consumer Insight: Brand Insight:
I lose motivation to keeping
running during autumn and need
support and encouragement to
+ Stadium has the advice and products
to help you reach your goals.
keep going.
=
Creative Territory
Urban + Gritty + Hi-tech = The Running Man (film)
Aspirational + Social + Life changing = Join The Movement (tagline)
16. CREATIVE STRATEGY
Consumer Insight: Brand Insight:
I lose motivation to keeping
running during autumn and need
support and encouragement to
+ Stadium has the advice and products
to help you reach your goals.
keep going.
Proposition:
= The Running Woman
should have no excuses.
Creative Territory
Urban + Gritty + Hi-tech = The Running Man (film)
Aspirational + Social + Life changing = Join The Movement (tagline)
20. CAMPAIGN CONCEPT
FORGET THE EXCUSES,
JOIN THE MOVEMENT
A year-round running community that leverages womens’ existing
social networks to encourage and reward their personal campaign
for fitness.
21. CAMPAIGN CONCEPT
FORGET THE EXCUSES,
JOIN THE MOVEMENT
A year-round running community that leverages womens’ existing
social networks to encourage and reward their personal campaign
for fitness.
Using a digital platform optimised for both desktop and mobile, runners can socialise
their activities, be encouraged to overcome excuses and be provided products that
assist them in facing challenges.
22. HOW IT WORKS
FORGET THE EXCUSES,
JOIN THE MOVEMENT
23. HOW IT WORKS
FORGET THE EXCUSES,
JOIN THE MOVEMENT
IN-STORE
TV
PRINT
SEM
BANNERS
24. HOW IT WORKS
FORGET THE EXCUSES,
JOIN THE MOVEMENT
IN-STORE
TV
PRINT
SEM
BANNERS
25. HOW IT WORKS
FORGET THE EXCUSES,
JOIN THE MOVEMENT
MOBILE/DESKTOP
Forget The Excuses
Join the movement
IN-STORE Your 1h20
Weather
Last 4km Today
Run 3/3/10 10 c
TV
Go Running
Your Run Log
PRINT
Find an excuse for today
SEM Your Rewards
Shout out for a running partner
BANNERS
Find a race near you
Get new Spotify music
Run into a store
26. HOW IT WORKS
FORGET THE EXCUSES,
JOIN THE MOVEMENT
MOBILE/DESKTOP
Forget The Excuses
Join the movement
IN-STORE Your 1h20
Weather
Last 4km Today
Run 3/3/10 10 c
TV
Go Running
Your Run Log
PRINT
Find an excuse for today
SEM Your Rewards
Shout out for a running partner
BANNERS
Find a race near you
Get new Spotify music
Run into a store
27. HOW IT WORKS
FORGET THE EXCUSES,
JOIN THE MOVEMENT
MOBILE/DESKTOP FACEBOOK
Forget The Excuses Run Status Update
Just ran 10km in 1h. Woo Hoo!
Join the movement Join The Movement
IN-STORE Your 1h20
Weather
Last 4km Today
Run 3/3/10 10 c Excuse Status Update
TV Can’t be bothered going for a run,
Go Running watching CSI instead. Spur on Celeste with a comment
Join The Movement
Your Run Log
PRINT
Find an excuse for today Progress Status Update
SEM Your Rewards
Ran for the 3rd time this week. Here
is a log of all my runs...
Join The Movement
Shout out for a running partner
BANNERS Shout Out Status Update
Find a race near you to join me?
Going for a run tonight. Anyone want
Join The Movement
Get new Spotify music
Run into a store
ClickThru to your Run Log
28. HOW IT WORKS
FORGET THE EXCUSES,
JOIN THE MOVEMENT
MOBILE/DESKTOP FACEBOOK
Forget The Excuses Run Status Update
Just ran 10km in 1h. Woo Hoo!
Join the movement Join The Movement
IN-STORE Your 1h20
Weather
Last 4km Today
Run 3/3/10 10 c Excuse Status Update
TV Can’t be bothered going for a run,
Go Running watching CSI instead. Spur on Celeste with a comment
Join The Movement
Your Run Log
PRINT
Find an excuse for today Progress Status Update
SEM Your Rewards
Ran for the 3rd time this week. Here
is a log of all my runs...
Join The Movement
Shout out for a running partner
BANNERS Shout Out Status Update
Find a race near you to join me?
Going for a run tonight. Anyone want
Join The Movement
Get new Spotify music
Run into a store
ClickThru to your Run Log
30. INTERLINKED MEDIA
SALES PROMOTION:
‣ Relevant products presented for excuses with discounts as rewards.
‣ Excuse: It’s too cold outside = Offer: 20% off COLDG BLITZ MOCK top.
‣ Relevant products to reward progress:
‣ Congratulations on running 15 times this month, come in store and receive this
offer.
‣ You’ve run 200km, so come in and get new runners at 50% off.
31. INTERLINKED MEDIA
SALES PROMOTION:
‣ Relevant products presented for excuses with discounts as rewards.
‣ Excuse: It’s too cold outside = Offer: 20% off COLDG BLITZ MOCK top.
‣ Relevant products to reward progress:
‣ Congratulations on running 15 times this month, come in store and receive this
offer.
‣ You’ve run 200km, so come in and get new runners at 50% off.
IN-STORE:
‣ Wall display presenting the week’s most popular excuses.
‣ Products presented as solutions to common excuses.
‣ Redemption of rewards (special offers) through mobile coupons.
32. CAMPAIGN MECHANICS
1. REACH 2. ENCOURAGE & 3. ADVOCACY 4. RETAIN
TASK DRIVE VALUE
Spread the word about
Reach and educate A personal running site your own activity to
prospects via campaign connected to your wider Facebook and thus Create motivating reasons
HOW media buy & in-store to
establish the proposition,
network (Facebook) that
forbids excuses and
indirectly advocate Stadium
brand and attribute
to continually interact with
your personal running page.
‘Forget the excuses’ rewards effort. associations relevant to
your peer group.
MEDIA FEATURES POST TO FACEBOOK COMMITMENT:
‣ TV Media Buy ‣ Run Log: Past runs, ‣ Completed Run posted ‣ Once they start using
‣ Print Media Buy time, distance, etc. to Facebook. the log they will be
‣ Digital Media Buy ‣ Run Tracker- GPS and ‣ Chosen excuse posted committed to
‣ eDM Blast manual to Facebook asking advancing personal
‣ In-store ‣ Find a running partner friends to encourage progress.
‣ SEM ‣ Spotify list you.
‣ Campaign Site ‣ Find a running partner: REWARDS:
NO EXCUSES Shout out to get friends ‣ Runs are rewarded with
KEY MESSAGE ‣ Today’s local weather to go for a run later. special offers
WHAT ‣ There is no excuse, just
run and join the
and solutions to the
excuse. FACEBOOK LINKS TO:
movement. ‣ List of other excuses ‣ Link to your run log
‣ Highlight common playing on both the fun where all running
excuses - hero elements and serious activity is listed
products from Stadium reasons. including past excuses.
‣ Product offers link to ‣ CTA is to join the
CALL-TO-ACTION specific excuses movement themselves.
‣ Campaign site
optimised for both
desktop & mobile.
‣ Media Reporting ‣ On-site traffic ‣ Quantity of posts to
‣ In-store Traffic ‣ Returning visitor and
METRICS Exposure
‣ Take-up of sales
promotions ‣
Facebook
Incoming traffic from
‣
site traffic trends
Take-up of rewards
‣ On-site traffic Facebook
Cement brand Maintain interest &
Create widespread associations and create Increase campaign reach. relevance through
awareness for campaign an opportunity to Encourage conversations seasonal and lifestyle
OUTCOME message and online introduce highly relevant
product offers.
about running. Create an changes.
Stimulate need and
community. inbound traffic driver.
Motivate a change in educate target on hi-tech
running behaviour. and other products.
