Objectives
- Drive awareness of the new Australian Converse website www.converse.net.au
- Use site membership mechanic for data capture and ongoing communication with target audience
Activity
- Walk your own walk: Created a competition to win one of 30 pairs of customized Converse at: www.converse.net.au
Communication
- Ambient media campaign in key cities with pole posters, flyers and A3 posters in cafés fashion outlets, records stores and bars
- PR campaign to street, fashion and youth media in Australia and New Zealand giving away additional pairs of Converse All Stars
- Guerrilla campaign with customized Converse displayed around key cities in high footfall places - graffitied and altered with web address on shoes
Results
- Unique and clever campaign stirred great interest from the public
- 50% uplift in monthly hits to the website by end of campaign period
- Very successful PR campaign with estimated 3.2 million impressions from print media alone
- Excellent coverage in mainstream media, popular street press and websites
- Thousands of new users joined the members list on the website and entered the online competition
- Campaign provided huge return on investment for Converse
