| Title | SWEAT INCLUDED |
| Brand | URBANEARS |
| Product/Service | HEADPHONES |
| Category |
C05. Influencer Communication & Social Amplification |
|
Entrant
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PERFECT FOOLS Stockholm, SWEDEN
|
|
Idea Creation
|
PERFECT FOOLS Stockholm, SWEDEN
|
|
PR
|
PERFECT FOOLS Stockholm, SWEDEN
|
|
Production
|
MADE BY FOREST Los Angeles, USA
|
Credits
| Tony Högqvist |
Perfect Fools |
Creative Director |
| Klas Lusth |
Perfect Fools |
Creative Director |
| Anna Lindequist |
Perfect Fools |
Head of Production |
| Ann Ystén |
Perfect Fools |
Account Director |
| Amit Raab |
Perfect Fools |
Producer |
| Philip Arvidson |
Perfect Fools |
Art Director |
| Mattias Mattisson |
Perfect Fools |
Art Director |
| Alexander Radsby |
Perfect Fools |
Designer |
| Karl Nord |
Perfect Fools |
Motion Designer |
| Björn Wigenius |
Perfect Fools |
Copywriter |
| Melissa Nilsson |
Perfect Fools |
Designer |
| Gustav Dahlgren |
Freelancer |
PR coordinator |
| Made by Forest |
Made by Forest |
Film production company |
The Campaign
There are many sports headphones out there and to stand out it takes a lot. We put the spotlight on the one product benefit that stood out and that the competitors didn't focus on – it’s sweat resistance. And what’s fantastic about sweat is that something anyone working out can relate to regardless of their level of fitness.
We wanted to celebrate the Urbanears Active’s sweat-proofness, by creating the ‘Limited Sweat Edition’, a unique pair of headphones drenched in sweat during the workout of one of seven popular personalities, for one time only, sold to one lucky fan.
Execution
The new active range is washable and we highlighted this by selling Limited edition headphones, already sweated in by a host of talented and well known individuals.
We enlisted the help of 7 of these individuals from our target markets (US, UK, DE, FR, Nordics), to sweat in a pair of active headphones and post about it online, as well as giving us their sweaty pair of headphones to sell on an online popup store. On the store we released one of the 7 pairs of headphones every 4 days between the 25th of May - 17th of June. Also featuring visuals and info the individual's’ work out, the story behind the sweat.
To give more meat to the PR story, we added an ultimate sweat test for the headphones, for 3 of the individuals to sweat out in their pair, in the blistering heat of the Mojave desert.
We set out with the goal of raising awareness for the brand in emerging markets through earned media, and portraying the brand’s new dimensions in sports and fashion. We used an edgy concept to entice the media, along with highly visible talents in those markets and kept true to selling sweaty headphones on a real store.
All 7 limited edition headphones sold out within a week of their release.
Within less than 4 weeks, we got 440 million impressions or an equivalent of a media net 5.1 million USD. The campaign ROI was fantastic, for every dollar invested we got 18 dollars back in earned media. We attracted media in every target market (US, DE, FR, UK, Nordics) and outlet category (Fashion, Music, Sports)
The Situation
With a limited budget compared to giant players in the market like Nike and the goal of raising awareness in multiple target markets, we knew we could not compete on media buy. The success of our campaign depended on a concept, story and execution that would be picked up by media and so had to be enticing, real and new. Selling limited edition headphones with actual sweat of real individuals from different target audiences (music, sports, fashion), did exactly that. For every dollar invested in the campaign we received 18 dollars back in earned media.
The Strategy
In the US (one of our key markets) activewear grew with 7% compared to apparel which only grew with 1%. Our competitors focus on performance for athletes while our audience are also looking for fashion and function. We realized that if we are to convey our story of fun and function we had to connect the dots between athletes and our consumers, without talking about stats or performance but still be relevant.
We picked our influencers based on a variety of competence categories and regions, to reach target audience in US, UK, DE, FR and the Nordics and to come from the different fields that represented the cultural intersection of this new product, from run crew leaders to crowd-packing musicians and fashion models.