CONVERSE
“My beats are large, my feats are star, some called me Chuck Taylor”
DEFINING
OBJECTIVE: Develop a brand awareness campaign for Converse, which strengthens the brand’s connection to Rock.
TARGET: Carefully careless Young-Millennials who are the ultimate Rock fanatics.
CHALLENGE: Make Converse own the Rock Star experience, while relying on latest digital technology, but also reaching beyond the digital realm to be effective.
Why? Where? When? How? What? questions lead us to amazing INSIGHTS
CATEGORY INSIGHT: Shoes are the most important part of an outfit; consumers feel they define their identity and unique style.
BRAND INSIGTH: The wearer has always defined All-Stars, not the other way around. A pair of Converse is not defined when it comes out of the box; they are made and defined by the journey of the wearer.
TARGET INSIGHT: Young-Millnnial rockers dream about experiencing how it feels to be a true Rockstar.
CULTURAL INSIGHT: In a time where access to music is so easy thanks to streaming services, concerts and festivals provide attendees with a unique and fresh perspective to experience music.
CONCIVING
STRATEGIC PLATFORM:
All-Star POV Redefined
Challenging norms and pop culture, All-Star POV Redefined provides a fresh perspective on what defines a sneaker and the experience of Rock music, by turning the focus on how it feels to really Rock in life.
HERE WE GO
STRATEGIC SOLUTION: Provide young-Millennial rockers with a chance to experience first hand how it feels to be the Rockstar they love.
- Create an experiential activation at a concert/festival giving fans the chance to have a real life Rockstar experience.
- Produce POV content that expands the experience for fans that are not onsite.
- Build a platform that allows fans to compete for access to the experience, while empowering them to create and share their content.
PHASE 0: THE CONTEST
Launch a contest where the audience can participate for a chance to win VIP meet and greet backstage tickets for the next Foo Fighters concert in the city. In an all-new dedicated section within Converse’s website, contenders login to access an augmented reality Virtual Singing Booth, where they choose and sing along to one of three Foo Fighters’ songs (using the smartphone/computer camera and mic).
- Judged by Foo Fighters’ band members, the best singer for each song wins the tickets.
*The recorded video submission becomes both, sharable and downloadable content.
PHASE 1:Extraordinary Meet 'n Greet
Meet & Greet takes place before the show, followed by access to backstage. After the third song ends, a microphone will be handed to each of the winners and asked to go onstage and sing their winning song with the band.
– Backstage action will be broadcasted live and in 360 on social channels, Converse website as well as on stage screens.
PHASE 1:Extraordinary Meet 'n Greet
Meet & Greet takes place before the show, followed by access to backstage. After the third song ends, a microphone will be handed to each of the winners and asked to go onstage and sing their winning song with the band.
– Backstage action will be broadcasted live and in 360 on social channels, Converse website as well as on stage screens.
PHASE 2: IN THE SNEAKERS OF A ROCKSTAR
A live broadcast of the full concert takes place (web & social), but when fans go onstage to sing the song that took them there, they wear a special helmet hooked to 360 cameras, live streaming and recording all the experience in first person POV.
PHASE 3: THE ALL-STAR POV
Later, the content recorded on the show, becomes available to all fans as a full VR experience, where they can enjoy a unique perspective of the music they love. A fully immersed, first-person Rockstar perspective.
PHASE 4: ROCKSTAR REDEFINED TOUR
After the last song performed with the fan, Foo Fighters front man announces the Rockstar Redefined Tour. The content recorded during the concert, as well as contest submissions, is used to launch a communication campaign for the tour. To extend reach, the tour includes several of Converse endorsed artists, taking the Redefined Rrockstar experience to the world.