K-Swiss Promo, Case study TUBES INTEGRATED CAMPAIGN by 72andSunny Los Angeles, Cayray Group

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TUBES INTEGRATED CAMPAIGN

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market United States
Agency 72andSunny Los Angeles
Director Jody Hill
Executive Creative Director Glenn Cole
Creative Director Matt Murphy
Designer Jeff Beberman
Photographer Mike Piscitelli
Editor Graham Turner
Agency Cayray Group
Released August 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: K-SWISS
Product/Service: SPORTS FOOTWEAR
Agency: 72ANDSUNNY
Agency: CAYRAY GROUP
Date of First Appearance: Aug 1 2010
Entrant Company: 72ANDSUNNY, Los Angeles, USA
Entry URL: http://www.72andsunny.com/awards/11/cannes/kswiss_kpowers_tubes/
Executive Creative Director: Glenn Cole (72andSunny)
Creative Director: Matt Murphy (72andSunny)
Director of Brand Development: Alex Schneider (72andSunny)
Writer: Matt Heath (72andSunny)
Designer: Jeff Beberman (72andSunny)
Brand Manager: Thomas Martin (72andSunny)
Brand Coordinator: Matt Munoz (72andSunny)
Director of Strategy: Kelly Schoeffel (72andSunny)
Print Producer: Sara Southworth (72andSunny)
Art Producer: Rob Beckon (72andSunny)
Sr. Film Producer: Angelo Ferrugia (72andSunny)
Film Producer: Kari Salrin (72andSunny)
Director of Interactive Production: Rebekah Jefferis (72andSunny)
Interactive Producer: Nyaze Vincent (72andSunny)
Interactive Developer: Ryan Elston (72andSunny)
Director of Business Affairs: Jessica Reznick (72andSunny)
Executive Producer: Michael Sagol (Caviar Films)
Director: Jody Hill (Caviar Films)
Editor: Graham Turner (Final Cut Edit)
Photographer: Mike Piscitelli (Radical Media)
Media placement: Print - ESPN Magazine Cover Takeover // Multiple ESPN Magazine Full Page Insertions // S - 1 August 2010
Media placement: Online Film- 7 Films - FOD Viral Video (Kenny Powers Gets Signed By K-Swiss) - 2 August 2010
Media placement: Digital - K-Swiss Tubes Microsite // “Workout Wingman” Facebook App - 2 August 2010
Media placement: OOH - Venice Beach & NY Times Square Billboards / NY Subway Cards / LA Wildpostings / - 3 August 2010
Media placement: TV- 9 Spots - ESPN, MTV, Fox Sports, Comedy Central, Versus - 5 August 2010
Media placement: Mobile - “Muscle Machine” IPhone App - 12 December 2010

Insights, Strategy & the Idea
K-Swiss sought to re-invigorate their brand by introducing a new training shoe (Tubes) and by getting K-Swiss back into the sports culture conversation. The audience was sport-minded guys in the US who shop at the mall and who have little relationship with K-Swiss. To compound the problem, the category is crowded with outlandish technologies and campaigns from big brands like Nike, Reebok, and Adidas who spend huge dollars to stand out and endorse the best athletes in the world.

K-Swiss couldn’t stand out playing by typical sports marketing rules.

So we signed fictional sports anti-hero Kenny Powers. Kenny gave K-Swiss an unfiltered, controversial voice that could grab the attention of young influential guys while endorsing Tubes, a very simple and intuitive technology that sort of look like Kenny invented them.

Creative Execution
We seeded the idea through broad sports press (USA Today, Sports Illustrated) and a partnership with funnyordie.com through which we showed Kenny getting signed by the president of K-Swiss.

Hardcore fans of Kenny Powers created a groundswell through social media which was followed by a paid media campaign featuring TV spots, OOH spectaculars, print, wild postings and subway cards.

Once your interest was piqued you were rewarded online at K-Swiss' Facebook page, which invited you to download the “Workout Wingman.” An application that enabled Kenny Powers to take over your Facebook page. Also, housed on Facebook was an interactive film highlighting product benefits hosted by Kenny Powers as well as content films from the campaign. The campaign was rounded off with a digital buy partnering with ESPN, which included a homepage takeover where Kenny interacted (doing training exercises) with the real estate on site.

Results and Effectiveness
The campaign resulted in significant shifts for both the company and consumer engagement with the brand:

- 250% increase in online sales.
- Domestic futures up 50%.
- 1 million earned media views on FunnyorDie.
- 900% increase in Facebook fans; 1200% increase in engagement.
- “Shoe brand with the biggest buzz” in Footwear News, above Nike.