Dr Martens: DM50 (movie) by Exposure for Dr Martens

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Dr Martens: DM50 (movie)

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Industry Shoes, Household maintenance & pet products
Media Promo & PR
Market United Kingdom
Agency Exposure
Executive Creative Director Mark Blenkinsop
Creative Director Tom Philips
Art Director Brian Thomas
Released June 2011

Awards

Cannes Lions 2011
PR Lions Best Use of Media Relations Bronze
PR Lions Consumer Goods, including FMCG and Household Products Bronze

Credits & Description

Type of Entry: Sectors & Services
Category: Consumer Goods, including FMCG and Household Products
Advertiser/Client: DR MARTENS
Product/Service: BOOTS
Entrant Company: EXPOSURE London, UNITED KINGDOM
PR/Advertising Agency: EXPOSURE London, UNITED KINGDOM

CEO: Raoul Shah (exposure)
Executive Creative Director: Mark Blenkinsop (exposure)
Executive Communications Director: Heather Ogie (exposure)
Creative Director: Tom Philips (exposure)
Fashion Director: Carla Gordon (exposure)
Group Account Director: Thomas Renaud (exposure)
Art Director: Brian Thomas (exposure)
Senior Account Manager: Lucie Kershaw (exposure)
Senior Account Manager: Carrie Schupper (exposure)
Senior Account Manager: Leslie Bishop (exposure)
Account Manager: Sophie Hadded (exposure)
Senior Account Executive: Gin Trewhella (exposure)
Account Executive: Zarah Leaman (exposure)

Describe the campaign/entry:
Dr. Martens 50th anniversary posed a unique challenge. As a brand, which defines individuality and non-conformism, the challenge was to celebrate this significant birthday in a credible, relevant and creative manner, using a strategy which felt very real and natural for the brand. By mixing original creative content with access and advocacy, and driving traditional and non-traditional media channels, exposure was able to reinforce Dr. Martens position in the market and herald its connection with music and youth. The global campaign was rooted in music and subcultures, synonymous with rebellion, which reinvigorated core consumers, challenged current perceptions about the brand and the product, and ensured relevancy to new advocates of Dr. Martens. By harnessing the creativity and originality of new talent and letting them re-interpret cult classics in their own way, we accessed a unique and powerful network, effectively spreading the word before the tracks were actually recorded. The interaction with influencers and bloggers provided content, beyond a ‘fashion’ sensibility, where Dr. Martens could drive reappraisal and, at the same time, drive a credible music association. The videos and still-life photography communicated these iconic music partners as advocates of the brand via the talent wearing the new Dr. Martens collection.
Describe the brief from the client:
In a crowded media landscape, we created and executed a powerful campaign to cut through all outlets to deliver recognition for the brand and upweight its sales and hits for the website. By leveraging Dr. Martens heritage in music, we were able to recruit the next generation of brand advocates whilst paying respect to the existing fan base. At the same time, we segmented media with appropriate messaging to ensure a positive and headline driving take on the whole campaign.
Results:
47% of UK adults were hit with the key messages (source Metrica)

Over 320 branded pieces of coverage were delivered, 72% positive. These included DPS features in The Independent, The Observer Magazine, Clash, Notion, Financial Times, New York Times, New York Magazine and Interview

Total opportunities to see 180,000,00

AVE £1.9million +

Influencer dinners attended by 12 people in the US and 16 in the UK. Bloggers breakfast attended by 21 and the preview screenings by 40 people – media, opinion formers & influencers

1.6 million hits to the website with 76,779 downloads of tracks

840,000 views on YouTube

300 pairs of 1460s sold out in 2 hours, after customers started queuing at 7am

Sales grew by 30% globally
Execution:
- Hosted advocacy building dinners (London, New York). Guests, including cultural commentators, media and VIPs, ignited debate and unique ‘first edit’ content previews.
- Fashion bloggers visited Dr. Martens factory, Northampton. Each was provided with rich campaign content to create their own personal 50th anniversary stories, drive comment and observation.
- Exclusive premier screenings of tracks and videos for media and key stakeholders
- Talent interviews and behind-the-scenes access at recording sessions and video shoots drove exclusive media.
- Retail theatre of limited edition 1460 boot sold for £14.60, created queues around the block in Covent Garden
- Customized windows in New York’s Opening Ceremony added noise and hype to retail
- Product placement of key celebrities brought to life ambassador programme
- Press reception at British Embassy (Tokyo), hosted by members of Funck and Martens families (DMs founders) and Griggs’ family (Manufacturers). Followed by music event (feat. DJ Don Letts) for media, retailers, influencers and celebrity guests.
The Situation:
Dr. Martens has the rare privilege of being a brand self selected by numerous musicians throughout the last five decades. The challenge was to build on this privilege (historically never marketed) in an individual and creative positioning, utilizing a variety of PR channels. By delivering credible content, in a genuine partnership with the brand and its products, it allowed the cultural connection between Dr. Martens and music to continue to be believable and authentic.
The Strategy:
We commissioned ten contemporary musicians, from a variety of genres of music around the world, to reinterpret ten cult classic tracks from Dr. Martens’ 50-year history. Influential film directors from diverse backgrounds were recruited to transform the tracks into videos and the result was a body of work that illustrated the link to youth culture, whilst celebrating Dr. Martens’ heritage and showcasing the range of new product styles. This content was supported by an intimate documentary capturing the artists throughout the process, and a series of engaging media and communication tools, delivered pre and post campaign coverage. A combination of all these assets allowed us to drive innovative and culturally focused partnerships to bring to life the anniversary messaging and an enlistment campaign to drive website hits and sales.