Top Banner
H&M - APSOTW submission Nik Poon
22
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: Nik poon   apsotw submission

H&M - APSOTW submission

Nik Poon

Page 2: Nik poon   apsotw submission

The RFP...what does it mean?

Page 3: Nik poon   apsotw submission

The core objective:

inspire youth around the world with a new product line that effortlessly bridges street style, catwalk fashion & sports performance;

and associate H&M with being the pioneering brand that feels most fitting for this movement.

Page 4: Nik poon   apsotw submission

Who’s the audience?

Page 5: Nik poon   apsotw submission

style-conscious, bold, opinionated 18-24 olds who are popular within their social circles — and their

counterparts who want to be more like them.

they tend to be more inspired by the arts (fashion, music, art, film) — but can also be interested in

streetwear and cheer for a favourite basketball team

Page 6: Nik poon   apsotw submission

Insights

Page 7: Nik poon   apsotw submission

Common & important traits shared between basketball and fashion:

agilityelegance

poisestyle

presence

Page 8: Nik poon   apsotw submission

Many 18-24 year olds are trying to find out who they are and feel a strong need for self-expression.

A bold or ‘quirky’ fashion sense is a commonly used outlet to express themselves.

In recent years, social networks with a strong visual focus have gained a lot of traction, such as Pinterest, Instagram, Tumblr, and even for Facebook, photos were always a crucial part of its product.

Since this age group tends to be very active on social networks, this “visual-focus” trend has an effect on them that is impossible to quantify

Page 9: Nik poon   apsotw submission

The strategy

Page 10: Nik poon   apsotw submission

“Be Baller.”

Page 11: Nik poon   apsotw submission

Wait a sec...what does ‘baller’ actually mean to people?

ball· er[bawl-er]

1. One who exhibits a consistent proficency at-, or exuberant love for the game of basketball. 2. One whose person has been fully and successfully established in numerous social circles (esp. one who is extremely popular with both the male and female members of any given social group) 3. One whose status in society has been earned by one's possession of "game" (that is, proficiency at the game of life)

Page 12: Nik poon   apsotw submission

ok fine, but why should H&M care about what ‘baller’ means?

ball· er[bawl-er]

1. One who exhibits a consistent proficiency at-, or exuberant love for the game of basketball.

→ it speaks directly and more importantly, passionately, about the new product line we are launching

2. One whose person has been fully and successfully established in numerous social circles (esp. one who is extremely popular with both the male and female members of any given social group)

→ it relates with the audience we are trying to reach, as well as their aspirations (and/or insecurities)

3. One whose status in society has been earned by one's possession of "game" (that is, proficiency at the game of life)

→ it suggests the tone of voice we should use in our communications

Page 13: Nik poon   apsotw submission

Why add the ‘Be’ in front?

Page 14: Nik poon   apsotw submission

by simply adding the word ‘be’,

the audience adopts the phrase for themselves. it becomes part of their inner voice.

it becomes a motto to aspire to and live by.

Page 15: Nik poon   apsotw submission

and last but not least, “Be Baller” is an obvious pun on the popular basketball slang term ‘b-ball’, which reinforces the tie

between the product, sport, and the meaning behind the phrase.

Page 16: Nik poon   apsotw submission

Be Baller is how anyone can feel 'baller'. 

Feeling an sense of cool, style, and - most importantly - confidence that comes from within. 

That sense of confidence that arises within yourself as soon you tie up your laces every morning and walk out the door.

It can be channeled as having street presence, court presence, or stage presence. 

Having swagger.

Page 17: Nik poon   apsotw submission

3 ways it can be brought to LIFE

Page 18: Nik poon   apsotw submission

route 1

online video (youtube/youku/vimeo)and/or TV (e.g. during NBA game breaks)

creative ideas:- use of sound: dribbling a basketball, versus the paced sound of models walking on a runwayvisually they are synchronised in action split-screen, side by sidethe sounds can pick up the pace quickly for dramatic effectends with "Who's more baller?"- viewers directed to beballer.com and use #beballer whenthey vote in real-time on twitter/weibo/facebook/google+

Page 19: Nik poon   apsotw submission

route 2

live event:

- during the break of a live game (could be NBA or collegiate depending on the region and season) have H&M models do a surprise catwalk show on the court in streetwear

- instead of showing traditional ads during the break, this could be livestreamed on tv or youtube/youku/livestream/facebook

- ends with "Who's most baller?" use #beballer when viewers vote in real-time on twitter/weibo/facebook/google+

Page 20: Nik poon   apsotw submission

route 3

interactive (native mobile app/web/facebook app)

1. upload a shot of your side or front profile2. enter your height3. choose your background (street court / catwalk show / graffiti-covered street)4. save as an animated GIF (dunking / strutting / walking) or a compelling still shot5. post to instagram/twitter/weibo/facebook/google+ with the tag #beballer

Page 21: Nik poon   apsotw submission

5 burning questions for the client

Page 22: Nik poon   apsotw submission

1. Besides the look and feel of the shoe, what are the other main selling

points of the product?

2. Why basketball?

3. Which market(s) do you consider most important in 2013?

4. What are the key performance indicators for this?

5. Would you be interested in developing in-shoe technology?