Campanie
General Information:
Strategic approach:
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Since 2020, gloTM has embraced a mission to offer ongoing support for the local creative industries and starting last year has launched #RebelsWithACause – a consumer-facing activation that puts co-creation between artists, content creators and the brand at its core. #RebelsWithACause became the perfect outlet for the brand to partner up with relevant local events in order to prove its value to the community it tapped in. In 2022, for the launch of its new hyper+ UNIQ device, glo TM reached out once again to the artistic community to show its consumers that it remains true to its purpose. The device features one big innovation in its category – 76 possible color combinations made by combining 4 core devices (Gold, White, Blue, and Black) with 19 side panels of different colors and textures. The launch of the new gloTM device needed a cut-through-the-clutter brand building campaign that would create awareness and spread word of mouth around the personalization opportunities, its unique style, and premium design, and engage our community with the brand message. Long story short, our objectives became: a. Creating awareness around the new product, even though it lives in a category surrounded by communication restrictions b. Engaging our community by proving to them in an inspirational and meaningful way that this is a product that stretches the limits of imagination and creativity by design For this launch to be successful and to meet our objectives we needed to pinpoint one audience cluster from our wide target. Introducing: The Dynamic Explorers. They are educated, affluent, and well placed in their professional life. The 25-40 y.o early adopters who are driven by sensorial adventures & cutting-edge innovation. With an affinity to risk-taking and an appetite for experimenting when it comes to the brands they choose, they consistently seek contemporariness and high quality from their brands. They are the ones who want most of all to experience and experiment with all that life has to give – whether it’s traveling, cuisine, art, or culture. This constant chase after experiences can sometimes become hard, as it requires filtering through tremendous amounts of content online in search of valuable pieces of inspiration. |
Execution:
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