Agency: Live & Breathe
Leading UK sports shoe brand, Hi-Tec, has launched a global consumer and trade campaign, worth $12 million and running in 29 markets worldwide.
At the heart of its positioning strategy, created by Live & Breathe, is the message “instant, lightweight comfort”.
The creative executions showcase the brand’s unique V-Lite technology (based on a five level vertical build system) and “pinnacle” shoe – each a new launch - across a range of categories.
It creates stand-out for the brand, allowing it to take ownership of an area of the market so far unclaimed by the competition.
The media strategy comprises global press and TV ads, outdoor, on-line, trade communications and POS complemented by product packaging and collateral, retail displays and guerrilla marketing.
In the UK, press ads appear in a range of golfing, outdoor, country walking and travel media throughout the summer months. Thirty second TV ads will also air on The Golf Channel throughout the summer.
Each ad also translates into online banner executions with Flash bringing to life the lightweight “floating” concept. The same Flash execution also appears on the Hi-Tec website home page.
Launch mailers targeting trade and consumers live the “less is more” philosophy both from a creative and production perspective. These are mono printed on cardboard to complement the creative executions.
Group Director of the Hi-Tec Product and Brand, Tony Linford, said, “Hi-Tec is present across 29 markets and holds different positions in many of these.
“To develop a global campaign which delivers and resonates across so many territories is no mean feat.He added, “I’m pleased to say that the product and campaign story is going down a storm across our markets.”