Hunters make you happy. It’s really that simple. They’re the bright spot on cloudy days and make you long for lousy weather. Puddles are fun again. Mucking about becomes a thing. The sound of thunder gets you excited. No other boot can do that because Hunters make you brave. They put you in control. Your shoes no longer decide where you can and cannot go—no more detours, tippy-toeing or hopping over. You determine your path. Hunters are your happy place (cue Pharrell).
Target: Women 18-35: student or young professional; sick of sore, cold & wet feet. The “Happy Place” campaign includes radio, ambient and interactive executions. Print spreads for magazines and billboards are below.
Search the web, and you will see thousands of Hunter pictures posted. The print and floor decal ads mimic how people photograph their beloved wellies.
For those who already wear Hunters, the floor ads will prompt them to take a picture of the ground they are standing on and post it on social media. Those who don’t wear Hunters will see how unsuitable their shoes are for these environments and all the fun they miss. Decals will be placed on transit/train platforms, station ticket lines, sidewalks, etc.
Consumers need to get a taste of the Hunter experience. This campaign will be the digital manifestation of the “happy place.” Using an interactive floor projection system (GroundFX® by GestureTek), participants wade about a pond, muck about the muddy wetlands, puddle jump on a rainy street, or chase crabs at low tide. Ambient sounds will further enhance the experience. Silhouettes of trees and cityscapes will also be projected on the back wall. The goal is for the participants to associate these fun, exploratory experiences with the Hunter brand.
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