ON Integrated Campaign
Created by retired athlete Oliver Bernhard, ‘On’ is a leading brand that brings new technology that makes every step feel like you’re walking on a cloud. Their goal is movement. Encouraging us to live in the moment while helping us dream bigger and better.
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This presentation will discuss the ON brand story and overview. I will go over customer journey paths by conducting research, creating personas and diving deeper into two specific consumers. A new campaign will be created around building community through movement.
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On believes that amazing things can happen when we move and that movement ignites the human spirit. They promise to revolutionize running & movement with their innovative ideas they’re bringing to life with the help of new technologies for a more sustainable future.
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Innovative, energetic, cutting-edge, reliable
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Diving more into the sustainability aspect - Sharing information about On’s sustainability beliefs on social platforms as well at events.
Collaborating with other sustainable brands - Co-designing limited edition products. Raising awareness to sustainability efforts
A loyalty program for long-term customers - Loyalty program with tiers, enables customers to gain rewards based on the amount of money spent on brand products. Members who reach the highest tier are invited to specific sporting events (tennis) with all expenses paid, welcome party, and entrance to event.
ON Movement
The On Movement campaign brings outdoor enthusiasts together for an event that spans 3-4 hours and is completed in teams. The event will be run with teams of three (people can register a complete team or come alone and be paired with others looking for a team). Each team will be given a map with checkpoint coordinates that all must be signed off on before heading to the finish line. The event will take place on hiking trails of varying levels of difficulty. An ON branded product will be given to each participant.
The goal of the campaign and event is to unite people through movement. Continuing to build the ON community and build awareness of the brand.
See presentation here