Integrated communication plan aiming at enhancing Converse brand experience in the Spanish market and creating a deeper connection with core customers.

1. COMMUNICATION PLAN 2012
Valeria Deserto

2. CONVERSE BRAND ARCHITECTURE
VARIED ICONIC PRODUCTS DEFINITION
OFFER
(CHUCK TAYLOR)
RATIONAL
COLORFUL
FACTS &
SNEAKERS
CUSTOMIZATION FASHION SYMBOLS
STREET CULTURE
ART CLOTHING
COLLABORATION MUSIC CORE ATHLETES
WITH MUSIC, FASHION SPONSORSHIPS footwerrt ENDORSEMENT
AND ARTS Design ACCESSORIES
sport
UNCONVENTIONAL comfort
KIDS Independent thinking HERITAGE FREEDOM
DESIGN
BRAND INNOVATIVE
MEN/WOMEN 20-35 PERSONALITY UNCONVENTIONALITY
INDEPENDENCE
TEEN AGERS
ORIGINALLY ATHLETES REBELLION EMOTIONAL
TARGET
SENSATIONS

3. COMMUNICATION OBJECTIVES 2012
• BOOST BRAND REPUTATION ON THE SPANISH MARKET
• CREATE BUZZ AND EXCITEMENT AROUND THE BRAND
• GENERATING AN ENGAGING CUSTOMER EXPERIENCE OUTSIDE THE STORE
• ESTABLISHING A DEEP EMOTIONAL BOUND WITH CURRENT CUSTOMERS
• ATTRACTING NEW ONES
• INCREASING SALES AND MS
• OPTIMIZING BUDGET
• PROJECT A MODERN AND INNOVATIVE IMAGE IN LINE WITH BRAND VALUES
• ESTABLISH A STRONG DIGITAL PRESENCE

4. COMMUNICATION STRATEGY 2012
1) VIRAL ADVERTISING CAMPAIGN
BY TAKING ADVANTAGE OF OLYMPIC GAMES IN LONDON, ARRANGE A PARAOLYMPIC
CHALLENGE IN SPAIN INVOVING:
• SKATERS
• HIP-HOP DANCERS
• MURAL PAINTERS
• EMERGING/ASPIRING FASHION DESIGNERS
• EMERGING/ASPIRING MUSIC BANDS
• EVERY CHALLENGE WILL TAKE PLACE IN A DIFFERENT CITY, IN ORDER TO INVOLVE THE
WHOLE COUNTRY, PUSH TARGET CUSTOMERS TO TRAVEL TO DIFFERENT POINTS IN
SPAIN, CREATE MOVEMENT, WORD OF MOUTH AND BUZZ.
• THE ATTENDEES WILL BE ASKED TO FILM THEMSELVES, THEIR TRIP TO THE CHALLENGE
LOCATION, DESCRIBING THEIR EXPERIENCE WITH FRIENDS, EMOTIONS, ETC.

5. COMMUNICATION STRATEGY 2012
1) VIRAL ADVERTISING CAMPAIGN
THE EVENT WILL BE ADVERTISED IN TWO STAGES:
STAGE 1: ADVERTISING TO TARGET CUSTOMERS (POTENTIALLY INTERESTED IN
PARTICIPATING)
CHANNELS:
- IN STORE COMMUNICATION (FLYERS, TOTEMS, ETC)
- COMPANY WEBSITE
- SOCIAL NETWORKS
- FLYERS DISTRIBUTION OUTSIDE SCHOOLS AND UNIVERSITIES
- FASHION, MUSIC AND SPORT BLOGS
- OUTDOOR ADVERTISING (BUS STOPS, METRO STOPS IN MADRID, BARCELONA, VALENCIA AND SIVIGLIA, MAIN
SQUARES AND POINT OF INTERESTS IN BIG CITIES).
- FASHION, MUSIC AND SPORT MAGAZINES
LIVE THE
OLYMPICS IN
YOUR
COUNTRY!
LIVE THE
OLYMPICS
IN YOUR
COUNTRY!
!

6. COMMUNICATION STRATEGY 2012
1) VIRAL ADVERTISING CAMPAIGN
• THE MESSAGE:
• WILL BE A BIT VAGUE, TALKING ABOUT CONVERSE ALLOWING TO LIVE THE
OLYMPIC EXPERIENCE IN SPAIN.
• A QR CODE WILL JOIN THE PRINT ADVERTISING, SO THAT CURIOUS PEOPLE WILL
BE REDIRECTED TO A REGISTRATION PAGE WHERE THEY CONFIRM THEIR
ATTENDANCE TO THE EVENT
• DIGITAL ADVERTISING WILL SHOW A LINK REDIRECTING INTERESTED PEOPLE TO
THE REGISTRATION PAGE
• NOT MANY DETAILS ABOUT THE EVENT
• ONLY PEOPLE ATTENDING WILL RECEIVE A CONFIRMATION E-MAIL WITH THE
DATE AND LOCATION OF THE CHALLENGE.
LIVE THE
OLYMPICS IN
YOUR
COUNTRY!

7. COMMUNICATION STRATEGY 2012
1) VIRAL ADVERTISING CAMPAIGN
• STAGE 2: ADVERTISING TO BROADER AUDIENCE IN ORDER CREATE RUMOR IN THE
CITIES OF THE CHALLENGES
THE ADVERTISING MESSAGE THIS TIME WILL BE EVEN MORE ERMETIC, SPEAKING ABOUT A
GREAT HAPPENING IN SPAIN, BUT WITHOUT SPECIFYING ANYTHING OR RECONDUCTING IT TO
CONVERSE.
PEOPLE WILL BE ONLY INVITED TO JOIN SPECIFIC LOCATIONS IN THEIR CITIES ON A CERTAIN
DATE IN ORDER TO CHEK WHAT’S GOING ON
CHANNELS:
• RADIO (VAGUE MESSAGE ABOUT A BIG HAPPENING IN JULY INVOLVING THE WHOLE COUNTRY)
• OUTDOOR (BILLBOARDS IN BIG CITIES WITH A BIG SIGN OF A WORK IN PROGRESS AND THE INDICATION
OF A DATE AND A LOCATION)
• GUERRILLA INITIATIVES (BIG PLASTIC QUESTION MARKS IN POINTS OF INTERESTS IN BIG CITIES,
SURROUNDED BY WORK IN PROGRESS SIGNS, AGAIN WITH THE SPECIFICATION OF A DATE AND A
LOCATION)
OBJECTIVE
• CREATE SUSPENCE, BIG EXPECTATION
• LET PEOPLE TALKING ABOUT THIS MISTERIOUS HAPPENING, CREATE WORD
OF MOUTH.
• BLOGGERS WILL PLAY A SPECIAL ROLE IN STARTING RUMORS, AS THEY WILL
BE INVOLVED IN THE EVENT (SEE NEXT SLIDES)
• HOPEFULLY DRAW FREE ATTENTION FROM MEDIA , PRESS AND TV

8. …SWITCH YOUR
BLUETOOTH
COMMUNICATION STRATEGY 2012 ON…!
1) VIRAL ADVERTISING CAMPAIGN
• ON THE DAY OF THE EVENT, FLASH MOBS STARTING IN CENTRAL SQUARES OF CITIES INVOLVED IN
THE CHALLENGE WILL LEAD PEOPLE TO THE LOCATION OF THE EVENT, PASSING THROUGH SEVERAL
POINTS OF INTERESTS IN THE CITY.
• THE OBJECTIVE IS TO INVOLVE PEOPLE IN A BIG PARTY(EVEN NON CUSTOMERS) AND LET THEM FEEL
ACTIVE PART OF THAT PARTY.
• ONCE PEOPLE REACH THE LOCATION OF THE CHALLENGE, AN ADVERTISING ON A MAXISCREEN WILL
ASK THEM TO SWITCH THEIR BLUETHOOT ON.
• ONLY AT THAT POINT PEOPLE WILL REALIZE THE HAPPENING IS CONNECTED TO CONVERSE, AS THEY
WILL RECEIVE A MESSAGE FROM THE COMPANY SAYING THEY WILL LIVE THE GREATEST OLYMPIC
EXPERIENCE EVER
• THEY WILL BE ASKED TO HAVE FUN, MAKE PICTURES, TAG FRIENDS AND POST PHOTOS ON FB.
• IN ADDITION, THEY WILL BE INVITED TO A CONTEST, RECORDING A VIDEO AND SENDING IT TO
CONVERSE. THE WINNING VIDEO WILL BE PART OF THE NEW AD AND WILL BE PRIZED WITH A SPECIAL
INTERVIEW. THE WINNER WILL BE INVITED TO CONVERSE HQ TO DESCRIBE THE EVENT
ATMPOSPHERE.AND THE INTERVIEW WILL BE PART OF THE NEW CAMPAIGN.
• AFTER THAT, A SPECIAL PRESENTER WILL INTRODUCE THE EVENT, EXPLAIN THE RULES OF THE GAME
AND THE CHALLENGE WILL START.

9. COMMUNICATION STRATEGY 2012
1) VIRAL ADVERTISING CAMPAIGN
A SPECIAL JURY EVALUATING THE PERFORMANCES
WILL INCLUDE:
• FAMOUS SPANISH SKATERS
• MUSICIANS
• ATHLETES TO CREATE EXCITEMENT
• GRAFFITERS TO LEGITIMATE THE EVENT
BUT ALSO…..
• SPORT COACHES
• MEMBERS OF RECORDING STUDIOS
• MANAGERS OF FASHION COMPANIES OFFERING POTENTIAL
• MEMBERS OF ART / FUMETTO/GRAFFITI SCHOOLS CONTRACTS, TO PROVIDE
SPECIAL INVITATIONS GIVEN TO: ACTUAL OPPORTUNITIES
FAMOUS BLOGGERS IN THESE AREAS
THEY WILL PLAY A SPECIAL ROLE IN WRITING
ABOUT THE EVENT AND CREATE MOMENTUM IN
THE PRE AND POST STAGES

10. COMMUNICATION STRATEGY 2012
1) VIRAL ADVERTISING CAMPAIGN
• AN AD WILL BE CREATED FOR EACH CHALLENGE, STARTING FROM THE VIDEOS
RECORDED BY THE CROUD AND PARTICIPANTS TO THE CHALLENGE.
• THE AD WILL BE SPREAD THROUGH:
- SOCIAL NETWORKS (FACEBOOK, YOUTUBE, TWITTER)
- THEMATIC BLOGS
- COMPANY WEBSITE (Corporate blog)
- POTENTIALLY STORES ( Foot Locker, Nike, etc).
Objective Advantage
Convey the brand values in a fresh and engaging way Low budget!
Direct interaction with TARGET customers Events and advertising at the same time
Make them the protagonists of the party and allow Opportunity to get big media attention for free
them to live the brand experience
Build buzz around the brand among non target
Direct metrics through viral diffusion (CTR, tweets
customers per minute, retweets/min, social plugins, sharings,
Increase brand reputation among trend setters, etc..)
bloggers, sport stars included in the jury
Gaining conversational capital

11. COMMUNICATION STRATEGY 2012
2) MOBILE MARKETING/ COBRANDING INITIATIVES
• DEVELOP A MOBILE APP IN COLLABORATION WITH SONAR FESTIVAL (Barcelona)
• OBJECTIVE : engage festival attendees and trendsetting music fans who wish they could be there.
• THE APP WILL ALLOW MUSIC LOVERS TO:
• check out SONAR’S concerts schedule
• Get up-to-date news and backstage content (with Converse advertising as background)
• stream music to check out from bands that are going to be playing
• Get a map of SONAR’s events
• Get links to the different partners and video from past editions
• Post videos of people in their Converse at SONAR
WHERE
• iOS and Android based mobile
WHY phones,
• Converse and Sonar’s goal is to find the people who are • tablets
shaping the direction of music, art and culture.
• The app is an annual opportunity to bring the fruits of this
search directly to the most passionate music and art lovers ADVANTAGES
nationwide. • Opportunity to get direct
• Untraditional way to advertise the brand metrics and measure success
(sponsorship+comarketing)

12. COMMUNICATION STRATEGY 2012
3) ADVERGAMING
WHY
• Subtle way to advertise
• Game marketing = Deep
consumer engagement
• Excellent way to integrate brand
and experiences
• Two way communication
channel
• People gaming are much more
emotionally involved and open
to receive an advertising
message

13. COMMUNICATION STRATEGY 2012
3) ADVERGAMING
HOW
• ESTABLISH A PARTNERSHIP WITH EA AND ACTIVISION FOR CONVERSE ADVERTISING IN SKATE 3.
• CONVERSE ITEMS WILL BE USED TO PERSONALIZE THE SKATERS’ STYLE AT THE BEGINNING OF
THE SIMULATION
• OPPORTUNITY TO WIN OTHER ITEMS AS THE GAMER PROGRESSES
• OPPORTUNITY TO BUY NEW CONVERSE ITEMS ON TOP OF THE ONES PROVIDED FOR FREE
(FREEMIUM MODEL)
WHY SKATE 3
• Shared target: young, street culture, interested in sport and adventure
• Skate 3 allows gamers to personalize the clothes of the skater as Converse does with shoes.
• Sense of Community : some items/content can be bought from X-Box Live Marketplace and the
PlayStation store, downloaded and shared with the skate community. This will help to create a
strong Converse community, too.

14. COMMUNICATION STRATEGY 2012
4) SOCIAL NETWORKS
1) LAUNCH THE FACEBOOK CHALLENGE: PERSONALIZE YOUR CONVERSE
• USE THE CONVERSE PAGE ON FACEBOOK, ASK PEOPLE TO GET INSPIRATION FROM
THEIR MAIN PASSION AND PERSONALIZE THEIR CONVERSE.
• INVITE THEM TO RELEASE A VIDEO ABOUT THEIR WORK, POST PICTURES OF THEIR
PERSONALIZED CONVERSE, TAG FRIENDS, SHARE COMMENTS, USE THE SOCIAL
PLUGINS.
• A POLL WILL BE CREATED AT THE END OF THE CHALLENGE, ASKING THE COMMUNITY
TO VOTE FOR THEIR FAVOURITE CONVERSE.
• THE WINNER WILL SEE A LIMITED EDITION OF THEIR ITEM PRODUCED, WILL BE THE
PROTAGONIST OF THE NEW AD CAMPAIGN AND WILL BE PRIZED WITH TICKETS FOR
OLYMPIC GAMES IN LONDON.
• AN ADVERTISING CAMPAIGN WILL BE RELEASED STARTING FROM THE VIDEO OF THE
CUSTOMER, DESCRIBING THE SOURCE OF INSPIRATION AND ALL THE WORK. THE
VIDEO WILL BE MIXED WITH IMAGES THE ENGAGEMENT THE CHALLENGE CREATED ON
THE FB PAGE, HOW PEOPLE JUDGED THE WINNING PRODUCT, THE REACTION OF THE
WINNER AND HIS EXPERIENCE AT THE OLYMPICS.
• DIFFUSION THROUGH SOCIAL NETWORKS, CORPORATE BLOG, EXTERNAL BLOGS

15. COMMUNICATION STRATEGY 2012
5) TV CAMPAIGN
• An official TV campaign will be released for MTV and other music channels in Spain
BRIEFING:
• It will be based on Converse brand essence and its main core values: self-expression,
authenticity, independence, unconventional thinking.
• It will be linked to the opening of a new, fashionable place in Barcelona
• A long cue of elegant, sophistiocated and spoiled people are waiting for the entrance, but
the bouncer are not allowing them to get in. At a certain point a sporty guy in his
Converse arrive with his girfriend (dressed Converse as well). They are smiling, joyful and
confident and the guy let them get in.
• In the end the slogan: «NOBODY LOVES FAKES! BE TRUE, BE CONVERSE!» will appear
CHANNELS:
• TV
• SOCIAL NETWORKS
• LIFESTYLE WEBSITES (ES. YAHOO)
• CORPORATE WEBSITE

16. COMMUNICATION STRATEGY 2012
BUDGET
TOOL COST
Challenge events organization 60,000
Guerrilla Marketing to adv the event 70,000
Video ad release 10,000
Corporate Blog / User communities 30,000
Mobile app development (half of the 10,000
investment)
Video per Social media challenge 10,000
advergaming 10,000
TV ad (half with the bar) 10.000
TV ad release (share with the bar) 100.000
Total 310,000

17. THANK YOU!