Arena Taiwan is one of my client during my work in Ogilvy & Mather. Together with our team member, we coordinated a digital campaign, which included a voting event on social media as well as a actual runway competition at department store. The goal was to create a more intimate and less distant brand image to our target customers.

1. Arena
2013 A/W
Digital Communication Campaign in Taiwan

2. Arena Taiwan is one of my client in Ogilvy RedWorks.
As Arena would like to develop a marketing campaign
in Q4 2013 to not only enhance its brand image but
also stretch out to different consumer groups other than
swim athletes. Therefore, me and other team members
including account manager, web designers, digital
engineers, video and event producer worked together
to launch this campaign. Started from indentifying
what's the brand image of Arena, who are our target
communication audiences, and how to efficiently
communicate with them, we suggested a Facebook app
where people can upload their swimwear shots and
share to their own networks to get highest vote. The
top candidates from web vote enter final round to show
themselves on Arena's Next Super Star Runway Show
and win prize. People who vote for the candidates can
also win online lottery. We also find a brand celebrity,
Hero Tai, to enhance campaign exposure and reinforce
consumers' participation.
Summary

3. Brand Introduction
Arena is a brand of competitive swimwear created in 1973 at Adidas
AG Herzogenaurach, Bavaria, Germany, by its former president
Horst Dassler. Sold by Adidas in 1990, the brand now represents
two unrelated product lines.
With its headquarters in Tolentino, Italy, the Arena brand
has a presence in 103 countries around the globe. With direct
representation through wholly owned subsidiaries in Italy, France,
Germany, and the USA, the group also employs a network of
qualified business partners in 86 countries, while the Japan-based
Descente Group owns and manages the brand in 11 countries of the
Far East.
About Arena Taiwan
Arena Taiwan, Co. is the only brand agent of arena in Taiwan for
more than 4 years. The company has 8 direct selling stores, 21
authorized sellers and 3 online stores (based on different shopping
website).

4. According to the client, arena Taiwan, the current
brand position of arena in local market is more
prefesional-oriented.
If arena is a person, most people will think of a male
who is a very brave and straitforward swim athlete,
but is also quite distant because he might be a tall,
strong white male instead of an Asian.
How does Arena Look Like?
Swimmer
Straitforward
High-end
Speedy
Sporty
Non-
Asian
Healthy
& Muscular

5. Marketing Objective
Maintaining
arena‘s professional brand image.
Arena has been regarded as a too-profesional brand for Taiwanese
consumers. The brand's image is fixed as atheletic, high-end and
foreign imported, but such image also makes consumers feel arena
is very distant from their daily life and less afforable, even the
product's quality matches properly with it's price. In other
words, most consumers are less willing to consider arena as
their swim wear option.
Therefore, to alter this situation, the objective is to not
only maintaining arena’s brand image of professional
swim wear, but also approach to general consumers’
needs and preferences.
Reposition
Approaching
to the local Taiwanese needs & wants.

6. Who are our target consumers?
There are basically two types consumer
to consider: the one to retain for keeping
their brand loyalty, and the one who
we need to develop as they have great
potential.
This campaign aims to reposition arena
from distant professional brand into a
brand which general consumers will
also come to their mind when they wan
to seek others’ recognition by having
professional swim suits.
Target Consumers
Amateurs
Trainers
Health
Pursuers
Work outs/body shaping
Athletes
Occasional
Swimmers
Water entertainment
Other water sports fans
Other non-water exercisers
Potential exercisers
Consumers to
Develop
For those who are heath pursuers
or occasional swimmers.
Their habits are as follow:
-Purchase place: Sports goods
stores or swimming goods stores.
-Buy all their needs at once.
-Purchase frequency is usually 1-2
year.
-Demand for high quality as well as
stylish product.
Consumers to Retain
Professional consumers such as atheles
or amateurs, trainers, usually will
follow their coachs’ or peers advices
to purchase goods based on their
professional needs.

7. Consumers B
Fancy Youngster
Family
The focus of buying swim wear will
be convenience and style, functional
characteristics (e.g. textile, cutting...etc.)
will be a plus which can highlight their taste,
but not for professhional purpose.
Consumer A
Professional
Require professional swim wear for
functional purpose (e.g. racing, duribility for
day-to-day usage)
"Swimming has become an important part of
my life. Therefore, my standard of gears and
suits is very high."
"I believe that price reflects the quality."
"Aside from brand professionality , a different
swim suit design also creates more fun for
swimming as swim athletes are usually alone.
With other interesting factors, swimming
become more fun."
"I love to show off my body!"
"Swimming pool is where I can be super star and
spotlight among all people."
"Swim suit is definitely the main focus so it must
be very eye-catching."
"A professinal brand logo like Nike or Adidias
that can be recognized is plus to demonstrate my
taste!"
"To make the family relationship closer, we will
go out for water leisure and swimming."
"It will be more convenient to get all the suits at
once with efficient costs."
"Professional brand is the best as it guarantees
good quality. However, price is indeed a factor to
considerate while purchasing."
Fancy Youngster
Professional
Family

8. There are primarily 3 types of consumers
we want to focus, professhional, fancy
youngster and family. The second and
third type are regarded as the major
consumers we want to develop in this
campaign.
Based on the discussion with 3 types
of consumers from FGD research,
the chart indicates that for all 3 types
consumers, brand and convenience of
purchasing swim wear are the 2 main
factors when considering swim wear.
Target Consumers
2. Fancy Youngster
1. Professional
3. Family
Brand Style
Style
Style
Price
Price
PriceBrand
Brand
Convenience
Convenience
Convenience
+ Importance -

9. Fancy Youngster
Brand is the label to get extra recognition from
peers and friends.
Style is their major concerns, while brand just the reflection of their high-
end tastes.Therefore, not only will they visit sports brands such as Nike or
Adidas, swim suits from well-known leisure brands (e.g. Roxy) or stylish
underwear labels (e.g. Victoria Secret, ) are also their consideration.
Consumer
Insight & Behavior
Professional
Brand is the unchallengeable faith.
Price is usually not their main consideration. To them, brand equals quality
and provide them confidence when racing or practicing. It's their faith that
wearing swim wear from iconic brand can bring them success and victory.
Department stores or authentic sports goods shops become the only
purchasing tunnel.
Family
Brand is the guarantee of product quality.
Family groups tends to buy all members' gears and swim suits at once
to save shopping time and money. Price is their major concern while
purchasing, but if expensive products with supreme duribility that can be
used for long period and it's also convenience to buy, they can be willing to
"invest" these high-end swim wears.

10. We found that for both fancy youngster and family, 2 major
consumer types we want to communicate in this campaign,
brand and purchasing convenience determine their
consideration.
As for Arena, we want to alter the too-professinal brand
image but at the same time we want to emphasize that we
can provide convenient shopping method from direct selling
stores as well as online shopping sites.
Therefore, integrating the ideas above, the communication
concept will be Zero Distance with Arena.
Communication Concept
Brand Convenience
Zero Distance
with Arena
"Professional, high-end swim wear brand is not
only a quality guarantee, but also a fashion icon.
It means that I have good taste and also possess
high ecomic status to afford it."
"Moreover, direct selling stores and online shops
is the very place where it's not only convenient
for one-stop-shopping, but also able to satisfy my
needs for brand and quality."

11. Campaign: Arena's Next Super Star
Social Media
-Facebook voting app
(First round)
-Youtube video
Retail
-Point-of-sale
advertising
-Sales promotion/
Discount
Event
-Talent runway show
(Final round-
Candidates elected
from FB voting app)
Brand Celebrity
Use social media, Facebook
app, as the voting platfrom
for Arena's Next Super Star
compeition to reach our
target consumers.
Using social media
exposure as the
inducement to call for more
consumer to participate
the competition and vote
for their ideal candidates.
Facebook
App
Recruit people to
upload their photo
in Arena swimwear.
Video and POSM
of celebrity, store
promotion enhance
consumer's
attention of the
campaign.
Social Meida StrategyCampaign Strategy

12. Campagin Phase
Awareness
Promote Facebook voting event
Action
Upload for
the competition
Interest
Raise people's interest
about the voting event
Phase I Phase II Phase III
MISSION
Social media
-Use brand celebrity
to attract people’s
attention and raise
public’s interests
-Call consumers to
upload their photos
to participate the
competition.
Preparation for
runway show
-Calculate the
FB vote and the
candidates for final
round, Arena's Next
Super Star Runway
Show.
-Announcing final
contest participants.
Runway show
& Store event
-Enhance media
exposure via inviting
journalists from
newspaper and
online news.
-Brand celebrity as
judge to reinforce
news coverage
-Brand celebrity as
deputy manager at
Arena's direct selling
store to enhance
sales volume.
APPROACH
FB ad
FB page
Youtube video
BTL advertising
PR
FB ad
FB page
Store promotion

13. Facebook App Mechanism
Brand celebrity
Call for Action
Register
& Upload
Share Voting
Celebrity:
Use series of celebrity's
image in the Facebook app
interface to enhance people's
impression of the event.
Place celebrity's call-for-
action video at the front page
of Facebook app to clearly
explain the competition and
vote, attracting more people
to vote or upload their photos.
Registration:
Connected with Facebook
account. If the participant
doesn't have FB account,
registered with ame、email、
contact phone and address.
Upload:
Participants upload their
swim suit photo and fill in the
register form to describe the
idea of photo and why they
love Arena. After finishing the
registration form, participants
submit the form to complete
register process.
Share:
Participants (whether upload
photo or just vote) can share
the photos to their own FB
wall to win the chance to get
special arena prize lottery.
Voting:
After the Facebook app
voting, the first place of
Creative Group can attend
runway show and receive
award. As for Model Group,
the top 10 can enter fnal
round on runway show .
Judges and celebrity will
score the candidates according
to their figure/Posture and
their reason of why they love
Arena. The top 3 candidates
can get special prizes.

14. HeroTai ( 戴祖雄 )
Height: 181cm
Weight: 70kg
Mister International Malaysia 2006
TV Host of <Iwalker Hero> Travel Show (Taiwan)
TVC/ Drama/ Movie Actor
Hero Tai has been a model for 5 years and also experiencing
hundreds of advertising shooting. Therefore he is given a title
of "The Prince of Advertisement in Malaysia". At the same
time, since his involvement in this advertisement field, he has
great exposure which kept him in a high-profile state. He was
nominated as "Mr. Malaysia" 2006 and represented Malaysia in
participating "International Man of the Year" competition. In
2011, he started to involve in movies industry and starring in
four TV series, namely "Destiny in her hand", "Forget Me Not",
"The Dark Sunset" and "The Quarters" as well as two movies,
"The Viral Factor" and "Tears of the Mom". Currently, he is
expected to become a host for TV shows and become an all
rounded celebrity.
Academically, Hero Tai is also a certified Sports Nutritionist
of IFA (International Fitness Association) and minored in the
subject of Applied Psychology. While involving in entertainment
business, he is still actively pursue in his professional education.
Brand Celebrity

15. Campaign Key Visual

16. United Daily News ETtoday News
Now News
More than 300 people uploaded their photos and 20,000
people participated the Facebook voting. Resulting the
growing fans amount of Arena Facebook page, online
news coverage as well as high sharing rate on Facebook
and Instagram.
Media Coverage - Online News

17. Media Coverage - Social Media

18. Media Coverage - Social Media
Social media coverage inclusing Facebook page (Hero Tai, Arena Taiwan), Instagram, Sina Webo.

19. T h a n k
You