Via an outdoor ad campaign beginning this week, Vibram FiveFingers will insert their brand in the Olympic conversation using a staple of London's tourism culture. Those ubiquitous, bright red double-decker buses will be branded with Vibram ads in order to promote the barefoot shoe and increase brand awareness during the 2012 summer Olympic games.
The outdoor campaign, titled "Train With," capitalizes on the athletic focus and competitive environment of the games and positions FiveFingers as the perfect training solution for any sport. The promotion will run for four weeks, and aligns with the heavy traffic and increased tourism that will result from the Olympics, commencing on Friday.
This strategic move from Vibram is sure to be recognized by tourists eager to catch a ride on this key component of London urban culture, and even Londoners themselves. According to Transport Media, the group responsible for Vibram's ad placement, 91% of Londoners are able to recall bus ads and 73% claim they even prefer buses featuring advertising.
We learned a few weeks ago that Under Armour's Spine Footwear Line would land in stores this month, and with it UA's biggest marketing push to date.
The new TV spot hit UA's YouTube channel and Facebook page last weekend.
I find it interesting that the commercial focuses much more on the athletic prowess of the shoe's spokespeople than the product itself, especially given the technology-loaded nature of the Spine series. There's only a subtle, somewhat ambiguous nod to the product benefit towards the end of the spot with the "backbone" reference.
I do appreciate neutral use of the shoe in the commercial. Superstars Cam Newton and Tom Brady are shown using the product in the gym and on the street, rather than on the football field. This positions the product to a wider audience, suggesting it can be used by any athlete who runs to stay in shape.
I'm interested to see how fans will react to the spot, and whether the message of innovation has been communicated clearly enough for such a groundbreaking product. Stay tuned for updates!
