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Brief

Innovated in India, Lechal is a brand of interactive, haptic footwear. These smartshoes not only serve as a navigational aid but also as a fitness moniter. Lechal has two types - the shoe and the insoles. Initially positioned as an aid for the visually challenged, identify and create a campaign to promote Lechal for consumers to use.

Process

We started our research by looking into the wearable tech industry. Next, we divided the competitors into two categories - smart gear and fitness brands where we charted out their strengths and weaknesses. From here, we landed on our first insight from which we crafted the brand purpose: To enable users to collect life experiences. We then conducted an in depth analysis of the consumer and our target market. We split them into 3 personas and understood the needs and triggers. The 3 consumer persona types are: The Wanderlust, The Thrill Seekers and the Reclaimers.


We then applied the Storyscape model to our findings and landed at our organizing idea: Get Away. Our big idea - the concept that our entire campaign is based on, is Lose Yourself. Lose Yourself is an open call to adventure. To the free spirited explorers and wide eyed wanderlust's in all of us. It is an invitation for users to go forth with Lechal and embark on journeys across a borderless world filled with experiences to enrich their lives  in cultural currency.

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Teaser phase

Objective: Generate buzz about Lechal., Direct to website and register for event.
Strategy: A week long teaser phase that will introduce the concept of Lechal and Footloose Fridays to our target audience in places that they frequent the most.
Media: Subways , parks, bus shelters, navigation: maps, bike kiosks/racks - citibikes, Social media - data mining, gyms.

SUBWAY GUERILLA : The campaign will take off with a guerilla activation in a New York subway.  A call to action will lead people to the microsite where they can register and learn about what Footloose Fridays is really about.

MICROSITE: People can register for the Footloose Fridays event on the microsite.

SOCIAL MEDIA: Parallel to the guerilla executions, further buzz is generated using social media. The hashtags “loseyourself” and “whatsyourexcuse” is promoted to get people excited about the event.  Those who have registered are encouraged to share their excitement through instagram, twitter etc.


FOOTLOOSE FRIDAYS

Parallel to the guerilla executions, further buzz is generated using social media. The hashtags “loseyourself” and “whatsyourexcuse” is promoted to get people excited about the event.  Those who have registered are encouraged to share their excitement through instagram, twitter etc.

Once the first Footloose Friday event is over, further events will be promoted through the same methods as above. This will not be a weekly event butwill take place multiple times and will slowly evolve to different cities. All the participants will have the chance to win the grand price - an all expense paid trip to Europe with their Lechal’s.


Pitchbook


Credits

AD: Samyu Murali | CW: Prithu S Kumar | Prof. Judy Salzinger
Student Project : Savannah College of Art and Design