Campaign Visuals

These are some of the "Caught in just your Kickers" campaign visuals. The campaign posters will be stuck up around cities on and around clubs/bars and other areas the target market are likely to socialise. We've decided against big advertsing such as billboards as we want to keep the campaign low key and more street savvy.

The badges and stickers will be handed out by the Kickers Street team to help further promote the brand. The POS stand has been redesigned for existing stores that sell Kickers to help attract consumers and differentiate from competitor brands.

Jess.

Website changes

The Brandits have adapted the Kickers website to appeal more to the target consumer. We've kept the palette colours of black, red and green so well known to Kickers to maintain brand identity; but have redesigned the webpages to appear more 'mature' and grungy. We decided to keep separate the kids section from the adult section by giving them both separate websites. However navigation between the two will still be accessible as a link to the kids website will be added to the adult website.

We've taken on board the popular trend of customisation from our FCP team and have created a customisation page to the website - 'Kickers Generate'. This will allow consumers to select a basic kickers shoe, and adapt the colour and pattern of the tongue, laces and/or tag to their individual liking.

As part of our "Caught in just your Kickers" campaign we have suggested that Kickers launch a 'where have you been caught in just your Kickers' photo competition. This is where consumers can upload photos of themselves in their Kickers. A winning photo will be selected by Kickers as the most interesting/creative and the photo will be showcased on the website homepage for a month, the winner will also receive a free pair of Kickers Hi Kicks customised to their liking.

Jess.

Street Team

As part of the campaign. We've suggested that Kickers set up a 'street team' to take to the streets of cities and further promote the brand. The team will be made up of selected individuals that represent the target consumer and are considered appropriate ambassadors for the brand. the street team will talk to the public about Kickers and hand out badges and stickers exclusively designed by Kickers. The team will also keep a blog which will be available to the public through the website; where they can upload photos of themselves and the public wearing their Kickers and discuss insights about the brand and any exclusive offers. The public will be able to comment on the posts which will create better interaction between the brand and the target consumer.

Jess.

Photoshoot

"Caught in Just Your Kickers"

This is the Marketing slogan we as a group have come up with for Kickers new Marketing strategy.

With this we done a photoshoot with images to reflect the brands "rebel" ideal image.

We wanted to slightly change the "rebel" image to bring it up to date with todays consumer

We wanted to use a Tongue and Cheek type imagary that brands such as soap and Glory use

Here is the example of the photography we will use in the marketing for the brand.

Lucy x

Meet The New Kickers Generation:

Name: Aimee.
Age: 20.
Occupation: Fashion Student.
Likes: Vintage, Every Lily Allen Song, Wallpaper Magazine.
Dislikes: Neon/Fluorescent Colours, Black Sambuca, Guys Who Wear Too Tight Skinny Jeans.

Name: Louie.
Age: 19.
Occupation: Photography Student.
Likes: Photography, Friends, Video Games.
Dislikes: Acoustic Music, Rules, That Nandos Doesn't Deliver.




Name: Abigail.

Age: 22.
Occupation: Cafe Manager.
Likes: Cooking/Dining With Friends, Exploring The Built Enviroment, Family Time.
Dislikes: Uphill Walks, Fillling Out Forms, Longhall Flights.

These are the future of Kickers!

Ceri

Feedback to campaigns

Been doing a bit more research to see what people say about the Kickers' campaigns...

http://www.campaignlive.co.uk/news/784304/Kickers-launches-new-poster-campaign/

Check out the comments on that one...not so great.

Also type 'Kickers Random Bandits' into youtube and check what comes up. It's awkwardly trying to be cool and just not working.
If you look at any of the other Modern Toss stuff it's actually fairly funny but the obnoxious characters don't work for Kickers.

Ceri

FCP Briefing

Today we were briefed on what our FCP team came up with for Kickers.

Basically their ideas were to -

-Create more innovative Point of sales
-Use technology to target ‘tech savy’ generation
-Encourage customisation
-Bring back 90’s retro

Were now just deciding what to take from this as we have to follow with a communication strategy when we present to Kickers in a few weeks!

Here are some of the visuals and their chosen opinion former Amy:

Jade x

Blog research

So I've been trying to find blogs which mention the Kickers name and so far haven't found much although did manage to get this one:

http://www.chictopia.com/photo/show/183157-orsay-dress-mango-accessories-kickers-shoes

Interesting to see that people are mentioning them on fashion blogs.

Another one I found was this:

http://www.fashionstyleyou.co.uk/kickers-shoes-comfortable-and-stylish/

Pretty good stuff to say about them "Kickers Shoes have a deserved reputation for being comfortable and stylish, they also seem to find their place whatever the current fashion trend."
That page has been tweeted about as well...

ALSO I just found these...http://www.zazzle.co.uk/zebra_kickers_shoes-167551624801609711 and I actually really like them! Could totally have seen myself wearing them when I was 16/17 cos those are exaclty they kinds of shoes I loved at that age.


Just some ideas!

Ceri

Lets sing off the competiton!

Iv just been doing a little bit of internet surfing.... and Kickers just arent keeping up with the competition!!!

Dr Martens have their very own Band Hero boots. And there pretty cool!

So you can pick your own pair of customized boots on the game and then if you really want to you can go out and actually buy the same pair! Kickers take note.

This sort of priceless advertising for Dr Martens is really the kind of thing Kickers needs to get involed with to become cool again and shake off the negative image they have currently. Everyone wants to wear something so they will be one of the cool kids so watch this space and see what we can help Kickers come up with!

Jade x

Princess and Junior are Kick Kick Kickers!

Just a quick update...

Look whos children have got on the Kickers bandwagon.....

Only Peter Andre and Katie Prices two! These two young trendsetters are setting the trend off for a huge following by kids nationwide!

And dont they look cute? :)

Jade x

We forgot to tell you...

So i realised were blogging on here about Kickers .... and havent reallys set the scene!

Were a group of students at nottingham Trent Uni working on a project to rebrand kickers.

This blog will follow our thoughts and findings and we will document any research we find, be it visual or even just twitter posts!

Kickers was established in 1970 by Daniel Raufast and the shoes were origianlly desinged to wear with Jeans, which is also where the three stitch design hails from. The brand quickly grew and grew and became hugley popular with music kids with everyone from Ian Brown to Jarvis Cocker, Mike Skinner and So Solid crew.

However the brand is also established well for children, with the Kick Hi boots being a popular choice for kids to wear to school. They have recently collabrated with Lego which has further expanded this connection.

The future for the brand has plenty of potential to grow further and get back on top! Well if Dr Martens can do it, Kickers can and better too!

The brand is involved in quite a few different projects, including festivals, further collabrations and with the use of social media now really keeps and eye on what is going on. We will add more on all of this as we notice!

So theres a little history to keep you in the know!

Jade

Kickers and Urban music?

So i was just looking at the Facebook group jade posted.. and oh my i found that Kickers are spondering the Urband Music Awards... I mean what? anyone else thinks this is a bit weird or jsut me?

However when i went to link for it just goes straight to Kickers website and there Lego shoe, this totally doesnt make sense to me. But hey maybe Kickers are slightly cooler than we thought. But urban music!!??

Check it out for yourself
http://www.facebook.com/search/?o=69&init=s%3Agroup&q=kickers+uk#/group.php?gid=5210134017&ref=search&sid=511169911.4284239614..1

Lucy x

T4

In the lecture it was mentiond that kickers went to a few "festivals" and had a pod. I was interested to actully see what they did with this and how they tried to draw people in, also if it worked and what actually about

I remeberd he mentiond T4, typed this in on the old google and came up with this..
http://www.youtube.com/watch?v=iFylXjmJ3E4

There are several more. Also they have the video for the mix they did with the dj. ALSO i found a little ad or video they have just with kickers shoes that they have made, these all link from the link i sent you.

http://www.highsnobiety.com/news/?s=kickers

This link sends through to a website which i foudn has some interesting past ideas of Kickers and update about what they have been doing. Interesting to look at.

Lucy x

Who loves Kickers? JLS do!

Hello!

I have joined the UK Kickers facebook group and twitter personally just to see whats going on...

As a group our initial thoughts on Kickers were that it is a brand that has become slightly a thing of the past and something we all associate as a kids brand, you know the shoes we all had at school!

However turns out the brand has a loyal following with nearly 2000 facebook fans and celebrity following from Peter Andre who wore the gold Kick Hi's to an event to JLS who love the Sneak Lo sneakers!

Just a little update on some findings! Check out the facebook group Kickers UK.

Jade x

Idea for research

I spoke to my uncle who is in the shoe business and he suggested an idea for research to help us place kickers in the right target audience...ask people to say a few words that reminds them of kickers as a brand and then use the top 10 to work out what the brand should be?

Just an idea!

Ceri

Experiences

My dad used to own Kickers...this is what he said about them:

"I had some black Kicker boots for ages and I felt like crying when I had to eventually throw them away because the thick rubber heel wore out - I wore them all the time! Maybe it's a guy thing but some of us love to have something from new and then over time to wear them so much that they become perfectly comfortable - this is what they were like."

Ceri