jos a bank travelers shirt 360 campaign
Post on 13-Jan-2017
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TRANSCRIPT
TRAVELER SHIRT
08.O2.16
RELIABILITY: WASH, WEAR, LOVE, REPEAT.
THERE ARE SOME THINGS IN LIFE WE BUY KNOWING THEY WONT LAST VERY LONG- AN ICE CREAM, A BUNCH
OF FLOWERS, A VACATION TO HAWAII. A SHIRT SHOULDN’T BE ONE OF THOSE THINGS.
YOU NEED A SHIRT THAT’S IN IT FOR THE LONG HAUL, THAT CAN BE WORN DAY IN AND DAY OUT AND STILL
LOOK CRISP, SHARP AND READY TO IMPRESS. THAT YOU CAN RECOMMEND WITH CONFIDENCE, THAT YOU
CAN RELY ON AT A MOMENTS NOTICE, THAT CAN GO WITH YOU ANYWHERE LIFE TAKES YOU.
JOS. A. BANK’S TRAVELER SHIRT IS SPECIALLY CREATED TO BE WASHED, WORN, AND LOVED REPEATEDLY.
IT’S THE RELIABLE, EVERYDAY HERO THAT DOESN’T REQUIRE IRONING, REPELS STAINS, AND RESISTS BUTTON
BREAKAGE. WE’VE BEEN MAKING IT FOR 16 YEARS, AND YOU’VE BEEN LOVING IT EVER SINCE.
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FOR MORE THAN 16 YEARS, MEN HAVE LOVED THE TRAVELER SHIRT FOR IT’S
RELIABILITY. THE DURABLE. NON-IRON “SWISS ARMY KNIFE” OF SHIRTS IS
ALWAYS CRISP, PRESENTABLE AND READY TO GO, FOR ANY SITUATION ANYWHERE.
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Created by Kokopakofrom the Noun ProjectTIMELINE:
SOCIAL LAUNCH
INFLUENCER SUPPORT .
FATHER’S DAY CONTEST
EMAIL BLAST
BANNER ADS BANNER ADS
ONLINE VIDEO
:15 TV PROMO
IN-STORE PROMOTION
DIRECT MAIL
DIRECT MAIL
IN-STORE VINYL
WEBSITE WEBSITEPHASE 1 PHASE 2
DIRECT MAIL: WHO’S YOUR TRUSTED COMPANION?
How has Traveler been Tried and True?
Send out mailers featuring a story of the Traveler Shirt being tried and true.
Men are then invited to share their own stories of how a Traveler shirt came through for them.
Customers can submit photos/stories online with the hashtag #triedandtrue
The best submissions are rewarded with Traveler prizes
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DIRECT MAIL
LOREM IPSUMJOS. A. BANK MODELS BLEND IN WITH OTHER MODELS EXITING SHOWS ON FASHION WEEK.
THEIR ANSWER TO “WHAT ARE YOU WEARING?” IS “JOSEPH A. BANK.”IDE NONSECUSAMUS CORE DO-
LUPIT MOLUPTAERIS MOLUPTA SPELEND ISITAM, QUE VOLUMQUIA IN EOS ABORESE OMNISSIT, ODI
DOLES DOLUPTI NIHILLOR RE EARIONS EDICIL EOS EXPE EIUMET OFFICIATEM QUAM IDIS ES QUI DO-
DIRECT MAIL:
FRONT BACK
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:15 PROMO TV: TRIED AND TRUE FOR SO MANY REASONS
Highlight the Traveler Shirt features and benefits that make it tried and true
• Leverage this opportunity to feature reasons to purchase the shirts at full price
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:15 TV PROMO
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OPEN ON STOREFRONT
2. CONTINUE WITH GRID. IN MAIN SQUARE, CUT TOANOTHER ANGLE OF MAN WEARING TRAVELER SHIRT
SUPER: THE TRAVELER SHIRT. 3 FOR $99
2. CONTINUE WITH GRID. IN MAIN SQUARE,CUT TO MAN WEARING TRAVELER SHIRT
SUPER: LOVED FOR MORE THAN 16 YEARS
CONTINUE WITH GRID. IN MAIN SQUARE, CUT TO STACK OF TRAVELER SHIRTS
SUPER: NON-IRON, STAIN RESISTANT FABRIC
CUT TO STOREFRONT ENDCARD:
SUPER: JOS. A. BANK
THE NEW TRADITION SINCE 1905
THE TRAVELER SHIRT
JOSBANK.COM
CONTINUE WITH GRID. IN MAIN SQUARE, ISOLATE BUTTONS
SUPER: UNBREAKABLE BUTTONS
VO: …TO HELP THINGS GO WITHOUT A WRINKLE…
VO: ONLY AT JOSEPH A. BANK.
VO: …HOLD THINGS TOGETHER…
2. CUT TO GRID. IN MAIN SQUARE, WE SEE STORE INTERIOR
SUPER: THE TRAVELER SHIRT
VO: …EVERYONE NEEDS SOMETHING TRIED AND TRUE
VO: THE TRAVELER SHIRT. NOW 3 FOR $99.VO: …AND ALWAYS HAVE YOUR BACK.
VO: JOSEPH A. BANK BELIEVES…
:15 PROMO:
WEBSITE: TRIED AND TRUE STORIES: THEY’RE ALL HERE
Collect stories of Traveler Shirts being Tried and True and feature selected
photo/story submissions on the Joseph A. Bank website.
Direct links to purchase Traveler Shirts are featured in the stories
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WEBSITE
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WEBSITE PHASE 1:
SOCIAL: HOW DID A TRAVELER SHIRT COME THROUGH FOR YOU?
Encourage followers to submit stories of how their Traveler Shirt came through for them through sponsored posts on Twitter, Instagram and Facebook
Photos and stories are tagged with a unique hashtag #triedandtrue to collect tales and encourage participation.
Jos. A. Bank social channels share some of the best stories
Twitter users vote for their favorite stories weekly
Winner/story featured on our website and locally, in-store
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SOCIAL LAUNCH
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SOCIAL:
Created by Lorena Salagrefrom the Noun Project
EMAIL: HOW DID YOUR TRAVELER SHIRT STAY TRIED AND
TRUE AND COME THROUGH FOR YOU?
Invite men to share stories of when and how they relied on the Traveler Shirt—from staying free of
wrinkles to not breaking buttons
Feature examples to demonstrate the kind of nominations/stories we are looking for
Incentivize with a chance to win a shirt for themselves
Encourage men to wear a Traveler and carry a spare. Ask men the question “Do you keep a spare Traveler
shirt?” If yes, they can click on answers like “Diaper bag”, “car trunk”, “desk drawer” or “gym bag” and we
can aggregate the answers and keep a running tally on our website. If no, offer an incentive to purchase.
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Created by Lorena Salagrefrom the Noun ProjectEMAIL BLAST
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EMAIL:
BANNER ADS: PHASE 1 TRUSTED IN ANY SITUATION
A fast-paced montage of a man relying on the same Traveler Shirt through changing situations—
business meetings, family life, interviews, school plays, socializing, dog-walking, etc., ends with a call
to action for men to submit photos/stories in our contest
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ONLINE ADS
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BANNER ADS: PHASE 1
IN PHASE 1 BANNERS, WE’LL ASK MEN TO SUBMIT PHOTOS/STORIES FOR OUR CONTEST.
ONLINE VIDEO: 5 DAYS | 1 SHIRT
We give a man a Traveler Shirt and put both to the test of withstanding a series of travel and events
over 5 cities in 5 days. We capture the trials and triumphs of our 5 Days | 1 Shirt story as it unfolds.
Can live stream, if desired.
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ONLINE VIDEO
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ONLINE VIDEO:
IN-STORE: TRIED AND TRUE TO THE RESCUE
The Traveler Shirt’s tried and true message is reinforced in-store
Dressing room signs, wayfinding, and window vinyl graphics display the message, and lead
customers to learn more about Traveler Shirts online
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IN-STORE PROMOTION
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IN-STORE:
WAY FINDER VINYL DRESSING ROOM SIGNAGE
BANNER ADS: PHASE 3 TRUSTED IN ANY SITUATION
A fast-paced montage of a man relying on the same Traveler Shirt through many changing situations—
business meetings, family dinners, interviews, school plays, socializing, dog-walking, etc., ends with a
call to action for men to read/share stories from our contest
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ONLINE ADS
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BANNER ADS: PHASE 3
IN PHASE 3 BANNERS, WE’LL SWITCH FROM COLLECTING STORIES TO SHARING THEM.
SOCIAL INFLUENCER: MY TRAVELER HAS BEEN TRIED AND TRUE. HOW ABOUT YOURS?
Outfit social influencer/Daddy blogger with selection of shirts.
• As he wears them he weaves in the story of reliability (no-iron durability and versatility).
• He kicks off our campaign by inviting his followers to do the same
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INFLUENCER SUPPORT
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SOCIAL INFLUENCER:
WEBSITE: TRIED AND TRUE STORIES: THEY’RE ALL HERE
Present top Tried and True stories and feature author’s photo in hero module on website
Direct links to purchase Traveler Shirts are featured in the stories
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WEBSITE
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WEBSITE PHASE 2:
FATHER’S DAY CONTEST: DAD DESERVES SOMETHING AS TRIED AND TRUE AS HE IS.
As an additional emotional boost built around Father’s Day, we’ll cover the angle of father’s being tried and true
Encourage customers to nominate their Tried and True Dad, men who have proven reliable in their lives, via paid social media posts
Photos and stories are tagged with a unique hashtag to collect tales and encourage participation.
Share some of the best stories on Joseph A. Bank site
Winner/story featured on our website and locally, in-store
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FATHER’S DAY CONTEST
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FATHER’S DAY CONTEST:
THANK YOU.
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