the situationTIMBUK2, a San Francisco bag company, looked to expand nationally. Having never advertised before, we were to develop an integrated brand campaign with nearly NO BUDGET.

The brandA San Francisco original since 1989, TIMBUK2 has built a solid rep from its messenger roots, creating a loyal following as more than a bag, a BOND. Having never advertised, people discovered TIMBUK2 for themselves.

Redefining our Audience While TIMBUK2 had identified a consumer profile, it was far too diverse to develop any insightful singular communications strategy. Though they had the product portfolio to diversify communications, the reality was they did not have the budget to build a multi-channel, multi-market campaign.

Redefining our Mission Saving segmented communications for the future, we were inspired to scrap a majority of the client brief and change direction by focusing on the core user, the brand and work to build awareness. The goal became to help build the clients business regardless of vehicle or methodology.

Planning for OpportunityThis defined a challenge the client had not considered: replicating authentic adoption, creating an environment to allow for natural brand discovery by the consumer.

NEW Consumer profileAcross the board, our main users are daily commuters. We know this, but to dig deeper we were curious Not how WE perceive them, BUT how THEY perceive themselves and the brand that will help guide TIMBUK2 moving forward.

I am

why do I purchase?

The essence of the brand

How they discovered Timbuk2

brand usageWhat are they using it for? We see, our target, the city urbanite, might have an office job, be a freelancer or in school, what ever they are, these are the people getting it done; practical daily commuters that need to move & need the things important to allow for that.

Brand usageCommuting is not a task, but a freedom of movement from place to place depending on activity& situation. Practical, opinionated, expressive & creative, MADE tangible in TIMBUK2. A badge of a lifestyle. Next we asked is this idea of mobility unique or an actual shift?

The Significance of MobilitySteadily increasing in the last 4 years it seems mobility is a worldly interest, and here in the US, the external forces our in our favor, as increased mobility directly related to technologyWireless Connectivity & Mobile Devices(laptops & smart phones)

Real Barrier for expansionFortunately, the challenge it is not in the product! As the market sees increased mobility people are on the move and some are using T2 to do so, but there is tremendous potential to expand if executed properly.Lack of financial resources is a problem, but more pressing is in HOW YOU COMMUNICATE.

How To CommunicateLet people discover the brand themselves, embrace the brand themselves and allow people to advocate the brand themselves.word-of-mouth is 10x more effective

The BIG IDEAAuthenticity is in historyOne mans movement created w/ sewing machine now offering a broader range of products to allow larger audiences for various activities. T2 is providing the Basic-Equipment that allows the user to move, uncompromised, enabling the transport of Laptops, school books, cameras, iPods, WhATEVer a person may need, WHeReEver they may need it. EVENT DISCOVERY is a natural Fit.

Creating an environment to allow for natural adoptionAs it has been born naturally in San Francisco, so will it have to be in other cities.Inspired by the popular TV series, The Great Urban Race is a city adventure hitting every major market in the US.Creating experience for the user, TIMBUK2 provides the basic equipment for each team by providing bags.

Free WiFi Guerilla StuntPartnering with the Great Urban Race established the driving force to help guide Timbuk2 moving forward. As part of a guerilla stunt we offer free wi-fi for a months time, beginning two weeks prior to each citys race date, by sending a powerful signal from a centralized area in the city. No obligations to the user, just a landing page and brand name identified network. Mobility as it relates to technology.

TIMBUK2 BY BUS Guerilla StuntUnderstanding our audience as practical daily commuters that require the ability to take the things they need w/ them, we really wanted to demonstrate our commitment to their freedom of movement. For our second stunt, on the day of the race, Timbuk2 will wrap and run paid buses for two hours in peak commute times. (1hr in AM and 1hr in PM)

Event Signage Perceived as superior durability it was important to demonstrate the brands signature quality as verification of authenticity. Banners we placed at the starting and finishing lines as well as the registration booth.

RESULTSPlanning for opportunity we redefined a problem to build a nationwide campaign. Our strategy was based on our findings of Timbuk2s reputation and the importance for authenticity; our efforts were awarded Best Presentation. The client was so impressed by our strategy beyond advertising Timbuk2s Director of Marketing personally requested additional information on how they could pursue and implement our idea.

BEST PRESENTATION

Strategy beyond advertising is applied to the product itself instead of being limited to advertising for the product. A San Francisco original since 1989, Timbuk2 has built a solid rep from its messenger roots, creating a loyal following as more than a bag, a BoND. Despite not advertising, there are high emotional attachments w users, most seeing their T2 bags as completely indispensable. So this is what they might look like, maybe not. They do not fit an image steriotype. So it might be more interesting to see what drives them So this is what they might look like, maybe not. They do not fit an image steriotype. So it might be more interesting to see what drives them First and fore most, across the board, your audience are urbanites that commute daily. We know this, but to dig deeper we were curious Not how WE perceive them, BUT how tHey perceive themselves that will help guide Timbuk2 moving forward.digging deeper we were curious Not how WE perceive them, BUT how tHey perceive themselves that will help guide Timbuk2 moving forward. In survey of 3100+ users you asked (unaided) What 3 words would YOU use to Describe yourself? Size of word relative to response, for our I case I want you to pay attention to Practical, Creative, Smart and Active, FUN and HonestNEXT, we wanted to look at motivations.Here, you asked (unaided) what about bag made you buy it? words like bag&size speaks to your product practicality, Durability& quality comes from your product & brand nameTHEIR perception of your brand. Style, durability & quality of product= Authenticity. Ask you to pay attention to Laptop and Use and Ability speak to practicality of their DAILY COMMUTE. WE believe these attributes are the core of what makes T2 indispensable for their moving about.There are not may brands like Timbuk2. Not many brands that are truely authentic, that have a pounding hart. You grew naturally and organically from a small initiative into the serious brand you are today. You have always been demand-driven in stead of marketing-driven as the bags were initially designed for bike messengers but were adopted by the city urbanites. People discovered T2 themselves, as you never advertised. This makes the bond with the brand strong, makes your critical (and for marketers hard to capture ) consumer embrace your brand. It feels truely authentic to them because you are.

Majority find out by word of mouth and this strategy is based on that principle. 30% stated word of mouth, 21% said they saw someone wearing the bag, 13% stated they saw it online or by searching the web, 6% online store, 5% article review, 3% online blog, 2% advertisement.Important to note when asked users how likely they would be to recommend T2, over 70% said VERY. Emphasizes importance of w-o-m.STRategy based on EvEnt MarketingCreating an EnVironment to allow for Brand DiscoveryWhat are they USING it for? We see, our target, the city urbanite. Might have an office job, be a freelancer, or in school, whatEver they are, these are the people getting it done, Practical daily commuters that need to move & need the things important to allow for that. Commuting is not a task, but a FREedom of movement from place2place depending on activity& situation. Practical, Opinionated, expressive & creative, MADE tangible in Timbuk2. A BADGE of a lifestyle. Next we asked IS THIS idea of MOBILITY UNIQUE or an actual shift?Seems Mobility is a worldly interest, here in the US, the External forces our in our favor, as increased mobility directly related to technology-Wireless Connectivity & Mobile Devices(laptops & smart phones)Important- w/ the city as their playground, people need to be able to move and need the ability to take the things they need w/ them. Fortunately, the challenge it is not in your product! And the market is right for increased mobility. People are on the move and SOME are using T2 to do so, but there is tremendous potential to expand if executed properly.LACK of financial resources is a problem, but mORe pressing is in HOW you communicateLet people discover the brand themselves, embrace the brand themselves and allow people to advocate the brand themselves.TrendS - word-of-mouth is 10x more effectiveAuthenticity is in historyOne mans movement created w/ sewing machine now offering a broader range of products to allow larger audiences for various activities. T2 is providing the Basic-Equipment that allows the user to move, uncompromised, enabling the transport of Laptops, school books, cameras, iPods, WhATEVer a person may need, WHeReEver they may need it. EVENT DISCOVERY is a natural Fit.You want to Expand-Nationally, hitting every main market in the US, including the 5 cities of attraction in your study: San Francisco, Seattle, Portland, Chicago, NYC, Washington, DC BUT you HAVE NO money. To reach all the markets will be challenging, possible through Authenticity. As it has been born naturally in San Francisco, so will it have to be in other cities. The challenge is to replicate that natural birth to allow for a natural adoption. WE will Create an event that appeals to targets self descriptionsFUN, Creative, Active and Smart. Luckily exists& GUR is going to the 5 cities of attraction in your study: San Francisco, Seattle, Portland, Chicago, NYC, Washington, DC, guess what, they are hitting every major market in the US too. GUR is AdVenture, its fun, its hitting geographic targets & Racer Profiles match demos - 30+ MAKING IT A NATURAL FIT More than a RACE, and EXPERIENCE!Why does your effort have to be in replicating a natural adoption? next slideOnce selected, web page opens w/ T2 greeting and choose to either go to T2 web site or continue to Web. Our goal is to offer a service that allows people access. It offers a new point of contact w/ the Brand and will generate Free publicity.