The best creative communication campaigns should bring about unique and unforgettable experiences for the target demographic. A current trend in campaigns is that the brand not only seeks to define and over-expose the image of a product, but to make the masses feel identified with it and with the whole lifestyle it represents. The identity and personality of a product say everything about its target consumer, and can even define it.
Converse Color Barcelona Campaign
Converse Color Barcelona Campaign
This campaign created a hype through guerrilla street-marketing actions in the most emblematic areas of Barcelona, allowing people to keep painted items in the Converse colors as a souvenir of the Campaign. 300 bikes were painted with the colors from the new
collection and spread in key places in the Catalan capital.This action
consisted in doing something very
altruistic like leaving bikes in the street, that people could try and
go away with, for free. It was possible to locate the bikes through the
Converse profile on Facebook, thus also exploiting the power of social media. At the end of the party, a
mosaic with the Converse colors was created with beach accessories
(sunshades, mats, balls and beach bags). Like the
bikes, all those elements were given to those who found the beach.
