The Vibram FiveFingers Brand
VibramFiveFingers are a minimalist style running shoe with slots for each individualtoe. They simulate the feeling of barefoot running, except they have a smallamount of padding to protect a person’s foot from sharp objects found in citiessuch as rocks, glass, garbage, and needles. There are many perceived healthbenefits to changing to this style of running.
Problem
VibramFiveFingers are not getting the respect they deserve by average runners becausethey look weird.
Challenge
People areafraid of changing their ways, and Vibram FiveFingers are a drastic change tothe traditional view of how people should run.
Objectives
1. Elevate Reputation of FiveFingers among serious runners.
2. Convert non-believes to brand advocates.
3. Shift thought process from, "I need a running shoe to go running," to "I need a minimalist shoe to go running."
4. Persuade people that FiveFingers are the best available minimalist shoe for running.
Audience
Males andFemales
18-40 yearsold.
Currently incollege or college educated
Run 3+ timesa week
Demonstratea competitive spirit
Purchaseequipment based on quality and performance reviews, not to look good.
Research
Interviewed4 people who read Born to Run by Christopher McDougall.
· Searching for continued improvement.
· Questioned the motives of others who run.
· Addicted to running.
Interviewed4 people who are running professionals and/or barefoot running advocates.
· Awareness and fear of injury.
· Hindsight regret for not caring about theirhealth earlier in their career.
· Desire to maintain the ability to run well intoold age.
Insight
Runners havea profound and committed relationship to running.
Strategy
Show runnersthat Vibram understands the courage it takes to make running a part of theirlives.
· It takes courage to be different.
· It’s not about going out once or twice a weekfor a jog.
· It’s a lifestyle that defines who you are andthe way you live.
· You don’t care what people think, as long as youcan run.
Tone
Moxie
The ability to face difficulty with spirit and courage.
Confidence in one's abilities.
Considerations
VibramFiveFingers is currently being sued on their health claims that describe thebenefit runners who use their product will experience.
Creative Concept and Executions
Art Director: Ece Ciftci
Copywriter: Alex Herrer
Running is not a game. Running is effort, exhaustion, sweat, tears, and constant soreness.
Running is about beating your personal bests. If running is about efficiency... who cares about the way you look.
Efficiency isn't pretty.
TV Spot
VibramFiveFingers are a minimalist style running shoe with slots for each individualtoe. They simulate the feeling of barefoot running, except they have a smallamount of padding to protect a person’s foot from sharp objects found in citiessuch as rocks, glass, garbage, and needles. There are many perceived healthbenefits to changing to this style of running.
Problem
VibramFiveFingers are not getting the respect they deserve by average runners becausethey look weird.
Challenge
People areafraid of changing their ways, and Vibram FiveFingers are a drastic change tothe traditional view of how people should run.
Objectives
1. Elevate Reputation of FiveFingers among serious runners.
2. Convert non-believes to brand advocates.
3. Shift thought process from, "I need a running shoe to go running," to "I need a minimalist shoe to go running."
4. Persuade people that FiveFingers are the best available minimalist shoe for running.
Audience
Males andFemales
18-40 yearsold.
Currently incollege or college educated
Run 3+ timesa week
Demonstratea competitive spirit
Purchaseequipment based on quality and performance reviews, not to look good.
Research
Interviewed4 people who read Born to Run by Christopher McDougall.
· Searching for continued improvement.
· Questioned the motives of others who run.
· Addicted to running.
Interviewed4 people who are running professionals and/or barefoot running advocates.
· Awareness and fear of injury.
· Hindsight regret for not caring about theirhealth earlier in their career.
· Desire to maintain the ability to run well intoold age.
Insight
Runners havea profound and committed relationship to running.
Strategy
Show runnersthat Vibram understands the courage it takes to make running a part of theirlives.
· It takes courage to be different.
· It’s not about going out once or twice a weekfor a jog.
· It’s a lifestyle that defines who you are andthe way you live.
· You don’t care what people think, as long as youcan run.
Tone
Moxie
The ability to face difficulty with spirit and courage.
Confidence in one's abilities.
Considerations
VibramFiveFingers is currently being sued on their health claims that describe thebenefit runners who use their product will experience.
Creative Concept and Executions
Art Director: Ece Ciftci
Copywriter: Alex Herrer
Running is not a game. Running is effort, exhaustion, sweat, tears, and constant soreness.
Running is about beating your personal bests. If running is about efficiency... who cares about the way you look.
Efficiency isn't pretty.
TV Spot
Commercial filmed for Vibram FiveFingers. Concept: Accept yourself as a runner, regardless of what your friends might think.
Film Credit - Ece Ciftci
Film Credit - Ece Ciftci
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