Sneaker Skills
Foot Locker
Issue 24 | September 2012
Agency
AMV BBDO
Creative Team
Copywriter: Charlotte Adjoran Art Director: Michael Jones
Production Team
Agency Producer: Angela Eleini Production Company: Outsider Production Company Producer: Zeno Campbell Post Production Company: The Mill Audio Post Production: 170mph
Other Credits
Director: Scott Lyon Media Agency: OMD International Media Planner: Thelma Martin Agency Planner: Tom Johnstone, Peter Zezulka Agency Account Team: Jonny Spindler, Kate Taylor, Samantha Morgan
Date
May 2012
Background
Foot Locker’s employees, otherwise known as ‘Stripers’, have more sneaker knowledge and expertise than any other sneaker store. They are obsessed with sneakers, their passion is beyond reason.
Idea
The campaign set out to demonstrate that Foot Locker is the ultimate destination for sneakers by showcasing some of the nifty skills their Stripers have acquired over the years.
As well as engaging Foot Locker staff and consumers, a crucial element of the campaign was in getting them to test their Sneaker skills as well as teaching them a few new tips and tricks.
The viral was shot from a Striper’s perspective, as he captured the behind the scenes skills of his work mates on his mobile. It was important that the ad felt youthful and current/on trend with popular online videos – ‘is it real or fake?’ driving the social conversation.
Results
Over 850,000 views since launch.
Our Thoughts
At first glance this looked like a TV ad given an extra lease of life online. But it is more than that. It is an invitation to Foot Locker fans and followers to create their own videos, show off their own feats (pun intended) and go to the brand’s Facebook page to take part in various quizzes and games. Currently they have nearly 1 million Likes.
The best bit, though, is it must be making Stripers feel good about what they do as kids come in and ask for a demo of their juggling/balancing skills. A motivated employee is one who makes money for you.