GEOX Kids World

This fall, GEOX launched a mass media campaign across Canada to promote its new line of breathable sole shoes for adults and children.
The Italian-based shoemaker, which now operates nine shops in the country and also sells its brand through more than 350 retailers from coast to coast, chose a fairly traditional media mix to reach the adult market.
In-mall posters, full-page national magazine ad buys in leading English and French language women’s magazines, 68 print ads to be featured in eight key newspapers in the run-up to the December Holidays and a 24-page booklet, 870,000 copies of which were inserted in fashion and women’s publications, constituted the bulk of the promotional push. The aim was to focus consumers’ attention on the fact that breathability and wellness were unique to the GEOX brand, thanks to the company’s patented outsole technology.
As could have been expected, the promotional pitch is the same for the children’s footwear market. Where things get interesting, however, is in the fact that the company decided to spell out the marketing facts directly for the children, and not just for their parents.
When GEOX launched its adult-oriented campaign, it also premiered a new kids TV commercial, which it describes as a rap music video with colorful animation that present four animals fainting because of a pair of smelly shoes. That’s until Magic GEOX, the company’s superhero, saves the day by putting an end to stinky feet problems with breathable GEOX shoes.
In addition to this tale, the spot that aired in Ontario and Québec on YTV and Teletoon networks also attempted to lure customers with a gift with purchase: a handheld electronic Magic game.
The kids campaign extends to the Web as well, at MagicGeox.it, a site that serves as both an information resource for would-be customers and an entertainment destination where young GEOX fans can play, draw, color, sing, download branded wallpaper, watch videos, keep up with the Magic GEOX superhero and find a link to e-mail the GEOX fan club.
On the site, which can be read in any of six languages, kids will also find an archive of Magic GEOX magazine.
The comic strip chronicles the adventures of Magic GEOX and Prickles, his hedgehog sidekick. Together, the two jet around in their spacecraft (shaped like a GEOX shoe) and, just like in the kids TV commercial, save the victims of stinky feet with their weapon of choice—the breathable footwear.
Each new edition delivers the company’s marketing pitch via a formula that has been proven to work—be it for TV shows, feature films, comic strips or commercials. Kids do love to see goodness triumph over evil. Throw in something stinky and you’re (almost) assured to produce giggles and gain new fans.
The only problem we see is that the formula might get a little old at some point, especially for children who are used to—and even seek out—change from their entertainment providers.
Kids also like interactivity. They like to be included in the creative process, even if it has to do with a commodity like a pair of shoes.
Besides the chance to color in and draw pictures of GEOX-clad characters online, or an opportunity to dance and sing to the music of GEOX rappers, the level of interactivity isn’t very high.
One possible strategy could have been to ask members of the GEOX fan club to help write future installments of the Magic GEOX adventures—currently, each comic strip ends with Magic elaborately demonstrating how the GEOX shoes can be both waterproof and breathable, and why they are better to wear than rubber-soled footwear. It event closes with an actual shoe ad.
Doing so would not only make the tool more entertaining while preserving the connection to the GEOX brand and the particularities of its products, the strategy would prevent raising the eyebrows of parents and caregivers for whom advertising so directly to children remains unsavory, even taboo.
It is just the sort of hard-hitting marketing approach that would raise some flags for the Canadian-based Media Awareness Network, or MNet (www.MediaAwarenessNetwork.ca), a not-for-profit center of expertise and excellence in media education. Its vision is to ensure children and youth possess the necessary critical thinking skills and tools to understand and safely and actively engage with media, providing access to a wealth of information, including guidelines for advertisers to follow when they are developing campaigns with children in mind.
The idea of developing a branded entertainment component for a marketing campaign focused on children’s products and services certainly has potential. However, such a strategy can be greatly enhanced by delivering enriching content and experiences for the kids, and keeping the hard-hitting pitch for the parents.
You will not only likely achieve the same level of loyalty, but you will also enjoy an opportunity to meet your CSR goals.
One thing is certain, GEOX will continue to look for ways to deliver unique advertising and branding campaigns to reach Canadian consumers—young and old.
“We are very excited about all the components of this season’s marketing campaign, said Gino Stinziani, general manager for GEOX in Canada, when the launch was announced.
“Our company has made a significant commitment to our national growth by investing 16 percent of our sales in advertising. We are confident that it will help us achieve very strong brand awareness, gain important market shares and continue to raise the bar for the entire Canadian footwear industry. We aim at nothing less than to become one of the country’s leading shoe brands.”
Stinky feet beware!


Oct.
2007
Posted in Bitz
Bookmark and Share
« »