Team Speedo: The Winning Elements
Experiential Marketing Strategy
Speedo is the original swim brand, leading swimwear innovation for over 80 years. But in an increasingly crowded market, it was time to re–assert the brand’s authority and inspire consumers and stakeholders, as well as drive sales.
We present “TEAM SPEEDO: THE WINNING ELEMENTS” - 24 of the world’s best swimmers as an inspiring force of nature. They prove that Speedo is the undisputed leader of competitive swimming, adding aspirational value and reinvigorating the brand’s personality.
In December 2015 we gathered our 24 athletes with 78 Olympic medals and 17 world records, all in one room to unveil them to the world’s media for the first time. The swimmers stood within an epic installation, measuring 20m by 7m, as the 2016 incarnation of the highly anticipated Fastskin LZR Racer X suit was revealed in New York. Spectacular projection mapping charted each athlete's success as the spotlight shone on the structure to illuminate them one by one before the grand finale, which showcased them as one winning team. With over 50 media outlets in attendance, global coverage currently stands in excess of 300 pieces including Reuters, BBC, AP, Entertainment Tonight, ESPN, Daily Telegraph and Shortlist.
Those competing in 2016 will be wearing the Fastskin LZR Racer X suit, cap and goggles. Designed by Speedo’s world-renowned Aqualab innovation and research unit, the suit development was based on data from extensive 3D scanning and simulations, and in-depth feedback from swimmers, coaches and swim experts from around the world.
Product Marketing Strategy
Prior to the dramatic unveiling, we treated the audience to the global premiere of Speedo's 'Winning Elements' campaign film created in partnership with Oscar-award winning production company, Framestore. The film tells the Team Speedo story, highlighting the extraordinary elements that make up the DNA of the team and showcases their commitment, dedication and achievements. As a group of over 200 of the world's leading swimmers, Team Speedo embody the best in swimming and represent countries including the US, UK, France and Spain.
Client
Specialisms involved
Speedo is the original swim brand, leading swimwear innovation for over 80 years. But in an increasingly crowded market, it was time to re–assert the brand’s authority and inspire consumers and stakeholders, as well as drive sales.
We present “TEAM SPEEDO: THE WINNING ELEMENTS” - 24 of the world’s best swimmers as an inspiring force of nature. They prove that Speedo is the undisputed leader of competitive swimming, adding aspirational value and reinvigorating the brand’s personality.
In December 2015 we gathered our 24 athletes with 78 Olympic medals and 17 world records, all in one room to unveil them to the world’s media for the first time. The swimmers stood within an epic installation, measuring 20m by 7m, as the 2016 incarnation of the highly anticipated Fastskin LZR Racer X suit was revealed in New York. Spectacular projection mapping charted each athlete's success as the spotlight shone on the structure to illuminate them one by one before the grand finale, which showcased them as one winning team. With over 50 media outlets in attendance, global coverage currently stands in excess of 300 pieces including Reuters, BBC, AP, Entertainment Tonight, ESPN, Daily Telegraph and Shortlist.
Those competing in 2016 will be wearing the Fastskin LZR Racer X suit, cap and goggles. Designed by Speedo’s world-renowned Aqualab innovation and research unit, the suit development was based on data from extensive 3D scanning and simulations, and in-depth feedback from swimmers, coaches and swim experts from around the world.
Product Marketing Strategy
Prior to the dramatic unveiling, we treated the audience to the global premiere of Speedo's 'Winning Elements' campaign film created in partnership with Oscar-award winning production company, Framestore. The film tells the Team Speedo story, highlighting the extraordinary elements that make up the DNA of the team and showcases their commitment, dedication and achievements. As a group of over 200 of the world's leading swimmers, Team Speedo embody the best in swimming and represent countries including the US, UK, France and Spain.
Highlights
