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Fashion

Umbro.com Global Website

The Brief

Having worked with Umbro for four years, Brahm were recently tasked with creating and developing a new website section and online campaign to promote the premium sportswear range and highlight the Umbro SX boots - the first to feature Umbro's new waterproof technology.

Umbro commissioned underwater photographer Zena Holloway to complete a photo shoot at the Pinewood Studios’ water tank, using Barcelona midfielder and Umbro-sponsored player Deco. Umbro wanted us to promote and showcase the new boot and communicate the key product benefits.

 

Umbro website

We didn't think that you could better the work you produced for Sx last year - but you've exceeded yourselves

The objectives

  • Effectively promote the Umbro premium range and new SX boot by bringing the campaign and to life.
  • Drive global exposure to the Umbro range by combining viral marketing, website activity and mobile phone downloads.
  • Provide a unique brand experience that would get consumers talking about Umbro's new product ranges.
  • Promote and showcase products by positioning strongly online for maximum exposure, for instance on YouTube.

The solution

We devised a campaign that effectively combined Vvral marketing, website activity and mobile downloads in order to promote the range to its full potential. Film footage from the photo shoot was used to develop an online video feature, which was then integrated into the new SX section on umbro.com. This was supported by exclusive downloads and secret clues to enter a competition. The section was created in three languages: English, Chinese and Spanish and the video feature was 'viral-able' so that users could share with others to create global awareness and an online 'buzz' about the new Ultra SX football boot.

The results

After three weeks, the video had created such a buzz that it had been viewed almost 35,000 times on YouTube, without any seeding activity or direct promotion. The campaign was also covered in The Sun newspaper and Maxim magazine.

Visit: Umbro.com

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