THE ASS-KICKING KIND OF SAFETY SHOE
Bata Industrials Radiance
Disciplines
Brand and campaign conceptCURIOUS MINDSET
We've developed quite a few product campaigns for Bata Industrials. These are always exciting to work on. Often, we do more than merely develop a campaign; we also create the collection's name and marketing design. This has led to the creation of collections like Whawowa, Stur, and SUMM+. The name Radiance was established several years ago, so we focused solely on the campaign concept for the new collection. Bata Industrials challenged us to do something 'truly different.' That's what we like to hear.
MAGICAL DISCOVERY
As usual, we received a comprehensive brief from Bata Industrials, but we also sat down with them to read between the lines. We discovered that Radiance is not only about following the trend of safety shoes that look like sneakers. It's not just about the looks; Bata Industrials also cares greatly about functionality. By incorporating the innovative Bata Boosting Base technology into the sole, Radiance shoes return great energy with every step without compromising the wearer’s safety or comfort.
We seized this energy boost to introduce a rather absurd character: Boost Master Bob, a notable, eccentric muscleman of a certain age. He was set to shake up the target audience and tell them things could be more energetic on the work floor. This was a completely different approach to promoting a high-quality safety shoe, and it involved stepping outside the comfort zone of the established brand that Bata Industrials is. Bata Industrials 'put their money where their briefing was' and went all out for the concept. Casting Boost Master Bob seemed like a big challenge, but fortunately, we quickly found our leading man. He was featured in all aspects of the campaign, from packaging to video and from banner sets to product walls.
BREAKTHROUGH
The Radiance campaign was highly successful. It supported the collection's international sales and increased the visibility of Bata Industrials. Since the character of Boost Master Bob was so well received, Bata Industrials gave him some additional tasks. We also used him to recruit several major European clients, including McDonald’s directly. A year later, Boost Master Bob was also used to promote the Avenger boat in Australia. That, too, was a success, despite - or because of - his flawed English pronunciation. Will we be seeing Bob again in the future? Only time will tell...
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