I have never ever worked with a team who have understood my business and brand so quickly, every time work is presented to me it fits my brand perfectly. I almost don ’Ùt want the rest of the world to find out about Furore so we can keep them to ourselves.
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Dunlop Tennis 07
The brief
Working in conjunction with the in-house team at Dunlop, Furore were approached to design and produce a print advertising campaign to support the launch of their new range of pioneering Aerogel tennis equipment in 2007.
Our approach
Furore worked closely with the in-house team at Dunlop to develop a brand communication strategy for the new product range that would raise awareness of the brand and communicate the unique characteristics of the new technology to consumers. Aerogel is an incredibly strong and lightweight material, developed initially as part of the US space program and never before used in sports equipment. Through the use of the ’ÚNext Generation Racket Technology ’Ù and creation of a visual style that implied the birth of a futuristic ’Úalien ’Ù technology we were able to effectively communicate the new range ’Ùs key benefits and attributes and successfully position the brand above and apart from Dunlop ’Ùs competitors in the mind of the consumer.
Deliverables
As part of the campaign Furore developed a brand strategy and implemented it via a print campaign that was rolled out globally in national press and national and international sports publications.
OutcomeThe Aerogel tennis range has been one of Dunlop ’Ùs greatest successes in recent years. Not only did product sales exceed all expectations, the campaign dramatically increased Dunlop ’Ùs profile among tennis players the world over. The campaign itself achieved immediate industry recognition and was short listed for the 2007 Sports Industry Marketing Award alongside Adidas, Head and Umbro. Due to its success Furore have been further commissioned to develop the 2008 brand strategy and implement it globally both on and offline. |
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