With a limited amount of time, we had to create an effective way for Wilson to engage with consumers during events. The request was driven by the increased need of brand interaction with Wilsons' millennial consumers. The execution had to be simple enough to allow for easy manufacturing, transportation, quick multiple engagements, brand relevance and within budget.
I asked one simple question to everyone in the meeting. Why not allow our consumers to feel like our players in our red campaign?
I explained that we can have the consumer pose with our W's at events with or without our product. It's not only a solution for tennis but can be used for Racquet sports as a whole. Our other business units, football, basketball, golf, soccer and volleyball can adopt this as well. Consumers can also share their images on social networks via #MyWilson.
The Wilson Big W development was quite the process. We worked with a great team of people to bring this product to life. It was manufactured with two different types of texture. We had a white W and a red W. These were well received by consumers and Wilson Corporate. They flew this W all over the Nation. That was until they started manufacturing these for the different areas to be held onsite.
United States Marine Corps veteran turned creative problem solver. With his 10 years in advertising & marketing as a creative consultant, he has the ability to help in several categories of design and strategy.View Profile