The challenge Lonsdale’s brand identity needed to be re-energised. Splendid Australia was challenged to the new brand positioning and re-engage consumers with the brand.
The insight The Lonsdale brand has a strong heritage in boxing and sports. Splendid leveraged this to re-engage consumers.
The idea Recognised for their fighting spirit and raw talent, the Lonsdale brand ambassadors were brought together to teach youths how to develop the skills and attitude required to succeed in the face of adversity. This was done in partnership with the Police-Citizens Youth Clubs (PCYC).
The work To launch the joint initiative between Lonsdale and PCYC, Splendid worked with six of Australia’s toughest sporting heroes to celebrate what it means to be a “Real Fighter”. Splendid created a branded visual story, bringing the Lonsdale brand personality to life.
Splendid arranged one-on-one interviews with the sporting ambassadors and carefully managed invited media to ensure brand messaging cut-through despite a busy sporting news agenda.
Splendid managed social media conversations on the day ensuring ambassadors were using their own social networks to talk about the campaign launch and to drive followers to @LonsdaleAU.
The Results Splendid achieved 94 pieces of coverage across national TV, print and online media securing 45 million impressions.
Coverage highlights include exclusive behind-the-scenes segments on Channel Nine News and the NRL Footy Show; a double-page picture story in The Daily Telegraph; and news coverage on Channel 10, Channel 7, Today Show, Fox Sports and Sky News.