The integrated campaign includes television, smartphone applications, in-store promotions, outdoor advertising and online activity.
The television ads, which break this week in the UK, U.S. and Italy, were created by Leagas Delaney and aim to communicate the benefits of speed to an outdoor runner. They feature a runner being chased through the forest by wild animals including wild boar, a pack of wolves and a bear. The runner is able to outrun the animals thanks to his Timberland Mountain Athletics running shoes.
The TV campaign is supported by press ads and in-store point of sale material carrying the same visuals.
Online activity will include digital sponsorships on online video service Hulu.com and playlist integration on internet radio service Pandora.com. Other support includes PR activity directed towards trend bloggers and magazines.
Jim Davey, Timberland vice president of global marketing says: “Our new worldwide marketing campaign, with its combination of social and digital media, innovative advertising and public relations, creates a meaningful conversation with our young consumers and demonstrates Timberland’s commitment to integrated marketing around the world.”
Davey was appointed to VP of global marketing by Timberland in August, replacing Carol Yang.
Media planning and buying has been handled by Vizeum.