Mick Fanning
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Mick Fanning
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Mick Fanning
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Mick Fanning
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Mick Fanning
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BACKGROUND - Speeedfins was a new surfboard fin system aiming to become a serious player in the global surf market. After two years of sales, marketing and advertising activity, the brand had failed to gain traction in the marketplace.
OBJECTIVES - Turn an unknown Australian surf fin into a global surf brand by building credibility amongst surfers, shapers, media and retailers alike to build international sales and distribution.
STRATEGIC INSIGHT - For credibility, brands need top pro surfer endorsement, however surf advertising was formulaic and undifferentiated (usually a surf shot with logo).
SOLUTION - Own speed (do it bigger and better than anyone else). To sponsor Mick Fanning - the world’s ‘fastest’ surfer, and leverage his ‘fast’ reputation. A newcomer with little awareness or money we had to turn surf brand marketing on its head.
CREATIVE IDEA - Mick Fanning on Speeed is so fast he can’t be contained by the media spaces bought by the brand. To further leverage Mick’s endorsement we showed the effect Mick’s surfing on Speeedfins had on innocent onlookers.
MEDIA USED - The idea was integrated via magazines, online, POS, collateral and promotions. With the shapers and retail sales staff playing a critical role in the success of surf brands due to the face-to-face interaction with the end consumer, we also integrated a comprehensive trade program.
RESULTS - Signing Fanning caused instant awareness and credibility resulting in a massive PR shockwave around the global surf industry, sending website hits from 150 to over 3,000 per day. Speeedfins gained momentum and global distribution in South Africa, US, Japan, New Zealand and South America and the campaign ran around the world in four different languages.
