Since its foundation in 1898, the Saucony brand has become synonymous, among athletes and serious runners, with quality running shoes and apparel.
With their popularity in the dedicated running community already
firmly established, Saucony set their sights on achieving broader commercial appeal. Saucony approached Hub for the launch of their 2018 campaign: White Noise. Their latest footwear collection was created with more casual markets in mind and featured nine new trainers that pair Saucony’s patented technology with fashionable designs.
The brand wanted to launch the White Noise collection with a campaign that celebrated the meditative effects of running. This was to be promoted on their website and social media channels, with the introduction of video content to their marketing strategy.
Hub developed a treatment that opened up the campaign to a broader range of markets and extended its lifespan beyond what was originally planned. Working with an experienced crew and production team, a set of studio-based technical product videos, two live action commercials and a series of photographs were produced for the campaign.
For the product videos, the team used an oscar winning motion-controlled rig to get precise tracking shots of the shoes. Using 3D tracking software, the shoe was remade and graphics and text were added to to highlight all of the product features in slick, fluid movements.
The two commercials were created to target different audiences and to appeal to both male and female runners. With the brief being driven by the different sounds you encounter whilst running, the crew recorded sounds of running across London to give both commercials gritty realism. Using a rickshaw, the crew were able to capture stabilised footage of the runner in motion and emphasise the products focus as a running shoe.
The campaign immediately increased Saucony’s brand positioning, with website visits growing by 26% compared to the previous year.
“The project was a complicated global campaign involving TV, brand spots, online content and advertising. It was a great success exceeding target objectives.”
“It's not just one video we need to think about but how the different formats work across social media. We were really impressed with the amount of detail and depth that Hub have gone into.”
“What we loved about working with Hub is that they understood what we were trying to do in the industry and they took our brief and within a couple of days had a solution to that which fitted with what we had in our minds.”
“Steps to Investing brand needed to work across multiple formats from print to digital and had to be reassuring to a sceptical audience of savers. I’m really pleased with how the identity ended up and helped us launch a vital new service into the UK marketplace.”