Cypress-based Vans Inc. has relaunched its website, a collaboration with the Huge Inc. digital agency in Los Angeles.
“Vans.com is now the home for all things Vans, be it our latest videos, products or social media content,” Sarah Crockett, Vans’ vice president of global consumer marketing, said in a news release. “Partnering with a talented design firm, in addition to enlisting a world-class Vans team, we have realized our dream, and are excited to see how our brand fans respond to it.”
Vans’ strategy was to streamline its online presence and increase consumer engagement by “intertwining brand and product storytelling throughout the shopping experience,” employing “user-centered design to increase engagement,” and to “raise product awareness and encourage cross-channel sharing,” according to the company.
“It was imperative going into the new site development that we merge Vans storytelling and brand content while showcasing all of our product categories in the most comprehensive way for our consumers,” said Vans President Kevin Bailey. “The new Vans.com allows consumers to engage with our brand, find the product they want and from there, locate a store, buy online or purchase however they choose.”
The brand’s internal marketing team has about 85 people and works with a $55 million-plus marketing budget each year. Vans capped last year with $1.7 billion in sales.
#BecauseFutbol
Fountain Valley-based Hyundai Motor America Inc., whose parent in South Korea is the official auto partner of the 2014 FIFA World Cup Brazil, is catching “Futbol” fever.
The automaker’s advertising agency of record, Huntington Beach-based InnoceanUSA, has already churned out several print ads, all centered under one theme—Because Futbol.
In one ad, a fan admits naming a son after a left midfielder, while another shows a grown man confessing to using his daughter’s yellow and green makeup to represent his team’s colors. A third shows a woman admitting to wearing a team jersey to a dinner party.
Two new 30-second TV ads promoting Hyundai Sonata showcase fans’ devotion to the game. They will be shown on ESPN and Univision. The digital portion of the campaign is up and running on becausefutbol.com, as well as in social media, such as Twitter and Tumbler.
Boost’s New Digital Campaign
Boost Mobile LLC in Irvine kicked off a new digital campaign featuring NBA player Anthony Davis.
The New Orleans Pelicans forward stars in two 30-second commercials promoting the company’s unlimited data plan and the Milk Music free music streaming service with 13 million songs. One video, titled “Sushi,” casts Davis in a role of a sushi chef who defends a man who chose to listen to music on his Samsung Galaxy S5 rather than pay attention as his friend tells a boring fish story. Another video shows Davis take on a professor who is about to reprimand a student for listening to music instead of his lecture.
The campaign was created by 180LA, Boost Mobile’s advertising agency of record.
“We’ve flipped the world of mobile phone etiquette on its head,” Anja Duering, 180LA’s creative director, said in a news release. “People are scolded for pulling out phones in public but we’re saying that sometimes it’s the right thing to do and you can’t blame people for this indiscretion when using a Samsung Galaxy S5.”
K900 Makes Rounds
Irvine-based Kia Motors America Inc. is in the midst of a full launch of its 2015 K900 sedan, which just arrived in showrooms across the nation.
The marketing plan includes serving as the official vehicle of the Newport Beach Jazz Festival, as well as appearances at the San Diego Food and Wine Festival, the Malibu Arts Festival, Pebble Beach Concours d’ Elegance in Carmel, and Orchard Lake Fine Art Show in Detroit.
“The K900 provides a modern and different take on luxury and challenges everything people think they know about Kia, and this latest extension of our marketing efforts is designed to create opportunities for consumers to experience and interact with our new flagship at cultural and lifestyle events that are new to our brand,” Michael Sprague, Kia’s executive vice president of sales and marketing, said in a news release.
