GRAND PRIX — Dockers
Entrant Company: OMD
Category: A Local execution of Multinational campaign
The Situation: In the same way that Xerox and Kleenex became generic product references, in recent years, Dockers pants have become commoditized and synonymous with the pleated office pant.
Dockers, looking to change this perception and revitalize their brand image, wanted to take khakis beyond the cubicle and into the weekend—with modern fits and relevant style. The challenge was manifold: target the consumer who can take the message to the streets, get the consumer excited about the new Dockers and encourage him to go beyond thinking about and considering Dockers, to purchasing and discussing the pants.
Insight and Strategic Approach: To increase brand relevance and purchase consideration for Dockers among men 30-39, while breaking through the Super Bowl ad clutter, OMD’s Ignition Factory conceived a mobile response tool that made the Dockers TV ads “clickable.” By utilizing Shazam’s audio recognition mobile application (typically used by more than 75 million users to tag and identify music), the Dockers Super Bowl ad could be "tagged" by consumers with their mobile phones. Once tagged, a custom “tag results page” appears in the mobile app offering additional content, easy entry into a nationwide contest and the opportunity to submit an email address.
Media Tactics: To create a totally innovative campaign, Dockers partnered with Shazam, the mobile phone application used by more than 70 million people to tag and identify music to create the first ever Shazamable ad. Shazam’s audio recognition technology allowed us to truly converge television and mobile media—essentially making TV clickable by recognizing the unique audio of the commercial with the mobile phone. The partnership generated a first of its kind cross media integration – melding traditional media (TV) to non-traditional media (mobile & online) with a breakthrough execution.
How this Campaign may be Template for World Class Standards The unique and innovative use of mobile technology not only bolstered the communication to consumers that that the new Dockers are modern, relevant and hip but the audio-recognition interaction pushes the envelope and sets a new standard for cross media integration.
Results: The campaign extended through to June 2010, netting over 22,000 tags, 55MM impressions and generating chatter in both social media and the press in nearly 100 mentions. The unique and innovative use of mobile technology not only bolstered the communication to consumers that the new Dockers are modern, relevant and hip but the audio-recognition interaction pushes the envelope in cross media integration.