Description of the O’Neill project
O’Neill is a known brand in the surf world. Even tough it has many surfing clothes, O’Neill also has casual products but not everybody knows it. The ones who know about the existence whether don’t like it or thinks it’s too sportive. Our goal in this project is to increase the acquaintance of the summer collection without getting the hard-core surfer disrespected about the brand. Our target is the focus group girls with the age between 17 and 20 years. Besides clothes and surf products the brand has a channel with surfing boys and girls. It shows what the company is organising and what kind of tricky things there can be held on a surfboarder, of course sponsored by O’Neill.
Our main goal is to be reached with many options and strategies. We are supposed to write down two of those strategies including our campaign. This campaign expresses our proposition and informs about the summer collection. All this shall result a positive change in the knowledge, attitude and behaviour of the brand.
Therefore it’s a big priority we search for the ‘cool’ things which has an association with the focus group. With all the instruments and strategies, combining the results of our research, we are able to reach our goal.
