In a competitive market, On has rapidly gained fans for its running footwear and hi-tech design. The launch of the Cloudswift and its Helion technology showed how our long-term partnership with On is helping its brand story of performance and fun to go further.
High performance. Maximum enjoyment.
On, based in Zurich, Switzerland, is a young and fast-growing company. It was founded in 2010 but its running shoes are already available in more than 50 countries across Europe, the US and Asia-Pacific.
On has won design and technology distinctions all over the world and is highly regarded by sports scientists, world-class athletes and designers. Yet On has one simple mission: to make running fun.
As a long-term partner of On, establishing its products in the UK, we have learned the best way to get the brand message across is by creating inspiring events where people can try the products.
For the launch of the Cloudswift we wanted to stay true to the On brand ethos. We wanted to introduce the media and influencers to the latest shoe through landmark events, while still making sure everyone was enjoying the moment.
“Helion ‘Superfoam’ Technology: Is On’s latest Cloudswift running shoe the most innovative ever made?”
Co-ordinating a 3-way take-off
| To ensure maximum coverage for the new Cloudswift shoe we designed a multifaceted campaign across three areas. |
1. Special preview summit
We invited a select group of journalists to Majorca, Spain, to learn more about the new Helion technology.
The event was packed with activities in a relaxed environment. Our invited media had a preview of the new Cloudswift shoe and the chance to be some of the first to try it out.
They were also joined by On founder, Olivier Bernhard, who gave an insightful presentation on the shoe, talked about the On brand and led a challenging trail run.
2. Product seeding and review programme
In the run up to the launch we ensured the Cloudswift had maximum exposure in national, specialist and regional media.
We wanted to raise brand awareness and ensure the shoe’s performance would be reviewed and shortlisted within the running community.
3. ‘Helion Your Run’ event
The ‘Helion Your Run’ event was organised in London to extend the conversation to a wider group of media and influencers.
We timed the event to coincide with the London Marathon so we could capture the attention of people attending the registration expo.
The event introduced the Cloudswift to core media and influencers from the running community. The attendees got a pair of shoes to try out with a 3k run around London Docklands. There were also yoga sessions specifically designed to help runners.
Quality, quantity and credibility
total media reach
positive reviews from highly respected publications
social media coverage from Cloudswift events
The phenomenal review coverage – the highest number for an On product in UK media to date – and the positive feedback the Cloudswift has received proved the effectiveness of our multi-faceted campaign.
The Cloudswift also received exceptionally positive reviews from well-established and well-respected journalists, specialists and publications, both in print and online.
Athletics Weekly said “It’s our favourite shoe to date, from On”. Runner’s World called the Cloudswift “a more stable run than you might find in Nike or Adidas’ flagship shoes”. While Women’s Running described it as “a super stylish, technical road shoe designed for the urban runner”.
The product seeding and review programme coupled with the venue-based events really helped to get the Cloudswift launch off to a flying start.
The direct, and informal engagement with the media by On’s founders also provided a level of detail and insight about their brand that was very well received and will help to win fans for the longer-term.
For more about Aspire’s work with On, see www.on-running.com