(Digital Choice Article: 26th October 2009)
Dunlop Volley (Volley Warehouse Campaign)
I recently came across this very cool and humorous digital execution from Dunlop Volley – a well known brand but one I hadn’t seen much from in many years. I am probably not the exact target market for this brand, but it really appealed to me.
The Volley brand has a 70 year history in tennis attire and has more recently developed into a sporty/fashion brand for the sub-twenty-people demography (or those still aspiring to be sub-twenty).
The campaign centres on mock-invention ‘As Seen on TV’-style videos contained in a warehouse-style website, all of which is a tongue-in-cheek poke at trashy slash-price advertising.
The mock-inventions solve core issues of the target audience’s life, such as the Dish Jockey that enables you to do the dishes as if you were still at the party the turntables, and the Gig Viewer which ensures you can see the band regardless of where you are in the mosh-pit. The TVCs are extremely well cast, and comments on YouTube show that some viewers thought they were for real products. This is a rather scary fact, but indicates that the ads have hit the mark.
A terrific addition to the site is the user generated content capability in the Warehouse Blog which has drawn some very funny uploads. The stand-out clip for me is ‘Kaboom’. Warning though, trawling through all these clips is addictive.
With a buying audience that is very marketing savvy, the site is sure to appeal for the humorous take of slash-price star-burst adverting commonly shown today. Best of all, it’s delivered in the place where this audience spends most of their time – the internet.
What I really like about this campaign is that it doesn’t have technology as the core feature; it has a simple and humorous idea which is delivered very effectively to the intended audience online.
The campaign also doesn’t take itself too seriously, and the brand is subtly woven into the themes of the mock-inventions and site content.
A real winner for me, this one should pick up some awards but also lift sales of Volley shoes.
Kudos to Marilyn & Sons, who came up with the idea, and a big hats off to the client for running with it.
