Celebrating their 90th birthday, Channelzero won the Speedo contract in a competitive pitch in January 2018 to provide all creative and content across key communication channels – digital, retail and PR – for all markets, with a focus on the UK, China, France, Germany and here in Australia.
The main objective for the agency was to celebrate the Speedo brand and its’ heritage, increasing brand awareness and pushing beyond its association with performance swimming.
What we did
Speedo needed to move from a functional to loved and desired brand through its emotional connection and resonance with consumers. In order to define the Creative Territory that would enable us to achieve this we immersed ourselves in consumer insight across a broad cross section of swimmers. A common theme emerged – an innate love of the water.
Whether it be young or old, ocean or pool, woman or man the relationship an individual has with the water is extremely personal yet at the same time absolutely universal. Tapping into this passion, pride and emotion became our opportunity.
The ‘Water Baby Forever’ Campaign was born.
This universally recognizable yet colloquial phrase beautifully captured our challenge, and in positioning it alongside the Speedo logo, incredible images of real people enjoying the water and a ’90 years young’ signoff – the campaign was launched.
Tasked with creating purposeful social and online hero content with specific market executions, Channelzero sought to develop a short-term campaign that supported a change in brand perception, increasing global appeal and relevance today with a wider swim audience.