Creative Brief
Who is the target audience?
The target audience for the Foot Locker sneaker truck activation will be Gen Z shoppers aged 14-29. Gen Z is DICK’S Sporting Goods’ target audience because these shoppers are becoming a larger share of the consumer market. Gen Z also influences what is trendy and culturally relevant for everyone, so by appealing to this demographic, DICK’S Sporting Goods can reach a broader audience. The primary gender target will be men who like to purchase multiple pairs of shoes and who are likely to spend a few hundred dollars on footwear each year. These shoppers prefer experiential shopping, like going in-store to feel and see their next pair of shoes, rather than scrolling online. Additionally, these shoppers follow social media influencers and likely research their future purchases on social media apps.
Where will this ad appear?
This advertisement campaign will appear in OOH locations in urban areas where the sneaker truck will appear, such as Milwaukee for Summerfest, Los Angeles for the FIFA World Cup, and Chicago for Lollapalooza. These OOH advertisements will raise awareness of the campaign by placing them in high-traffic urban areas where Gen Z consumers may commute or spend time. These OOH advertisements will encourage consumers to learn more about the sneaker truck, with QR codes that send them to our event page with all the information they may need.
What is the goal?
The goal of this advertising campaign is to increase brand awareness and cultural relevance for DICK’S Sporting Goods. These ads are essential for introducing DICK’S Sporting Goods’ new ownership of Foot Locker and making it a brand relevant to Gen Z through this trendy activation.
What is the current perception of the brand vs the desired perception of this ad?
The current perception of DICK’S Sporting Goods is that of an expansive retailer that sells products for athletes in big-box stores, with little cultural relevance. Instead, the desired brand perception for DICK’S Sporting Goods is a trendy brand that sells high quality products and offers expansive sneaker collections.
Why do we need this ad?
This ad will increase awareness of this new and unique event, unlike anything DICK’S Sporting Goods has done before. These ads will capture consumers’ attention and encourage them to learn more about the sneaker truck activation. This event will spark interest among Gen Z in the brand, hopefully keeping DICK’S Sporting Goods top of mind when they need athletic apparel, footwear, or accessories.
Bus Shelter
Bus Shelter #2
Billboard
