“The brief was basically pretty simple: How do you bring Oakley Meta to life and [showcase that] it gives athletes an edge on and off the field?,” Kimberley Blanding, Meta’s international director of wearables advertising, instructed ADWEEK.
Mother developed an idea centered on centering the product itself—whereas additionally highlighting the flexibility of that product throughout athletic actions. “There was a strong intent on not just focusing on super A-list talent celebrities like Spike Lee or Marshawn, and really showing the breadth of athletes that it can help,” stated Ben Bliss, group inventive director at Mother. Bliss added that the workforce needed to “show a range of the types of places that Meta AI can actually provide real-time insights. That’s why you have a mix of things like skydiving, but you also have ultra running, and you also have skateboarding.”
The marketing campaign, ‘Athletic Intelligence Is Here,’ will likely be prolonged within the coming weeks throughout digital and social channels.
In assessing the marketing campaign’s general efficiency and return on funding, Meta will likely be in search of a raise in consciousness, gross sales, and visitors, Blanding stated.
The exec declined to specify Meta’s complete funding on the marketing campaign.
In the lead-up to Super Bowl LX, NBCUniversal bought some 30-second spots for upwards of $10 million, with many going for round $8 million.