“Taking the values of the brand and delivering them to customers – face to face”
I became interested in the concept of Experiential Marketing when working in London 10 years ago. I saw the start of the media market fragmentation. No longer was television the way to reach your audience via a 30 second TV commercial in the middle of ITV’s News at TEN.
Coming from Cornwall I could see a huge opportunity to use the “untapped media” of Cornwalls packed summer beaches to promote and engage the British public with brands while they were relaxed and enjoying their holiday.
When Bare Feet launched in 2002 our first client was surf brand Animal.
Animal were known as a watch strap manufacturer based on the south coast. There aim was to develop a positioning as a credible surf brand to compete with the major players such as Quiksilver and Billabong.
We pitched the idea of creating a new type of event specifically for Animal. The research we carried out found that the Animal brand was liked by its customers for its relaxed personality. We felt this was an important differentiator that we should emphasise.
We created a surf contest called the “Animal Beach Ball” it had a new style surf contest where the surfers scored themselves which was a ground breaking approach. The event was a platform for the brand to show off other areas of it personality. The event included a mountain bike show, art exhibition, graffiti Wall, DJ’s, bands, Bikini contest. We took this new style event to other surf locations along the north coast of Cornwall. We also incorporated a Music Festival called the K Festival as an end of tour party at Polzeath in Cornwall.
Animal’s awareness grew massively in the surf press. The Animal Beach Ball helped by creating “new news” in the surf market. UK’s biggest Action Sports cable Channel “Extreme” shot an hour long TV special about the event featuring their riders and the tour.
The result was that Animal became The UK’s biggest selling surf brand.
With its success Animal has now extended its brand reach into the high street buying over 40 stores across the UK.
Bare Feet have worked with many famous brands in recent years such as Red Stripe, Smirnoff, Budweiser, Honda Motor Bikes, Top Shop, and White Stuff to create opportunities for their customers to get to know their favourite brands face to face.