Sperry Top-Sider
Creative Case: Sperry Top-Sider
Sperry Top-Sider, headquartered in Lexington, Massachusetts, is an American original boat shoe brand who creates for performance, builds for quality and designs for an enduring sense of style.
Big Picture
Having invented the boat shoe in the 1930s, Sperry was on a mission to re-engage as the premier innovator in boat shoe design and technology. The company approached Crunch to help launch anti-shock and vibration technology (ASV), an in-shoe system that dampens the effects of shock and vibration on the water, reduces fatigue and sets a new standard for what boaters and anglers will come to expect from boating footwear.
Core Challenge
On the heels of a recent acquisition and with limited resources at hand, Sperry tapped Crunch to help spread the word about their proprietary ASV boat shoe technology.
Opportunity
Knowing that brands now flourish through real-world exposure and online community as much as through traditional media channels, Crunch initiated a hands-on, under-the-radar initiative to help anti-shock and vibration technology get much-needed traction prior to launch.
Solution
- Coin consumer-friendly ASV Solution™ and Lateral Dispersion System™
- Pre-launch anti-shock and vibration technology at the Miami International Boat Show
- Use convention to offer premiums and capture qualified Sperry insiders
- Develop a social network centered around Sperry's ASV Solution
- Launch the Sperry ASV Solution in general media and at point of purchase