We created a integrated campaign for Leatherman Tread.
We executed 3 magazine ADS as well as a digital component. Our digital idea was to have an APP that users could go online and find out which tools are best on the tread for their specific project.
The Big Idea
Leatherman Tread can be very overwhelming with all of the tools that it has to offer. We wanted to simplify everything to make it easier to understand. Our campaign idea is to show one area of the tread and give examples of things you can fix. In this case you can fix it all, you are the handyman.
Strategy Statement
Our client, Leatherman Tread wants to increase brand awareness to the target audience who are from the “New Empty Nests”. They are composed of upscale older Americans who pursue active-and-activist-lifestyles whom their children have recently moved out of the house.
“Handy-dandy portable tool” is the strategy that will be used in reminding our users that Leatherman Multi-Tool is a wearable, portable, safe and easy gadget that is useful for quick fixes.
With this strategy, I hope the target market will find the Leatherman Tread multi-tool bracelet a useful need to be worn and carried around as a fashionable statement. As such, I plan to change to lighter materials that will make the weight more favourable to the wearers to justify their purchase.
Positioning Statement
To the Household Fixer, Leatherman Tread is a supreme gadget that adds style to your wrist and convenience during your everyday projects.
Group members: Sam Kagan, LaSheta Skinner, Sonya Patcharapinyopong
