client: converse
An event that was part of a rebirth for Converse, which reconnected with a youthful audience and stood out in a crowded marketplace.
Challenge
Converse wanted to re-live its place as the leading basketball shoe in America. Around the same time, the Indiana High School Athletic Association (IHSAA) was about to celebrate its 100-year anniversary. Indiana basketball, “the basketball capital of the world,” would not be what it is today without Converse. BRAINBOX knew they would need to create a truly unique once-in-a-lifetime experience to help Converse achieve its goals, while also helping the Indiana High School Athletics Association (IHSAA) celebrate its 100-year anniversary. And thus, “100 YEARS IN 100 DAYS” was born to capture the excitement and impact of 100 years of high school championships in the state that calls itself the basketball capital of the world. This event bridged the span of generations who have been part of high school basketball throughout the years and united the cities, suburbs, and “small town” rural communities in a celebration of their common denominator.
CLIENT
The SLFC was looking to educate a new generation of students about their options to pay for college, so they came to the BRAINBOX team for help. But there were a few stipulations: How do you find students who intend to go to college and might be interested in student loans? How do you find the students who were most likely to graduate and start careers, making them good loan customers?
RESULTS
“Basketball may have been born in Massachusetts, but it really had its origin in Indiana, which remains the center of the sport.” Dr. James Naismith, Inventor of the Game of Basketball
Converse wanted to connect to the past and look to the future, which the 100 Years in 100 Days Tour delivered on in spades. We successfully targeted a youthful audience for Converse, while linking them to their rich history and the history of Indiana basketball.
The event was part of a rebirth for Converse, which reconnected with a youthful audience and stood out in a crowded marketplace. Converse saw increased traffic to retail outlets across the state thanks to this effort and the statewide media attention the events garnered.
“We had a fantastic time working with BRAINBOX. We absolutely love everything they did for us with the Converse 100 Years IN 100 Days Celebration. Our brand will reap the benefits of this one for a long, long while.”
Dennie Wendt | Converse VP of Marketing
Here’s How:
Memorabilia Tour Creation
Parade of Champions
Graphic Design/Marketing Materials
All-Star Walk of Champions
Indiana Legends Reunion
Media Coverage
website creation
public relations
promotional events/materials
Challenge
Converse wanted to re-live its place as the leading basketball shoe in America. Around the same time, the Indiana High School Athletic Association (IHSAA) was about to celebrate its 100-year anniversary. Indiana basketball, “the basketball capital of the world,” would not be what it is today without Converse. BRAINBOX knew they would need to create a truly unique once-in-a-lifetime experience to help Converse achieve its goals, while also helping the Indiana High School Athletics Association (IHSAA) celebrate its 100-year anniversary.
OUR APPROACH
And thus, 100 years IN 100 days was born to capture the excitement and impact of 100 years of high school championships in the state that calls itself the basketball capital of the world. This event bridged the span of generations who have been part of high school basketball throughout the years and united the cities, suburbs, and “small town” rural communities in a celebration of their common denominator. BRAINBOX created the following components for Converse:
- Converse 100 Years Memorabilia Tour
- Converse Parade of Champions
- Graphic Design
- Converse All-Star Walk of Champions
- Indiana Legends Reunion
- Media & Public Relations
- Converse 100 Years IN 100 Days Website
- Converse Promotional Materials
“Basketball may have been born in Massachusetts, but it really had its origin in Indiana, which remains the center of the sport.“
Dr. James Naismith, Inventor of the Game of Basketball
In town after town, the role of CONVERSE in Indiana basketball history was re-lived and related by the very people who made it famous. In fact, throughout the tour, many former high school players shared the same sentiment:
“I knew I made the team when Coach told me to go get my Chuck Taylors.”
RESULTS
Converse wanted to connect to the past and look to the future, which the 100 Years in 100 Days Tour delivered on in spades. We successfully targeted a youthful audience for Converse, while linking them to their rich history and the history of Indiana basketball. The event was part of a rebirth for Converse, which reconnected with a youthful audience and stood out in a crowded marketplace. Converse saw increased traffic to retail outlets across the state thanks to this effort and the statewide media attention the events garnered.
“We had a fantastic time working with BRAINBOX. We absolutely love everything they did for us with the Converse 100 Years IN 100 Days Celebration. Our brand will reap the benefits of this one for a long, long while.”
Converse VP of Marketing
Dennie Wendt
