CAMPAIGNS: CONSUMER PR; Rooster’s boost for flashy Dunlop

Client: Dunlop Green Flash PR Team: Red Rooster PR Campaign: Relaunching the retro ‘1555’ shoe and launching the spring/ summer 1996 range Timescale: January - June 1996 Budget: pounds 13,000

Client: Dunlop Green Flash

PR Team: Red Rooster PR

Campaign: Relaunching the retro ‘1555’ shoe and launching the spring/

summer 1996 range

Timescale: January - June 1996

Budget: pounds 13,000



When Fred Perry served for victory at the Wimbledon tennis championship

in the 1930s, he was wearing a pair of Dunlop Green Flash shoes. So were

bands such as Sweet when they appeared on Top of the Pops in the 1970s.

Then, just when you had finally thrown your old pair out, the Summer of

1995 saw the Green Flash hitting the dance floors of Britain’s trendiest

clubs.



Taking advantage of this nostalgic trend, Dunlop worked with fashion

retailer Red or Dead to build the classic plimsoll’s profile and design

a range of new leisure footwear for the mid-1990s under the Green Flash

brand.



Objectives



To relaunch the ‘retro’ 1555 trainer and launch the spring/summer 96

range on to the youth market.



Tactics



Dunlop’s research had shown that its target audience was unimpressed by

sports star endorsement and Red Rooster focused on the booming British

dance music scene.



It targeted DJs - the rock stars of the 1990s - and invited 70 top

‘jocks’ into its offices. DJs such as Danny Rampling and Smokin’ Jo were

asked to complete a questionnaire and choose a pair of shoes from the

new range.



‘We tried to keep it underground,’ says Red Rooster’s Giles Hurst, ‘so

there were no photocalls. Just by wearing the shoes, DJs give them

street cred and stylish endorsement.’



Red Rooster targeted other areas of the dance scene. Staff in ‘hip’

independent dance music shops in London, Nottingham, Manchester,

Newcastle and Glasgow were sent shoes. The agency also focused on

leading club promoters, young TV celebrities such as EastEnders’ Patsy

Palmer (Bianca) and ‘Britpop’ bands such as Echobelly and Oasis.



The decision by the latter’s Gallagher brothers to purchase some Green

Flash in May was claimed and exploited by the agency with a special

give-away in the Daily Star.



The link between youth icons and the revitalised Green Flash was sold to

relevant media.



Results



Red Rooster’s relaunch story appeared in 16 dance and teen/style

magazines, three national newspapers and a selection of regional and

listings publications. The agency claims a total readership of over 33

million.



Highlights were almost a full page in Wax magazine, an eighth of a page

in the Daily Telegraph and the front page of Newcastle’s Express style

magazine.



The Daily Star give-away received 82,000 responses and Red or Dead sold

out shortly afterwards from the boost in demand.



The editorial success persuaded Dunlop to re-allocate some of its

advertising budget to Red Rooster and the coverage, particularly in

‘men’s fashion bible’ FHM magazine, was a major factor the decision by

retailers Woodhouse and Harvey Nichols to stock the brands.



Verdict



Red Rooster’s approach doesn’t appear outstandingly new but its

expertise in youth culture effectively linked youth icons with the

product and achieved considerable coverage for the low budget.



Dunlop Footwear’s international marketing manager Mike Price says:

‘Apart from the major style magazines, we also broke into the cutting

edge club magazines with the message that Green Flash are cool.’



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