Iris Case Studies Revitalizing Speedo's Brand Image Through IoT and Experiential Marketing

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	Revitalizing Speedo's Brand Image Through IoT and Experiential Marketing Iris

Revitalizing Speedo's Brand Image Through IoT and Experiential Marketing

Iris

Applicable Industries	Chemicals
Applicable Functions	Product Research & Development Sales & Marketing
Use Cases	Time Sensitive Networking
Challenge	Speedo, a leading swimwear brand with over 80 years of innovation, was facing a challenge in an increasingly crowded market. The brand needed to reassert its authority, inspire consumers and stakeholders, and drive sales. The challenge was to prove that Speedo is the undisputed leader of competitive swimming, adding aspirational value and reinvigorating the brand’s personality. The company needed a strategy to showcase its new product, the Fastskin LZR Racer X suit, and to highlight the achievements of its team of world-class swimmers, Team Speedo. Read More
About Customer	Speedo is a globally recognized swimwear brand, known for its innovation and quality. The brand has been leading swimwear innovation for over 80 years and has a strong presence in the competitive swimming market. Speedo's customers range from professional athletes to casual swimmers, all of whom value the brand's commitment to quality, performance, and innovation. The brand's products are used by swimmers in various countries including the US, UK, France, and Spain. Speedo's customer base also includes the world's leading swimmers, who make up Team Speedo. Read More
Solution	Speedo implemented an experiential marketing strategy, presenting 'TEAM SPEEDO: THE WINNING ELEMENTS', a group of 24 of the world’s best swimmers. In December 2015, Speedo gathered these athletes, who collectively held 78 Olympic medals and 17 world records, to unveil them to the world’s media. The swimmers stood within an epic installation, measuring 20m by 7m, as the 2016 incarnation of the Fastskin LZR Racer X suit was revealed in New York. The event used spectacular projection mapping to chart each athlete's success. The Fastskin LZR Racer X suit, cap, and goggles, designed by Speedo’s world-renowned Aqualab innovation and research unit, were based on data from extensive 3D scanning and simulations, and in-depth feedback from swimmers, coaches, and swim experts from around the world. Read More Log in to view content
Contents

Applicable Industries

Chemicals

Applicable Functions

Product Research & Development

Sales & Marketing

Use Cases

Time Sensitive Networking

Challenge

Speedo, a leading swimwear brand with over 80 years of innovation, was facing a challenge in an increasingly crowded market. The brand needed to reassert its authority, inspire consumers and stakeholders, and drive sales. The challenge was to prove that Speedo is the undisputed leader of competitive swimming, adding aspirational value and reinvigorating the brand’s personality. The company needed a strategy to showcase its new product, the Fastskin LZR Racer X suit, and to highlight the achievements of its team of world-class swimmers, Team Speedo.

About Customer

Speedo is a globally recognized swimwear brand, known for its innovation and quality. The brand has been leading swimwear innovation for over 80 years and has a strong presence in the competitive swimming market. Speedo's customers range from professional athletes to casual swimmers, all of whom value the brand's commitment to quality, performance, and innovation. The brand's products are used by swimmers in various countries including the US, UK, France, and Spain. Speedo's customer base also includes the world's leading swimmers, who make up Team Speedo.

Solution

Speedo implemented an experiential marketing strategy, presenting 'TEAM SPEEDO: THE WINNING ELEMENTS', a group of 24 of the world’s best swimmers. In December 2015, Speedo gathered these athletes, who collectively held 78 Olympic medals and 17 world records, to unveil them to the world’s media. The swimmers stood within an epic installation, measuring 20m by 7m, as the 2016 incarnation of the Fastskin LZR Racer X suit was revealed in New York. The event used spectacular projection mapping to chart each athlete's success. The Fastskin LZR Racer X suit, cap, and goggles, designed by Speedo’s world-renowned Aqualab innovation and research unit, were based on data from extensive 3D scanning and simulations, and in-depth feedback from swimmers, coaches, and swim experts from around the world.

Impact #1	The experiential marketing strategy successfully reinvigorated Speedo's brand personality and reasserted its authority in the competitive swimming market. The unveiling event created a significant buzz, with over 50 media outlets in attendance, and global coverage exceeding 300 pieces. The event successfully showcased the Fastskin LZR Racer X suit and highlighted the achievements of Team Speedo. The strategy also added aspirational value to the brand, positioning Speedo as the undisputed leader in competitive swimming. The use of IoT in the form of 3D scanning and simulations for product development demonstrated Speedo's commitment to innovation and quality.

Impact #1

The experiential marketing strategy successfully reinvigorated Speedo's brand personality and reasserted its authority in the competitive swimming market. The unveiling event created a significant buzz, with over 50 media outlets in attendance, and global coverage exceeding 300 pieces. The event successfully showcased the Fastskin LZR Racer X suit and highlighted the achievements of Team Speedo. The strategy also added aspirational value to the brand, positioning Speedo as the undisputed leader in competitive swimming. The use of IoT in the form of 3D scanning and simulations for product development demonstrated Speedo's commitment to innovation and quality.

Benefit #1	Over 50 media outlets attended the unveiling event, providing extensive coverage.
Benefit #2	Global coverage of the event exceeded 300 pieces, including major outlets like Reuters, BBC, AP, Entertainment Tonight, ESPN, Daily Telegraph, and Shortlist.
Benefit #3	The team of 24 athletes collectively held 78 Olympic medals and 17 world records.

Benefit #1

Over 50 media outlets attended the unveiling event, providing extensive coverage.

Benefit #2

Global coverage of the event exceeded 300 pieces, including major outlets like Reuters, BBC, AP, Entertainment Tonight, ESPN, Daily Telegraph, and Shortlist.

Benefit #3

The team of 24 athletes collectively held 78 Olympic medals and 17 world records.

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Overview

Revitalizing Speedo's Brand Image Through IoT and Experiential Marketing

Operational Impact

Quantitative Benefit