The document describes Diesel's "Be Stupid" marketing campaign. The campaign's goal was to engage younger customers and establish Diesel's brand personality as courageous, creative, and provocative. Some key tactics included print and digital advertising, events, guerrilla marketing, and social media initiatives like Foursquare check-ins and a Facebook app called Facepark. The campaign was largely effective at attracting customers and building the brand but could have been improved by strengthening brand linkage in some elements and exploring additional mobile marketing opportunities.
9. DIESEL OBJECTIVES
1. GET CONSUMERS TO VISIT STORES AND
INTERACT WITH THEM ONLINE
2. ESTABLISH BRAND PERSONALITY:
COURAGEOUS, CREATIVE, PROVOCATIVE
3. ENGAGE CUSTOMERS, MAKING BRAND
MORE RELEVANT AND ACCESSIBLE
47. FACEPARK EVENT
“I DIDN‟T KNOW IT WAS A DIESEL EVENT.”
– S. GODIN*, ATTENDEE
“SMALL AND WEAK BRAND LINKAGE.”
– DR. FEEL*, PSYCHOLOGIST
*People depicted are entirely fictional