'Unkickable' Timberland boots glorifies the idea of unfinished business

Jenny Chan

Timberland built on the past success of its unusual China marketing campaign to promote its boots among young Chinese consumers, with videos that mostly avoided the faces of wearers in favour of shots of the products, and counter-intuitively stressed that the individuality of the boots increases with age.

Campaign details

Award name: ROI FestivalAward category: Video Creativity and Digital Media IntegrationAward level: GoldBrand: TimberlandBrand owner: VF CorporationCampaign name: 踢不烂Agencies: SG and Activation Nodeplus (Shanghai)Industry category: Clothing and AccessoriesRelease date: May and August 2018Budget: RMB 10-20 millionCountry: China

Background

Consumer surveys showed that Timberland fans in China were a niche group of males living in first- and second-tier cities and mostly individuals with ‘attitude’. But this group also exhibited strong brand stickiness and a high level of product satisfaction even at price points over RMB1,000...

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