With many using DVRs to skip commercials, product placement within entertainment provides an unavoidable option. Taking that concept, TenCate Protective Fabrics (marketer) and Super Chief (agency) placed products into original entertainment programming in hopes of elevating a brand and generating interest among target audiences.
TenCate Protective Fabrics creates and manufactures the flame-resistant textiles that protect firefighters, utility linemen and the military. We need to engage our disparate target audiences and highlight the best attributes of our technical fabrics.
The "Prepare for the Impossible" campaign allows TenCate Protective Fabrics to exhibit our products in the worst circumstances without appearing tragic. After all, flame-resistant technical textiles save lives when a flash fire, electric arc fire or some other environmental circumstance occurs.
"Prepare for the Impossible" targeted end users, a growing majority of whom are Generation X. Our market research found more than 80 percent had an active account on some social media with the largest concentration on Facebook. The goals of the campaign were remarkably simple:
- Find and engage our target audiences on social media, growing our presence (especially on Facebook).
- Encourage a few of those who wore TenCate textiles to share their "impossible stories" (for a 2016 campaign).
- Garner brand attention.
If you think about what you're wearing right now, you will likely know who made the garment (Izod, Levi's, etc.) or the fiber content (cotton, nylon, etc.). Knowing who made the fabric itself remains a mystery.
TenCate Protective Fabrics wanted to distinguish our textiles and the key differentiation attributes in attention-grabbing content that resonated with the target audiences. Research found recognition and positive reaction among more than 90 percent of the markets with two cultural icons: "The Walking Dead" television show and the 1996 movie "Independence Day."
With those two popular culture references, two story lines were developed to intertwine the work lives of iconic characters in our target audiences.
Our research showed more than 75 percent of firefighters maintained and accessed a Facebook account while the other target audiences of utility linemen and military were less concentrated. All content would be distributed via Facebook, YouTube, LinkedIn, Twitter and, for shorter video segments, Instagram, to achieve maximum saturation. A microsite at PreparefortheImpossible.com along with content on our website at TenCateFabrics.com, print ads and online ads supported the campaign.
Series One: Zombies Attack
The first story line, broken down in six parts, follows a firefighter, a utility lineman and a member of the military confronting a sudden influx of zombies. Each part is a YouTube video about a minute long, during which we highlight one fabric feature. We incorporate the science and technology within the video and, for those whose tastes might not include the undead, we create separate science pieces.
For example, the zombie bite in the third part highlights a particular standards test, tensile strength. Fabric strength is particularly important to firefighters who not only confront flames but twisted metal wreckage and splintered wood during rescues. A science video, including TenCate engineers, specifically mentions firefighter outer shell fabric strength.
Some zombie video segments appear in smaller 6-second and 15-second previews prior to the main piece along with memes and other supporting social media messages using the hashtag #Prepare4Impossible.
Series Two: Alien Invasion
This story line was segmented into seven parts, again following each iconic character. Series Two includes Coolderm Technology, a comfort platform available across all three markets. The campaign especially facilitated the ability to show off Coolderm Technology with a detailed animation.
Previews of the Alien Invasion along with memes and more appeared via social media to support the release of Series Two, along with the hashtag #Prepare4Impossible.
Campaign Ending
As "Prepare for the Impossible" came to an end, target audience members were invited to tell their stories when confronting flames, electric arc flashes or other "impossible" circumstances in order to receive an iconic poster from the campaign.
More than 250 good stories were provided, each with a compelling incident to report upon. These will serve as the inspiration for a 2016 campaign.
The following measurements of "Prepare for the Impossible"
- The Facebook account of TenCate Protective Fabrics blossomed from around 5,000 Likes to more than 25,000 during the campaign.
- The hashtag #Prepare4Impossible reached more than 450,000 in a limited audience.
- Moreover, more than 250 members of our target audience shared their own stories of when their flame-resistant clothing protected.
The most significant might be the brand impact. This fabric industry is shifting with decision makers equally spit between Baby Boomers and Generation X, with Gen X overtaking the older group. This campaign sets up TenCate Protective Fabrics for the future.
Not only did the stories of survival help inspire the 2016 campaign, but provided proof that TenCate Protective Fabrics connects across the board. None of our competitors achieved such or even came close.
