Brand & Flame

In an age where technological advances and the online community have empowered consumers by giving each one a voice, marketers are rethinking the approaches they take in executing their brands’ positioning. Consumers can no longer be spoon fed branding messages or pledges of promise. With the internet, they have a voice and will actively respond. Allowing the consumer an opportunity to engage directly with its brand, Fila is launching a new campaign that embraces the individuality of its consumers by asking them, “How Do You Fila?” Fila’s “How Do You Fila?” U.S. campaign commenced on November 3^rd with the launch of an online model contest. The contest requires entrants to submit a photograph of themselves wearing Fila product along with a related caption that describes how they “Fila” in the image. The finalists will be determined by the public’s rating based on the originality of composition, how well the entrant’s photograph visually embodies his or her “How Do You Fila?” descriptive caption, prominence of the Fila logos, photogenic beauty of entrant & photograph clarity and quality. Four winners will be selected by Fila from the finalists & each winner will be flown with a guest to Baltimore, Maryland to participate in Fila’s Spring 2008 advertising photo shoot. The winners will be compensated $1000 each for their day of modeling.

“We have such a diverse base of consumers. Instead of us dictating to them how we would like to be perceived,” said Carolyn Holliday, E-Marketing Manager for Fila, “we see a much greater value in letting the people who really define our successes and business, our consumers, show us what we mean to them. “How Do You Fila?” is our attempt to engage with these consumers on an individual basis. This campaign is about real people having real experiences. ”

Fila is planning on using the images of the winners and their personalized “How Do You Fila?” descriptors in its 2008 marketing creative, which may include on-line and print advertising as well as collateral and inclusion on fila.com. The “How Do You Fila?” campaign will incorporate Fila’s athletes, various celebrities and real people. No professional models will be included.