As part of Hotter’s transformation to a digital first business, and with the aim of getting its core audience to reappraise both brand and products, the UK’s largest shoe manufacturer has launched a bold new partnership with Sky Media, which challenges society’s perceptions and celebrates what it means to be truly comfortable in yourself.
The campaign is a media first for Hotter, as they move away from traditional print media and embark on a partnership with Sky Media and the brand’s media agency Carat and activation agency The Story Lab.
A new 50-second advert will be endorsed by three Sky channels including Sky Atlantic, Sky Witness and the newly free to air channel Sky Arts, whose content is aligned with the brand’s inclusive message. The reach of this activity will also be bolstered with a 30 second advert playing across several other channels represented by Sky Media including Channel 5, Sony Movies and Pick TV. During the commercial airtimes, Sky will introduce the advert before it airs to alert the audience that they are about to view something special.
The campaign aired from the 21st September and will continue until late November across Sky Media channels. The Autumn Winter 2020 campaign celebrates all women, encouraging them to ‘Get Comfortable’ both in the shoes they wear and the way they choose to live their life.
Claire Reynolds, Hotter’s Head of Brand & Strategy commented: “In a media first for us it has been great to partner with Sky Media, access premium content and be able to create a highly targeted TV audience. Our campaign encourages people to own being comfortable in who they are whilst challenging stereotypes. It is an exciting time for our business following a larger repositioning project, which has reinvigorated the brand, product and communications. Hotter is ready to launch its empowering version of comfort, delivering a concept which asks us all to rethink stereotypes, rethink comfort, and rethink Hotter.”
By not only holding up a mirror to society and reframing the conversations around ‘age’, the campaign aims to encourage everyone to fully embrace and express their individuality, to be unapologetic about who they are and to encourage the rest of society to get comfortable with that. Both Hotter and Sky Media will present a range of bespoke ‘Word Up’ films on their websites and across social channels showing women from all walks of life coming together to discuss their experiences. The activity also marks the first digital sponsorship of Sky News’ Arts & Entertainment section, which will host bespoke digital branded content, produced by Sky Media’s in-house production team, and supported with native articles. The thought-provoking and inspirational conversations will focus on topics such as ageing, bravery and comfort, celebrating the strength and power of life experience.
Sarah Jones, Director of Planning at Sky Media, said:“We’re honoured to be part of Hotter’s bold, new journey with TV as they set out to re-position their brand as a digital first business. Using our deep understanding of viewing behaviour, we’re helping Hotter reach their ideal audience when they are truly engaged and will be more connected to this uplifting, empowering message. Not only is this Hotter’s first TV partnership, it is also one of the first partnerships where we’ll be using our new Direct Web Attribution platform to help optimise their activity to drive response.”
Charles Reid, Group Business Director, Carat added:“At these challenging times, it would be easy for established brands to default to tried and tested patterns of behaviour. However, the team at Hotter have allowed us to really push the envelope, demonstrating a commitment to challenging the status quo. Our campaign is not a step change, it is a revolution, and early signs are extremely positive. Intersectionality has never been more important and we are proud to be a part of such an innovative and inclusive campaign.”
The new AW20 collection is available now from Hotter.com and stores nationwide.
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