National and international press campaign, web 2.0 and sporting sponsorship: this is the new communication strategy of Aquafil for Dryarn, the lightest "made in Italy" microfibre in the world, still investing in B2B but now devoting more attention to the world of the consumer.
Dryarn the lightest fibre existing in nature; it is dermatologically tested and 100% recyclable, characteristics that make it ideal for a wide variety of applications and that, particularly in the sportswear field, has enable the manufacture of hi-tech clothing with a hitherto unattained level of comfort. In order to boost brand awareness, already used by the best sportswear labels, Dryarn is widening its communications to encompass the world of sports practitioners.
L'IMMAGINE STAMPA (The Press image), edited by Li Lu and Bao Hongbin and available in both an italian and international version, servers as a metaphor for Dryarn, a true "second skin". The visual speak, in absentia but clearly and unambiguosly, becoming even more evocative since the peak performance linked to the use of Dryarn, and consequently to the wearing of garments made in this fibre, can be summed up in the little drops of perspiration that slide down the neck, the only body area remaining uncovered during sports activities and that presupposes the use of a T-shirt or technical garment.
Dryness, or rather breathability, is the principle benefit of Dryarn garments that remain in contact with the skin. The images evoke and reveal and indissolubly unite the fibre, its uses and the particular target.
The campaign is beign organised around the major national magazines that specialise in the fabric sector and the main sports magazines, dedicated first and foremost to biking and running.
Witha view to consolidating brand awareness, Aquafil has developed a 2.0 marketing strategy to run parallel to its traditional advertising. Not only do on-line ads play a decisive role but use will also be made of Facebook. In fact, the advertising profile is founded on the intention fo forge ever stronger and more direct links with sports practitioners, creating a constant dialogue with wearers of these technical outfits.
SPONSORSHIP. In recent years, a number of athletes have tested Dryarn during their training sessions and in competitions, discovering the unique characteristics of the fibre. True heroes of the major companies have won the Marathon des Sables, crossing Australia on bicycles, climbing the highest mountains, and wearing Dryarn. their triumphs have shone in the firmament of these success-filled years and have provided the opportunity for the fibre to be tried and tested, and acclaimed, by great champions. Marco Olmo, Mario Trimeri, Gustav Thoeni and Aldo Mazzocchi are just a few of the names we can cite, without neglecting the BMW Oracle Racing Team that just won the America's Cuo in 2010, wearing Slam technical clothing made of Dryarn in both their training sessions and in the competition itself.
