Whether its y-fronts or the new fastskin3, the swimming suit of the future, we all have an image in our heads when someone mentions Speedo. I was so pleased when we were asked to do this job, being an avid swimmer myself (1999 west midlands county swimmer).
When we were first brought into this job, there were a mixture of messages that needed to be conveyed to many different audiences – a problem many large global brands face. We quickly distinguished between the people who would be interested in the Fastskin3, a full swimming kit for competitive athletes that was designed with cap, goggles and suit in mind, and the new 2012 leisure, health and fitness range that was being launched. The best course of action was to make the sound bites and B-roll available throughout the day to journalists via thenewsmarket.com whilst we cut together two edited packages dedicated to each market (see videos below).
The event was a success — we were able to interview Olympic athletes in there own languages from 4 different countries, which allowed for a much wider pool of European media pickup. It is an important point that global brands need to consider when they are holding events in Europe — to increase pickup, it is always better to have native speakers. Since posting the HD content on thenewsmarket.com we have had pickup from CNN, Reuters and RTL to name a few. You can also see the full Interactive News Release on the New Speedo® Fastskin3 Racing System, here.
See some highlights from the shoot:
If there is one thing I will take away from the day it’s this, when editing in the green room and speaking with some of the athletes, they looked at the day as quite relaxing — they only had to train for about 4 hours! Most said at the moment they are doing about 10 hours a day in the run up to the Olympic trials. I wish good luck to all of the Speedo athletes I met, you deserve a medal.
- Peter Rossiter