New O'Neill platform woos younger audience
O'Neill World Cup Of Surfing, Bede Durbidge (6 Dec. '05, Source: Handout/Getty Images Sport)
Monday March 10 2014
Leading youth lifestyle brand works with marketing and technology agency to create branded shopping experience across its global digital presence
Lifestyle brand O'Neill has been working with a marketing and technology agency to launch a new global online platform, which went live last week.
The transformation of the brand's most important digital touchpoints has been designed to mark a rejuvenation, as O'Neill seeks to cement its connection with the younger, progressive customer.
The new branded shopping experience has been developed by DigitasLBi
and marks the specialist agency's first major launch for the brand, following an intensive pitch process. The agency said the platform has been designed to not only stimulate and improve engagement between the brand and its target audience, but also generate traffic and sales.
Connecting up digital touchpoints
The platform connects O'Neill's existing and new content around the worlds of snow, surf and music with social media and works across smartphone, tablet and desktop devices to create a consistent experience for the consumer.
Roger Nefkens, O’Neill global coordinator, commented: “The new site is a game changer and demonstrates how, as a brand with such a rich heritage, O’Neill is committed to staying connected with the younger, progressive consumer.
"For us, digital is one of the most important touchpoints and DigitasLBi’s impressive expertise in digital made them a natural partner for us to work with.”
O’Neill will also roll out its new content programme and events strategy in the coming month to reassert its distinctive brand positioning in the world of surf and snow.
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