BRAKE A BONE. WIN TWO PLASTER CASTS. by Lola Madrid for Nomad

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BRAKE A BONE. WIN TWO PLASTER CASTS.

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Industry Hobby, Sports equipment & Exercising Machines
Media Print, Magazine & Newspaper
Market Spain
Agency Lola Madrid
Creative Director Eduardo Martinez Gil, Juan Sevilla, Angel Morales, Juan Pablo Christmann
Released April 2012

Credits & Description

Category: Best Use of Games
Advertiser: NOMAD SKATEBOARDS
Product/Service: NOMAD PRO MODELS 2012
Agency: LOLA/LOWE & PARTNERS
Excecutive Creative Director: Chacho Puebla (Lola/Lowe & Partners)
Excecutive Creative Director: Jorge Lopez (Lola/Lowe & Partners)
Creative Director: Juan Christmann (Lola/Lowe & Partners)
Creative Director: Juan Sevilla (Lola/Lowe & Partners)
Creative Director: Eduardo Martinez Gil (Lola/Lowe & Partners)
Account Director: Daniele Ciccini (Lola/Lowe & Partners)
Producer Agency Print: Marie Gilot (Lola/Lowe & Partners)
Account Executive: Laura De Benito (Lola/Lowe & Partners)
Production Director: Héctor Palacio (Lola/Lowe & Partners)
Creative Advisor: Tura (Lola/Lowe & Partners)
Media placement: In Store - In Store - April 10 2012
Media placement: Websites - Internet / Direct Marketing - April 10 2012
Media placement: Blogs - Internet / Direct Marketing - April 10 2012

Describe the objective of the promotion.
To promote the new Nomad Skateboards Pro Models 2012.

Describe how the promotion developed from concept to implementation.
To promote the new Nomad pro models we created a game.
A pretty dangerous one:

To win a you had to first, brake a bone skateboarding.
Then show up in the Nomad store with your plaster cast.

The first 50 guys won an extra plaster cast, signed by the Nomad pro riders and with a Nomad Pro model board inside.

The moment you remove a plaster cast is magic, like openning the best gift ever, because you can go back to skateboarding.
We wanted skaterts to feel exactly the same when they open this new board.

Explain why the method of promotion was most relevant to the product or service.
Because teenagers love games and if they are skaters, they love danger too.
This promo/game was a total succes among the public because of the big insight about injuries and plastyer casts. But most of all because the game, the packaging and the special edition itself was based on giving an optimistic point of view about injuries.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Paster Cast Nomad Promo was a success.
Not only we had 50 happier teenagers on earth, but the packaging itself became viral online.
So the Game and the brand became news in specialized blogs and websites.
Nomad Pro Models 2012 sold out in 30% less time than previous years.