BE BRAVE, BE SAFE by The Oddshop, Veiligheidnl for VeiligheidNL

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BE BRAVE, BE SAFE

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Industry Business equipment & services
Media Promo & PR, Case study
Market Netherlands
Agency The Oddshop
Director Arthur Neumeier
Creative Director Niels De Wit, Robert Van Der Lans
Copywriter Marten Meijboom
Producer Jorrit Kleijnen
Agency Veiligheidnl
Released January 2013

Credits & Description

Advertiser: VEILIGHEIDNL & PERRY SPORT
Agency: THE ODDSHOP, VEILIGHEIDNL
Category: Corporate Responsibility
Director: Arthur Neumeier (EyEFORcE)
Director Communication: Cees Meijer (VeiligheidNL)
Producer: Jorrit Kleijnen (Paraphrase)
Artist: Marijn van der Meer (Marijn Music)
Copywriter: Marten Meijboom (The Oddshop)
D.O.P: Rakhal Heijtel (EyEFORcE)
Program Manager: Saskia Kloet (VeiligheidNL)
Creative Director: Niels de Wit (The Oddshop)
Creative Director: Robert Van Der Lans (The Oddshop)
Project Manager: Josefien Homan (The Oddshop)
Coördinator Local Marketing/Partnerships: Leonie Gooijer (Perry Sport)
Marketing Manager: Roderik Visser (Perry Sport)

Strategy
Our solution: we introduced a new sportslabel with the philosophy that you can achieve more when you are protected: Be brave be safe. To introduce the new sportslabel, we chose a remarkable spokesperson who truly embodied this claim. Tommy Carroll. Tommy was born with bilateral retinoblastoma which is cancer of the retinas. And since it was caught late he was left blind by the age of two. Despite his blindness Tommy started skateboarding at the age of ten. Because he wears protective gear he never had an injury.

Effectiveness
Results:- 1.000.000+ video views on YouTube, Vimeo, etc. - Staff pick on Vimeo- 10.000+ likes on video sharing sites- 1.000+ astonishing comments on video blogs- Massive media coverage on all major Dutch TV stations - A famous Dutch presenter even tried to skateboard using a blindfold- Articles in the big Dutch newspapers- Items and interviews with Tommy on global media (NBC, BBC, ZDF, SBS, etc.)- Big in crowd extreme sport blogs picked up Tommy’s story and brought it right in the heart of our target audience (infinitylist.com, hypebeast.com, mpora.com, etc.)- 1.000+ attendees on Be Brave, be safe skate event where people could skate with Tommy But most important- 1 in 3 people who sport (in the Netherlands) saw the campaign- 70% of them said to be more aware of the importance of protective gear- 16% said they changed their behaviour

Client Brief Or Objective
The 2 brands seem very different but they share one goal: they both want people to wear more protective gear. We only had one big problem; our target group thinks protective gear is for losers. We therefore had to get across that wearing protective gear isn’t a sign of weakness, but is sign of heroism. We needed people to be more careful without sounding like a worried grandma.

Execution
At the same time when all 75 Perry stores where branded from head to toe with the new sports label we launched Tommy’s story online. Shortly after the launch of the brand the big in crowd extreme sport blogs brought Tommy’s story right in the heart of our target audience. Quickly after that all major Dutch media picked up the campaign and wanted to interview Tommy. Even much larger brands like Vans and Etnies shared Tommy’s story with their fans. Tommy flew over from Chicago for interviews with newspapers, broadcasters, sportblogs and magazines. A successful Dutch presenter on public television even tried to skateboard with a blindfold on. Of course carefully escorted by Tommy.

Relevancy
In the Netherlands each year 3.7m people suffer a sports related injury. A serious issue on which VeiligheidNL and Perry wanted to act. VeiligheidNL is a Dutch non profit foundation which stimulates and facilitates safety for consumers and strives to reduce injuries. Perry is the biggest sports retailer in The Netherlands and has a wide range of protective gear. We brought the 2 brands together for a unique collaboration.

Campaign Description
In the Netherlands each year 3.7m people suffer a sports related injury. A serious issue on which VeiligheidNL (Foundation that stimulates consumer safety) and Perry (the biggest Dutch sports retailer) wanted to act. But how do we get people to be more careful without sounding like a worried grandma?We introduced a new sportslabel with the philosophy that you can achieve more when you are protected: Be brave be safe. And chose a remarkable spokesperson who truly embodied this claim. Tommy Carroll. Tommy was born with cancer of the retinas and has been blind since the age of two. Despite his blindness Tommy started skateboarding at the age of ten. Because he wears protective gear he never had an injury.The campaign got massive coverage throughout major Dutch media and across the globe. Broadcasters, newspapers, blogs, magazines, they all wanted to interview Tommy. Even other sports brands shared Tommy’s story with their fans.