EVOC Promo, Case study THE EVOC INDESTRUCTIBLE BILLBOARD by Publicis Munich

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THE EVOC INDESTRUCTIBLE BILLBOARD

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Industry Consumer & Public services
Media Promo & PR, Case study
Market Germany
Agency Publicis Munich
Executive Creative Director Stephan Ganser
Art Director Michele Imhof, Manfred Feiger, Michael Hendl, Andreas Peischl
Copywriter Victor Haffling
Photographer Christoph Gramann
Account Supervisor Jens Goldmann
Released March 2012

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: EVOC SPORTS
Product/Service: EVOC PROTECTOR BACKPACKS
Agency: PUBLICIS MUNICH
Executive Creative Director: Stephan Ganser (Publicis)
Account Supervisor: Jens Goldmann (Publicis)
Copywriter: Victor Haffling (Publicis)
Art Director: Michele Imhof (Publicis)
Art Director: Manfred Feiger (Publicis)
Art Director: Michael Hendl (Publicis)
Art Director: Andreas Peischl (Publicis)
Production: Thomas Breen (Thomas Breen Design)
Production: Palo Altona (Palo Altona)
Photographer: Christoph Gramann (Christoph Gramann Fotografie)
Media placement: Outdoor - Breitscheidplatz, Berlin - 28 March 2012

Summary of the Campaign
EVOC Sports is small premium brand for outdoor sports. It’s a young company, still putting all their time and money into product development and research. So, with almost no money left for advertising, how can we make them and their brand more famous? How do we get people to talk and relevant magazines to write about them?

Their perhaps finest product is the EVOC protective backpack that absorbs any impact to the back and can prevent spinal injuries. We decided to put this product in the spotlight. We were going to get people to experience the shock absorbing effect in a fun way, and then let them pass it on.

In central Berlin, we put up a billboard with an integrated backpack. To add an extra incentive we created a competition: Who can hit it hardest? Screens in the billboard responded with the force of the impact and how much that was absorbed by the backpack. Every impact also updated the EVOC Facebook page. Here, people could tag their photos, share the results to friends and climb the high score.

The results was 97 hits per hour; hundreds and hundreds of pictures uploaded and shared on Facebook. Fan activity increased 220%. In the end, social media and several magazine about outdoor sports talked about EVOC and their backpack.

The Situation
EVOC Sports make outdoor sports gear of the highest quality. But they are small, and people aren’t always willing paying the price of their products without recognising the brand. They needed help to get more famous. And as they are still young and put all their money into product development, there was not much left for advertising. This took place when spring was coming, at the same time mountain bikers and skaters start their season. We saw this opportunity and choose to put the EVOC protective backpack, which can prevent spinal injuries, in center for attention.

The Goal
The goal was simply to raise awareness for EVOC and their protective backpack. In a one-time event get the audience to realise in a fun way how great this bag is, and then get them to pass on the word. The target audience was both people into outdoor sports as well as the broad public.
We also wanted to attract relevant magazines to write about this.

The Strategy
After trying out the product, we came to the insight that the backpack can truly absorb any impact. We wanted to tell this story in a 1-time event. And to give an incentive for people to participate in this was by making it fun. We made a competition out of it.

We chose to do the event at Breitscheidplatz in central Berlin, an area filled with sport stores and a common hang out location for our target audience.

Execution
On the 28th of March, for 1 day only, at Breitscheidplatz in central Berlin, we put up The EVOC Indestructible Billboard. A billboard with an integrated backpack. Here, people could compete with their strength by hitting, kicking or tackling the backpack as hard as possible.

Immediately, screens responded with how hard the impact was, together with how much was absorbed by the backpack. Every hit also updated EVOC's Facebook page in real time, where the participants could tag their photos, share the results and climb the high score. The whole event ran just as planned.

Documented Results
Hundreds and hundreds of people participated by hitting the backpack at location. There were 97 hits per hour. And as a result, hundreds of pictures were uploaded and shared on the Facebook page. The fan activity on the page increased 220%.

At the same time, the event was talked about both in social media and several outdoor sports magazines featured EVOC, their backpack and the unusal billboard.