RIP CURL LIVE EVENTS by Lomah Studio, Rip Curl for Rip Curl

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RIP CURL LIVE EVENTS

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Industry Mobile applications
Media Promo & PR, Case study
Market Australia
Agency Lomah Studio
Creative Director Stephen Molloy
Agency Rip Curl
Released November 2011

Credits & Description

Category: Best Use of Mobile Devices
Advertiser: RIP CURL INTERNATIONAL
Product/Service: IPHONE APP (LIVE EVENTS)
Agency: LOMAH STUDIOS
Agency: Rip Curl
Creative Director: Stephen Molloy (Lomah Studios)
International Media Manager: Dane Sharp (Rip Curl)
Webmaster: Brendan Downs (Rip Curl)
Media placement: Mobile phone - iPhone - 6th October, 2011

Insights, Strategy & the Idea
The Bells Beach Pro is the longest running surfing event in the world. The competition was first held in Jan 1961. We wanted to make the event available to anyone free of charge to access and watch the event LIVE and include features such as video coverage, heats, surfers, rankings and scores. The target audience is predominately surfers and they are mostly young, many of them with smart phones. Rip Curl is one of Australia's best known brands and has a reputation as being innovative with products such as the H-Bomb (1st power-heated wetsuit) and surfing games for iPhone. The unique insight was that from past surfing events, it attracts an enormous amount of attention around Torquay. People come from all over the world to see the best surfers and we wanted to make it available to all who couldn't attend from their phone.

Creative Execution
We worked closely with their team to understand their current branding and where the brand has taken their company since 1969. We developed a few concepts around their brand which incorporated video technology and within a few months we were doing video stream tests directly to the iPhone. We created billboards, advertisements online, offline and through mobile (which would detect the device and create the unique for that device.

Results and Effectiveness
It was ranked one of the most popular apps on the Australian AppStore as well as being ranked one of the most popular overall in the following countries: Ranked in Portugal (#2) Australia (#13) Brazil (#6) Italia (#16) Norway (#5) South Africa (#3) Spain (#16). Advertisers such as Ford & Lion Nathan were included as part of the 'gallery' section of the app. Both clients have committed to further mobile advertising for the next events.
The average time on the app was higher than current web time. They have continued to back more development and now this a major channel for their marketing.