Head Promo HEAD SAVE ASS TECHNOLOGY by Advico Y&R Zurich

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Industry Culture, Leisure & Sport, Sports and Health Clubs, Gyms
Media Promo & PR
Market Switzerland
Agency Advico Y&R Zurich
Executive Creative Director Philipp Skrabal
Art Director Isabelle Hauser
Copywriter Andi Portmann
Photographer André Glauser
Account Supervisor Daniela Britt
Typographer Annik Weber
Released September 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: HEAD
Agency: ADVICO Y&R
Date of First Appearance: Sep 25 2009 12:00AM
Entrant Company: ADVICO Y&R, Zürich, SWITZERLAND
Executive Creative Director: Philipp Skrabal (Advico Y/R Ag)
Copywriter: Andi Portmann (Advico Y/R Ag)
Art Director: Isabelle Hauser (Advico Y/R Ag)
Typographer: Annik Weber (Advico Y/R Ag)
Account Supervisor: Daniela Britt (Advico Y/R Ag)
Account Manager: Sandro Breu (Advico Y/R Ag)
Production Company: (Absolut Turms)
Regie: Janos Menberg
Camera: Daryl Hefti
Producing: Claudia Jucker
Producing: Jan Bircher
Sound: Martin Gerber (Aziz)
Photographer: André Glauser
Media placement: Product Video, Exhibition Stand, Suspender As Giveaway, Equipped Free-Skier Star - Exhibition Stand At Freestyle.ch, Equipped Free-Skier Star At The Competitive Ev - 25 September 2009

Describe the objective of the promotion.
Head wants to introduce its newest freestyle skis and snowboards. They are constructed at their core out of Intellifibers, which stiffen when weight and pressure are applied to them and so impart more reset force to the ski or snowboard. In short: you can jump more powerfully with them. Head wants to present the new products at freestyle.ch, the largest promotional event in Europe, which takes place at the Zurich Landiwiese. All the other world's leading brands are shown there and hope to appeal to the 47,000 young visitors. In the promotion-intensive environment of freestyle.ch, Head wants to attract attention with its new Intellifiber products and offer a giveaway that conveys the explosiveness of their skis and boards.

Describe how the promotion developed from concept to implementation
We sought a promotional idea that explained the Intellifiber products without resorting to the usual specialist mumbo-jumbo. That's why we had Head launch not skis and boards but an ironic product: SAVE ASS TECHNOLOGYTM. SAVE ASS TECHNOLOGYTM is necessary because Intellifiber products enable explosive jumping that causes baggy-style pants to slip and fall. The new product stabilises the position of the pants – because it is an ordinary suspender. Head introduces the suspenders at freestyle.ch as if they were a genuine innovation – with the official head skiers and snowboards in an industry-typical product video, a complete SAVE ASS TECHNOLOGYTM exhibition stand and suspenders as giveaways.

Describe the success of the promotion with both client and consumer including some quantifiable results
The SAVE ASS TECHNOLOGYTM exhibition stand stood out at freestyle.ch. Head was able to fill it for three days due to its clever product message and witty giveaway. Although the suspenders were only distributed during certain times, the 1000 pieces went quickly and only lasted for half the events. At peak times, so many visitors crowded the stand that the Head team could no longer hand out the suspenders. In qualitative interviews, the young visitors confirmed that the promotion appealed highly to them and that they would wear the suspenders in winter on the ski slopes.

Explain why the method of promotion was most relevant to the product or service
The promotion was tailored precisely to the young, fun-loving target audience. SAVE ASS TECHNOLOGYTM was a tool for presenting the product benefits of Intellifiber skis and boards so that they could be easily and quickly understood in the hectic environment of freestyle.ch. In addition, the world-famous free-skier Jon Olsson competed in his events at freestyle.ch wearing SAVE ASS TECHNOLOGYTM, a very important fact to the young target audience, which closely follows the stars. The suspenders were distributed as giveaways, at the event and also outside it on the ski slopes, which spread the product message widely.