EMEA Nautical Campaign

The brief:

Launch a new range of nautical inspired sneakers in the EMEA-markets.

The barriers:

Most urban audiences didn’t have any connection with the nautical lifestyle (yet!).

The answer:

We created a bizarre clash between the Nautical world and the urban city – an Urban Nautical World – and invited people to come and play.
We did that by developing an engrossing online game where people could kitesurf through the concrete urban jungle, winning points as they discovered the nautical lifestyle.

We opened up the game development for co-creation, as Europe’s most respected gaming communities were asked to help us refine and improve it. Over 600,000 young gamers played the game and pre-tested it for us.
We then got teams of local community managers spread the buzz and engage with influential sneaker communities around Europe.
Next we cut a deal with Ruben Lenton, the world’s no.1 kite surfer, to step out from his world championship tour and be the first person to street kite-surf through a number of top European cities. We fed this footage online to all sports and film related communities.

With over 900,000 individuals now in our adventure, a game-inspired TV spot was made and adapted to each market and retail partners.

A high impact print media strategy was chosen – 4 page inside cover pullouts – with top youth magazines like FHM in the UK.

We ran two parallel competitions: one for the sports community focussing on winning a kite surfing holiday, while we designed and created 25 pairs of limited edition Nautical Game shoes, signed by Ruben Lenton, for the style community.
We didn’t stop there. As traffic was driven to the high street we ensured it reached the store with directional posters and grafitti’d gaming stats placed within 50 meters of the store. Store window displays also brought people in.
Branding went right through to the product itself. Our third competition was entry to a new secret level of the game. The code to access it? On the shoes themselves.

The results:

– 39,2,600,000 Hits on the website.
– 1,800,000 Unique website visitors.
– 1,400,000 Online game plays
– 870,000 Product explorations
– Average Web visit 2.2 minutes.
– Est. €2,000,000 free media coverage incl. highly-rated social conversation flow.
– Product sold out in 3 of 6 markets in first 4 weeks.