| Title | JUST ROO IT! |
| Brand | BERND HUMMEL |
| Product/Service | KANGAROOS |
| Category |
A09. USE OR INTEGRATION OF DIGITAL OR SOCIAL MEDIA |
|
Entrant Company
|
CHEIL GERMANY Schwalbach, GERMANY
|
|
Contributing Company
|
CHEIL GERMANY Schwalbach, GERMANY
|
|
Contributing Company 3
|
CHEIL UK London, UNITED KINGDOM
|
|
Contributing Company 2
|
RUBBER REPUBLIC Bristol, UNITED KINGDOM
|
|
Production Company
|
DAS WERK Frankfurt, GERMANY
|
|
Production Company 2
|
TOESOX PRODUCTIONS North Perth, AUSTRALIA
|
Credits
| Roland Rudolf |
Cheil Germany Gmbh |
Chief Creative Officer |
| Joern Welle |
Cheil Germany Gmbh |
Creative Director |
| Daniel Gumbert |
Cheil Germany Gmbh |
Design Director |
| Fernanda Roedel |
Cheil Germany Gmbh |
Concept Developer |
| Moritz Gillrath |
Cheil Germany Gmbh |
Agency Producer |
| Georg Erb |
Cheil Germany Gmbh |
Project Manager |
| Dr. Yoo/Mi Choi |
Cheil Germany Gmbh |
Senior Client Service Director |
| Katharina Fahnl |
Cheil Nordic |
Head Of Social Media |
| Urban Johansson |
Cheil Nordic |
Social Media Account Manager |
| Logan Wilmont |
Cheil UK |
Executive Creative Director |
| Mark Woodward |
Cheil UK |
Head Of Ux |
| Anthony Evangelista |
Cheil UK |
Senior Project Manager |
| Hazel Dwyer |
Cheil UK |
Senio Account Manager |
| Mark Fretten |
Cheil UK |
Creative |
| Rob Perham |
Cheil UK |
Creative |
| Simon Friedberg |
Cheil UK |
Creative |
| Simon Boniface |
Cheil UK |
Creative |
| Tim Polder |
Cheil UK |
Creative Planner |
| Nazneen Hosenie |
Cheil UK |
Producer |
| Hannah Moore |
Cheil UK |
Social Project Manager |
| Active Value |
|
Additional company |
The Campaign
In Europe, TV has been losing space to digital entertainment in the form of content that is quality driven, tailored to a specific audience and globally distributed. Brands have picked up on this and now create exclusive content for a range of the largest online and social platforms. In the sports category, the biggest competitors of KangaROOS, a niche sneaker brand, leverage celebrity endorsers, create events, channels or become exclusive sponsors of sports events and teams, in order to gain traction for their digital social networks. But it’s just all more of the same. In order to stand out amongst the big budget violence, we decided that authenticity and being grounded is the smart way to getting the awareness of special interest audiences.
Results
The spirit of running has been taken over by NIKE’s big brand technology, counting every step and constantly measuring your performance. So the mission for niche sneaker brand KangaROOS’ 35th anniversary was: Put the fun back into run! We wanted to prove that KangaROOS is the fore-runner of the pure joy of running. We challenged the community how to put the fun back into run. A fanboy came up with the idea to play KangaROOS against NIKE. We loved his idea, so we sent him to Australia to attach a FuelBand to a real kangaroo. And then run with it to capture the data. While sharing his quest in daily webisodes on our Facebook page, visitors could win one of 35 pairs of anniversary sneakers just by guessing how many fuelpoints the tagged kangaroo would score. But because we added NIKE’s own hashtags #Fuelband and #NikeFuel, they posted their guesses all across NIKE’s social media channels. This way, we didn’t only mimic the routine of FuelBand wearers, but also hijacked NIKE’s twitter feed and made millions of NIKE followers part of our story. In addition we also tied into the mindset of breaking free of pre-described settings – by launching the World’s First Analogue Fitness Tracker: a sweatband with a pocket, which was positioned opposite the NIKE FuelBand. In a viral video on the crowdfunding platform Indiegogo we told the story of our research in an ironic way. By supporting the ROOband, people could not only buy the ROOband but also the regular sneaker collection. For the first time, a brand sold its major products using crowdfunding as an e-commerce channel.
As the first sports-brand, we started a crowdfunding project on Indiegogo to raise money for an ordinary sweatband. By telling our story in an ironic and humorous viral video, we spread the word all over the internet. We combined this with a promotion on our dedicated Facebook website that got our supporters to share on the biggest social networks and flood the social media feeds of one of our biggest competitors. With daily Webisodes and added PR and blogger outreach, we reached not only our target group but also influencers in innovation, technology and sports.
Within a few weeks, our engagement rate on Facebook grew by 400% and over 18,000 people mentioned KangaROOS on Twitter. Altogether, we reached 8.1 million people. Also, our crowdfunding project was a big success: As well as gaining 130,000 impressions within the Indiegogo Network, we reached our funding goal of 10,000 Euro and sold all of the available KangaROOS sneakers. And altogether we gained 3.0 million contacts as free PR coverage in total. But most importantly: KangaROOS has touched a truth we all feel: Sometimes technology doesn’t make life more fun. So ... just ROO it!