| Title | FIRST TRACKS |
| Brand | HELLY HANSEN |
| Product/Service | SPORTS FASHION |
| Category |
A06. OTHER DIGITAL SOLUTIONS IN A DIRECT MARKETING CAMPAIGN |
|
Entrant Company
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Advertising Agency
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Production Company
|
MAD IN SWEDEN Gothenburg, SWEDEN
|
Credits
| Hans Andersson/Katarina Klofsten |
Forsman/Bodenfors |
Account Supervisor |
| Anneli Kjellander/Jenny Edvardsson |
Forsman/Bodenfors |
Account Manager |
| Karl Risenfors |
Forsman Bodenfors |
Art Director |
| Stefan Thomson |
Forsman Bodenfors |
Web Producer |
| Rikke Jacobsen |
Forsman/Bodenfors |
Copywriter |
| Christoffer Persson/Christopher Ek |
Forsman/Bodenfors |
Designer |
| Pontus Danielsson |
Pontus Danielsson |
Post Production |
| Karl Risenfors |
Forsman/Bodenfors |
Music |
The Brief
Helly Hansen is one of the leading Scandinavian outdoor and skiing brands. For the global launch of the winter 13 collection they wanted to do something special and create some buzz within the skiing community. Was the target audience drawn from existing customers, or new customers? What was the strategy of the campaign?
The target audience for the campaign is people who ski and who value fresh powder skiing. People who are willing to get up early to catch the perfect ride.
Creative Execution
The people who wear Helly Hansen gear are usually very passionate about skiing and there is no better way to do it than in fresh powder. So to help them catch that perfect ride, and to create awareness around the brand, we created the app First Tracks – an alarm clock that wakes you up earlier if it snows during the night.
Describe the creative solution to the brief/objective.
We wanted to create something that gave HH a digital presence in the skiing community and strengthened the image of the brand, letting the target group know that Helly Hansen takes them seriously and share their enthusiasm for skiing.
Results
Downloads:
Approximately 12 000 (which should be viewed as a good amount since the target group is quite narrow)
PR:
The app was only distributed through Helly Hansens own channels (facebook, hellyhansen.com and press releases). Regardless of this, the app got a good amount of PR coverage (online, offline, TV) mainly on skiing blogs and magazines. The app also got a lot of attention on social media. Some blogs called it "this winters must-have-app for skiers and snowboarders"