| Title | JUST ROO IT! |
| Brand | BERND HUMMEL |
| Product/Service | KANGAROOS |
| Category |
F04. INNOVATIVE USE OF SOCIAL OR COMMUNITY |
|
Entrant Company
|
CHEIL GERMANY Schwalbach, GERMANY
|
|
Advertising Agency
|
CHEIL GERMANY Schwalbach, GERMANY
|
|
Advertising Agency 2
|
CHEIL UK London, UNITED KINGDOM
|
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 Boniface |
Cheil UK |
Creative |
| Simon Friedberg |
Cheil UK |
Creative |
| Tim Polder |
Cheil UK |
Creative Planner |
| Nazneen Hosenie |
Cheil UK |
Producer |
| Cem Derin |
Active Value |
Senior Developer |
Creative Execution
We challenged our community how to put back the fun into run. A fanboy’s idea was realized and we sent him to Australia to attach a FuelBand to a real kangaroo. People on Facebook could guess how many fuelpoints the tagged kangaroo would score. By joining the competition and posting NIKE’s own hashtags, participants hijacked NIKE’s social feeds and created a conversation around KangaROOS. On Indiegogo we launched the World’s First Analogue Fitness Tracker: a sweatband, positioned opposite the NIKE FuelBand. But our crowdfunding project is a parody, including an ironic, viral video that generated a lot of attention.
Within a few weeks our engagement rate on Facebook grew by 400% and over 18,000 people mentioned KangaROOS on Twitter. In total 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!
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 tied into the mindset of breaking free of pre-described settings – by launching the World’s First Analogue Fitness Tracker on a crowdfunding platform and combining this with a competition on Facebook that proves the absurdity of running after some made-up statistics. We wanted to show everybody how we take on our biggest competitor and his gadget: NIKE and the FuelBand. We wanted to just ROO it!