| Title | JUST ROO IT! |
| Brand | BERND HUMMEL |
| Product/Service | KANGAROOS |
| Category |
A07. USE OF SOCIAL IN A MEDIA CAMPAIGN |
|
Entrant Company
|
CHEIL GERMANY Schwalbach, GERMANY
|
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Advertising Agency
|
CHEIL GERMANY Schwalbach, GERMANY
|
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Advertising Agency 2
|
CHEIL UK London, UNITED KINGDOM
|
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Production Company
|
RUBBER REPUBLIC Bristol, 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 |
| Hannah Moore |
Cheil UK |
Social Project Manager |
Results and Effectiveness
Within a few weeks our engagement rate on Facebook grew by 400% and over 18,000 people mentioned KangaROOS on Twitter. Together 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!
Creative Execution
On Indiegogo we launched the World’s First Analogue Fitness Tracker: a sweatband with a pocket, which is positioned directly opposite the NIKE FuelBand. But our crowdfunding project clearly is a parody, including an ironic video clip that was seeded through the Viral Ad Network and YouTube’s TrueView Network. For the Facebook competition we let our hero catch a Kangaroo, tag it with a NIKE FuelBand and track it across the Australian outback. People could guess on Facebook how much Fuelpoints the Kangaroo raked up. By posting the estimates using the #Fuelband and #NikeFuel hashtags, people were in effect high-jacking the NIKE social sites. Sponsored Facebook ads and a presence on Instagram as well as a huge digital billboard in the city center of Berlin ensured a lot of attention. With PR and blogger outreach we spread the word all over the internet and reached influencers on tech-, innovation- and sports-websites.
Insights, Strategy and the Idea
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 challenged the community and a fanboy came up with the idea to play KangaROOS against NIKE. We loved his idea and sent him to Australia to attach a FuelBand to a real kangaroo and then follow it. While sharing his quest in daily webisodes on our Facebook page, visitors could win one of 35 pairs of anniversary sneakers by guessing how many fuelpoints the kangaroo would score. We combined this with tying into the mindset of breaking free of pre-described settings – by launching the World’s First Analogue Fitness Tracker on a crowdfunding platform.