Title	FIRST TRACKS
Brand	HELLY HANSEN
Product/Service	SPORTS FASHION
Category	A01. USE OF MOBILE TECHNOLOGY
Entrant Company	FORSMAN & BODENFORS Gothenburg, SWEDEN
Advertising Agency	FORSMAN & BODENFORS Gothenburg, SWEDEN
Production Company	MAD IN SWEDEN Gothenburg, SWEDEN

Name	Company	Position
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

Creative Execution

The app was launched globally at the beginning of the Winter 13/14 skiing season. Since this is a tool/service with the purpose of connecting the Helly Hansen brand with skiing enthusiasts, it will remain available after the season.

The app got a lot of attention on Twitter and on skiing magazines and blogs. And Helly Hansen could see a significant gain of visitors on their winter 13/14 website. They spent more time on the page than their average visitor, and a lot of them proceeded to buy products in the online shop.

Describe how the mobile campaign/entry was launched and implemented across each channel/platform. 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. They know that the people who wear their gear are usually very passionate about skiing and that nothing compares to fresh powder. So to help them catch that perfect ride, and to create some buzz around the brand, we created the app First Tracks – an alarm clock that wakes you up earlier if it snows during the night. The app was promoted mainly through Helly Hansens own channels (web, social media, retail) and with promotion towards skiing magazines and blogs.