Title	THE DEVOLD PROTECTION CHALLENGE
Brand	DEVOLD OF NORWAY
Product/Service	PROTECTIVE WOOL UNDERWEAR
Category	A09. USE OF SOCIAL IN A PROMOTIONAL CAMPAIGN
Media Agency	BE ON Oslo, NORWAY
PR Agency	GEELMUYDEN KIESE Oslo, NORWAY
Production Company	FANTEFILM Oslo, NORWAY
Entrant Company	GEELMUYDEN KIESE Oslo, NORWAY

Name	Position
Tor Erik Heimen	Stuntman

The Brief

Devold Protection is the part of Devold of Norway developing underwear designed to protect users against heat and flames. Main users are heavy industry workers. The garments are usually procured at business level through extensive, closed tenders. Despite high focus on innovation and research, Devold experienced it hard to enter new markets. Decisions-makers were few and sitting worldwide, and didn't prioritize switching suppliers. This complicated the challenge, as the markets seemed closed for new entrants. When the decision makers were not interested in Devold, we had to make them notice us. We needed to do something completely new!

Describe how the promotion developed from concept to implementation

We decided to make the world toughest product demonstration, based on one premise: Seeing is believing! Talking about test-results, certificates, etc isn't enough. We need the decision-makers to see with their own eyes. Enter “The Devold Protection Challenge” - where we did something never done before: Setting fire to a base-jumper and sending him off a cliff. “Devold Protection productions are made to keep you safe and make you perform even in the toughest situation. See for yourself!”

Describe the success of the promotion with both client and consumer including some quantifiable results

The movie spread like wildfire. It was seen on YouTube over 600 000 times and achieved over 1.1 million views in total. At March 12, only two days after releasing the movie, the video was the most seen and most shared video on the Norwegian YouTube. The movie obtained great national and international media attention, and was spread and distributed worldwide through social media. But most importantly: “The Devold Protection Challenge” boosted the traffic on Devold’s web page and lead to contracts with several of the leading firms in industry and safety.

Explain why the method of promotion was most relevant to the product or service

The users of protective underwear usually do not operate in these types of situations. However, through this we demonstrated the flame retardant quality of the products in a very stressing situation, which is highly relevant to what users could experience if something go wrong. In these situations, it is important to think clear and act fast. The last thing you should worry about is the quality of your clothes. By positioning Devold Protection as the supplier of uncompromising quality, we wanted to establish a footprint for this part of Devold of Norway - matching the standing of the mother brand.