| Title | JUST ROO IT! THE ROOBAND |
| Brand | BERND HUMMEL |
| Product/Service | KANGAROOS |
| Category |
A09. USE OF SOCIAL IN A PROMOTIONAL CAMPAIGN |
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Entrant Company
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CHEIL GERMANY Schwalbach, GERMANY
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Advertising Agency
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CHEIL GERMANY Schwalbach, GERMANY
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Advertising Agency 2
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CHEIL UK London, UNITED KINGDOM
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Production Company
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RUBBER REPUBLIC Bristol, UNITED KINGDOM
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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 |
The Brief
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! With this campaign we didn’t targeted serious athletes but dedicated sneaker enthusiasts who simply want to enjoy themselves instead of measuring their performance.
Describe how the promotion developed from concept to implementation
We started our promotional campaign on Indiegogo, where we presented the ROOband right between all the other start-ups – but with a surprising twist. Using the same style as other “disruptive” projects, our product clearly is a funny parody, including an ironic, viral video clip that embodies the free spirit of KangaROOS perfectly. We not only generated massive attention for KangaROOS but also opened another e-commerce channel: By supporting the ROOband, people could buy the ROOband together with regular sneakers. In this way and for the first time, a brand sold its major products using this unusual channel.
Describe the success of the promotion with both client and consumer including some quantifiable results
Our crowdfunding project was a big success: As well as gaining 130,000 impressions within the Indiegogo network and 3.5 million further social media impressions in total, we also reached our funding goal of 10,000 Euro and sold all of the available KangaROOS sneakers. In addition we gained 1.2 million contacts as free PR coverage. But most importantly: KangaROOS has touched a truth we all feel: Sometimes technology doesn’t make life more fun. So ... just ROO it!
Explain why the method of promotion was most relevant to the product or service
Our target group creates their own rules: They are tired of Big Brother and want to break free of locked-in systems. You just need to run and have fun. To raise awareness for this point of view and show the forerunning mindset of our brand, we decided take our biggest competitor with our very own wearable fitness-tracking device. But instead of taking it all serious, our solution is as easy as running itself: The ROOband is The World’s First Analogue Fitness Tracker. It is a simple sweatband – a parody of the NIKE FuelBand.