| Title | WAVE |
| Brand | DECATHLON |
| Product/Service | TRIBORD IZEBER FLOTATION VESTS |
| Category |
D03. Other Consumer Products (incl. durable goods) |
|
Entrant Company
|
ROSAPARK Paris, FRANCE
|
|
Advertising Agency
|
ROSAPARK Paris, FRANCE
|
|
Production Company
|
BIRTH Paris, FRANCE
|
Credits
| Jean-francois Sacco |
Rosapark |
Co-founder Chief Creative Officer |
| Gilles Fichteberg |
Rosapark |
Co-founder Chief Creative Officer |
| Jean-patrick Chiquiar |
Rosapark |
Co-founder |
| Mark Forgan |
Rosapark |
Creative Director |
| Jamie Standen |
Rosapark |
Creative Director |
| Nicolas Gadesaude |
Rosapark |
Copywriter |
| Julien Saurin |
Rosapark |
Art Director |
| Sacha Lacroix |
Rosapark |
Managing Director |
| Rozenn Traineau |
Rosapark |
Account Manager |
| Marine Thersiquel |
Rosapark |
Strategic Planner |
| Delphine Cotellon |
Rosapark |
Agency Producer |
| Justine Dudognon |
Rosapark |
Agency Producer |
| Hugo Legrand |
Birth |
Executive Producer |
| Hugues De La Brosse |
Birth |
Director |
Brief Explanation
To promote life jackets, we launched a drink that was actually salt water, designed to give people a taste of drowning. Printed on the can was a coupon for a 30% on a life jacket in-store.
Creative Execution
If we'd approached these people asking if they wanted to try on a life jacket, they would have told us to get lost. The trick with the drink was a fun way for our street team to start a conversation that led to prospective customers trying on the jackets.
Results
The same engagement technique was also used in-store in 25 stores in 5 countries. During the operation, sales of the vest increased by 130%, and after the operation stabilized at a 22% increase.