Title	WAVE
Brand	DECATHLON
Product/Service	TRIBORD IZEBER FLOTATION VESTS
Category	C03. Other Consumer Products (incl. Durable Goods)
Entrant Company	ROSAPARK Paris, FRANCE
Advertising Agency	ROSAPARK Paris, FRANCE
Production Company	BIRTH Paris, FRANCE

Name	Company	Position
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

One in three water users in France do not wear a floatation vest. Our client, Tribord, makes good, affordable floatation vests. To communicate this, we launched a secondary product : a drink, filled with 100% salt water, designed to give people a taste of drowning.

Results and Effectiveness

During the operation, sales of the vest increased by 130%, and after the operation stabilized at a 22% increase.

Creative Execution

Our media was the fake drink can. All the information was there. The message : make this your last taste of drowning. There was also a reduction coupon printed on the can. People could take the empty can into the store and get a 30% reduction.

Insights, Strategy and the Idea

These kind of long time water users don't like people telling them to wear a life vest. So the idea was to catch their attention with the fake drink. We targeted users around the water, on beaches and marinas. In each location, a street team would first hand out the drinks, and then demonstrate the life jackets.