| Title | WAVE |
| Brand | DECATHLON |
| Product/Service | TRIBORD IZEBER FLOTATION VESTS |
| Category |
A01. Use of Promotional Events & Stunts |
|
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 |
The Brief
One in three people in France don't wear safety equipment at sea. The brief was to make people aware of Tribord flotation vests, an affordable way to stay safe.
Our strategy was to give them a taste of drowning that they'd never want to experience again. To achieve that, we manufactured a drink that looked like a cool energy drink, but was actually 100% sea water.
Campaign Success
Over a 4 day promotional period, we distributed the cans to people on and around beaches and docks in the south of France. By visiting marinas and docks, we were able to target water users.
Describe the success of the promotion with both client and consumer including some quantifiable results
During the operation, sales of the vest increased by 130%, and after the operation stabilized at a 22% increase.
Explain why the method of promotion was most relevant to the product or service
This was a street marketing operation to promote a life vest sold by sports equipment brand Tribord. A street team distributed cans of energy drinks at beaches in the South of France. The cans were actually filled with 100% salt water, designed to give people a taste of drowning. The cans themselves could be used for a reduction on the purchase of a Tribord life vest.