SHOEPON: DO SPORTS. GET SPORTS.
| Title | SHOEPON: DO SPORTS. GET SPORTS. |
| Brand | AMER SPORTS |
| Product/Service | SALOMON SONIC |
| Category |
A02. Durable Consumer Goods |
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Entrant
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SERVICEPLAN GERMANY Munich, GERMANY
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Idea Creation
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SERVICEPLAN GERMANY Munich, GERMANY
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Media Placement
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MEDIAPLUS München, GERMANY
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Production
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FIREAPPLE München, GERMANY
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Production 2
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DESIGNSTUBE Hamburg, GERMANY
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Credits
| Alexander Schill |
SERVICEPLAN GROUP |
Global Chief Creative Officer |
| Matthias Harbeck |
SERVICEPLAN GERMANY |
Executive Creative Director |
| Hans-Peter Sporer |
SERVICEPLAN GERMANY |
Executive Creative Director |
| Till Hohmann |
SERVICEPLAN GERMANY |
Executive Creative Director |
| Sandra Loibl |
SERVICEPLAN GERMANY |
Executive Creative Director |
| Franz Roeppischer |
SERVICEPLAN GROUP |
Creative Innovation Director |
| Lorenz Langgartner |
SERVICEPLAN GROUP |
Creative Innovation Director |
| Vladislaus Tyszkiewicz |
SERVICEPLAN GERMANY |
Copywriter |
| Sandra Willibald |
SERVICEPLAN GERMANY |
Art Director |
| Alexander Budau |
SERVICEPLAN GERMANY |
Art Director |
| Franziska Stroehle |
SERVICEPLAN GERMANY |
Art Director |
| Dr. Sebastian Wolf |
SERVICEPLAN GERMANY |
Senior Copywriter |
| Hendrik Sommerfeld |
Designstube |
Editor |
| Florian Gengnagel |
Fireapple |
Producer |
| Jonas Binder |
MEDIAPLUS GERMANY |
Senior Consultant & Planner |
| Lukas Pachoinig |
MEDIAPLUS GERMANY |
Consultant & Planner |
| Christiane Buehler |
MEDIAPLUS GERMANY |
Junior Consultant & Planner |
| Benjamin Korten |
MEDIAPLUS GERMANY |
Senior TV Consultant & Planner |
| Bernadette Paa |
MEDIAPLUS GERMANY |
Group Head TV Consulting & Planning |
| Emanuele Fino |
PLAN.NET GERMANY |
Director Strategic Buying |
| Christian Wolter |
Prex |
Audience Broker |
| Timo Cremer |
SERVICEPLAN GERMANY |
Junior Art Director |
The Campaign
Numbers had been deduced from the “best for planning”-study of 2016. On this basis we identified a large potential target group: 70% of sports-fans who are not yet doing sports themselves. We turned them into athletes by rewarding them for doing sports with what they love most: high-class sports content. How?
With the Salomon Shoepon: the first shoe that is also a coupon. It rewards you for doing sports with a Sky Sports subscription. When the sole of the shoe is worn down, it reveals a code to unlock live Sky Sports content. The fitting motto for the campaign: “Do sports. Get sports.” It was brought to life with adequately adapted interactive media ideas.
This is the first time a retail item like a running shoe has been turned into a promotional item by integrating a coupon-code that only becomes visible after the item has been used for some time.
Campaign Success
At the center of the campaign was the Shoepon itself. How we got people into buying it? With advertising ideas that brought the idea “Do sports. Get sports” to life – with motion tracking billboards, motion activated mobile ads, interactive live promotions and many more touchpoints where our target group was to be found.
On top of that we used live readers on radio, addressable TV interstitials and all kinds of supportive printed media to raise awareness for the Shoepon.
All measures led to the online store, where the Shoepon could be purchased.
Describe the success of the promotion with both client and consumer including some quantifiable results
The first edition of the shoe was fully redeemed after six weeks. 40% of customers bought another Salomon product. This way we turned sports-fans into people actually doing sports – and into loyal Salomon customers.
Explain why the method of promotion was most relevant to the product or service
Probably the best way of promoting a great product is by making people use it. That’s what we did with the Salomon Shoepon. By turning a sports-shoe into a coupon for sports-content we turned people into athletes who were already crazy about sports – but without doing sports themselves. The relevance for the whole category: if you can find a way to integrate a reward system into your product you’re already on the winning track.
Salomon is a challenger brand in the sports industry. With great products for beginners. To gain momentum for the brand we followed a completely new approach. Our most fundamental insight for this was deduced from the “best for planning”-study of 2016. On this basis we identified a potential target group of 70% of sports-fans who are not yet doing sports themselves. We turned them into athletes by rewarding them for doing sports with what they love most: high-class sports content.
The core of the campaign was our promotional item: the Shoepon. A shoe that revealed a code to unlock a Sky Sports subscription as soon as the sole is worn down. And we raised awareness for this special promotion with interactive media, that brought the idea of “do sports to get sports” to life.