The effectiveness of our campaign BURN IN HEADS in Poland (2009/2010), echoed in the corridors of Coca-Cola Company, owner of the brand ‘Burn’. We were therefore asked to create a concept for introducing a new brand positioning - „fearless creativity” - in 30 European markets.
challenge
The task of our agency was to create an umbrella strategy to present a new vision of the brand. Another challenge was to engage the global environment of snowboarders and mass audience at the same time. The campaign started at the beginning of 2011.
One of the tools of communication, which we decided to use a number of international snowboarding competitions.
We have proposed a series of activations for both snowboarders and ordinary consumers of our Burn energizer, to let them discover and understand the idea of the new brand positioning.
One of the tools of communication, which we decided to use a number of international snowboarding competitions.
We have proposed a series of activations for both snowboarders and ordinary consumers of our Burn energizer, to let them discover and understand the idea of the new brand positioning.
Solutions
We have created a platform named „Gravity got fired” in which we presented the silhouettes of internationally renowned snowboarders - their dreams and paths to success: Gigi Ruf, Staale Sandbech and Arthur Longo. As part of their passion they took on the fight against gravity. Their stories were exemplifications of the idea of „fearless creativity” and became an easy to read and understand metaphor for the new brand positioning.
The leitmotif of the project were cartoon images of our ambassadors. They appeared in the TV and online campaign, on POS, gadgets and social media promoting action.
For the consumers of Burn – we’ve created two online competitions: Burn Air&Style and Burn Rail Session, so that consumers could get to know the new brand idea, as well as play for prizes. In both competitions they could get a ticket and flight to international snowboard tournaments. Moreover - in the second online contest they could win a ride on a snowboard in the company of world-class snowboarders – Burn brand ambassadors.
The leitmotif of the project were cartoon images of our ambassadors. They appeared in the TV and online campaign, on POS, gadgets and social media promoting action.
For the consumers of Burn – we’ve created two online competitions: Burn Air&Style and Burn Rail Session, so that consumers could get to know the new brand idea, as well as play for prizes. In both competitions they could get a ticket and flight to international snowboard tournaments. Moreover - in the second online contest they could win a ride on a snowboard in the company of world-class snowboarders – Burn brand ambassadors.
Results
In addition, we have created a unique Burn zone in a series of snowboard competitions on European slopes (i.e.:Air&Style or XGames), where event participants could personally experience our brand. It has become a phenomenon of the competitions and later we traveled with that and used it during other events.
‘Gravity got fired’ was communicated with:
TV spots
YouTube and FB (contests, movies)
Press
POS (limited edition cans, stands, price tags, refrigerators, etc.)
Gadgets
Internet campaigns
Dedicated micro site
Events
Production of the first in Poland container based zone as a place of contact with the brand (the game on iPads integrated with FB, interviews, meetings).
Our platform has proven to be an excellent transition to communicate the new positioning and has been implemented in cross-european communication in 2011 winter.
‘Gravity got fired’ was communicated with:
TV spots
YouTube and FB (contests, movies)
Press
POS (limited edition cans, stands, price tags, refrigerators, etc.)
Gadgets
Internet campaigns
Dedicated micro site
Events
Production of the first in Poland container based zone as a place of contact with the brand (the game on iPads integrated with FB, interviews, meetings).
Our platform has proven to be an excellent transition to communicate the new positioning and has been implemented in cross-european communication in 2011 winter.
Spot 1:
Spot 2:
Spot 3:
