| Cannes Lions, 2015 | ||
|---|---|---|
| MEDIA | USE OF MEDIA: USE OF AMBIENT MEDIA: SMALL SCALE | SILVER |
| Eurobest Awards, 2015 | ||
| Direct | Use of Direct Marketing: Targeted Ambient Media: Small Scale | Bronze Eurobest |
| Media | Use Of Media: Use of Ambient Media: Small Scale | Silver Eurobest |
| Cristal Festival, 2015 | ||
| Media | Clothing / Accessories / Textile | Sapphire (Silver) |
| Promo & Direct | Best use of ambient in a promotional campaign | Emerald (Bronze) |
| Outdoor | Interactive outdoor Experience | Sapphire (Silver) |
| Media | Best Use Of Ambient | Cristal (Gold) |
| Mobius Awards, 2015 | ||
| GUERILLA / AMBUSH | Apparel, Footwear & Accessories | MOBIUS |
| D&AD Awards, 2016 | ||
| Media | Use of Direct Media | Wood Pencil |
| Effie France 2016 | ||
| Mode accessoires luxe | - | Argent |
Alternative Title: La Pire Boisson Du Monde
Brand: Decathlon - Tribord
Agency: ROSAPARK
Geo: France
Producer: Delphine Cotellon(ROSAPARK)
Co Founder: Gilles Fichteberg(ROSAPARK)
Creative Director: Jamie Standen(ROSAPARK)
Co Founder: Jean François Sacco(ROSAPARK)
Co Founder: Jean Patrick Chiquiar(ROSAPARK)
Art Director: Julien Saurin(ROSAPARK)
Producer: Justine Dudognon(ROSAPARK)
Creative Director: Mark Forgan(ROSAPARK)
Copywriter: Nicolas Gadesaude(ROSAPARK)
Account Manager: Rozenn Traineau(ROSAPARK)
Managing Director: Sacha Lacroix(ROSAPARK)
Strategic Planner: Marine Thersiquel(ROSAPARK)
Producer: Delphine Cotellon(ROSAPARK)
Co Founder: Gilles Fichteberg(ROSAPARK)
Creative Director: Jamie Standen(ROSAPARK)
Co Founder: Jean François Sacco(ROSAPARK)
Co Founder: Jean Patrick Chiquiar(ROSAPARK)
Art Director: Julien Saurin(ROSAPARK)
Producer: Justine Dudognon(ROSAPARK)
Creative Director: Mark Forgan(ROSAPARK)
Copywriter: Nicolas Gadesaude(ROSAPARK)
Account Manager: Rozenn Traineau(ROSAPARK)
Managing Director: Sacha Lacroix(ROSAPARK)
Strategic Planner: Marine Thersiquel(ROSAPARK)
Production Company: Birth
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.