Fuel Tv: Cobblestone Riders [image]

Credits & Description:

Market: Lisboa
Agency: Fcb Lisboa
Entrant Company: Fcb Lisboa
Agency Network: Fcb
Holding Company: Interpublic Group
Production Company: Bro Cinema
Advertiser / Brand: Fuel Tv
Creative Director: Luis Silva Dias
Creative Director: Edson Athayde
Copywriter: Viton Araújo
Art Director: Rodrigo Burdman
Art Director: Eduardo Pastor
Designer: João Martins
Developer: Ricardo Marques
Director: Mario Patrocínio
Photographer: Pedro Patrocínio
Composer: Paulo Costa
Animator: Claudio Jordão
Short Synopsis:
Fuel TV is an action sports TV channel available in 70 countries, including Portugal. Skaters are a great part of our target audience.
How to engage with the skateboarding social community and create relevant, local, online content in a country where the streets are the nightmares of any skater?
The Cobblestone Riders project turned the Portuguese cobblestone streets, criss-crossed with tramway rails, into the perfect place for a new way of skating. We promoted this new sport with a radical online video series.

Full Synopsis:
The Campaign
Cobblestone Riders project turned the Portuguese cobblestone streets, criss-crossed with tramway rails, into the perfect place for a new way of skating. All thanks to a board specially designed to skate the unskateable.
Creative Execution
Describe the execution:
Instead of designing a sophisticated marketing strategy we designed a way to skate the unskatable…
The dynamic shape offers a perfect feet positioning for a high-speed downhill.
The traditional portuguese cork- while absorving all vibrations - increases the surface’s grip while gives a sense of lightness to the whole body.
And all converges into the heart of the board: the central wheel is designed to be the perfect counterpart of a railway track.
100% made of nylon: for less friction and a solid slide.
Indication of how successful the outcome was in the market
Most watched and shared video
in the history of fuel tv’s social media
A single item that impacted
over 18 million homes
in 70 different countires
225.000€ IN ONLINE
EARNED MEDIA
Stock sold out
in the 1st week
Now only taking pre-orders
at cobblestoneriders.com
Brand relevance:
FUEL TV is multinational a cable TV action sports channel. It was born in Portugal but lately was losing relevance. It was really needing a bond with portuguese skaters to enlarge its audience online and offline.
Choice of campaign elements:
We were looking for an original, 100% Portuguese, way of promoting Fuel TV and discovered a completely new sport. The board itself is the heart of the idea and the campaign, that spread fast through online and offline films.
Target Audience:
Young people: 10-14years
Young Adults: 15-24 years
Adults: 25-34 years
Split audience by content (approximately):
56% skate
35%
9% other radical sports
Approach:
We created a unique and 100% portuguese item, capable of creating a strong interaction with local skate community.