Leading word-of-mouth agency 1000heads has launched a major new campaign on behalf of long-standing client Salomon. The creative and highly participative social campaign supports the outdoor and adventure clothing brand’s new positioning and focuses on encouraging mountain sports lovers and fans of outdoor and adventure sports to go outside and play.
The fully integrated digital campaign, which will run for eight weeks, is built around insights gleaned from Salomon’s customers. Through these insights, 1000heads has created a series of targeted social videos, designed to tap into fans’ passions and motivations, harnessing the most ‘playful’ among them and directing them to the Salomon Time To Play dedicated website.
Experience the campaign at: https://timetoplay.salomon.com/
What if you were in our next video?
Find out how on: https://t.co/hjHmBmyfQa#TimeToPlay pic.twitter.com/BNLajxpEjR
— Salomon (@SalomonSports) October 17, 2016
Once on the website, visitors have the chance to become part of the campaign and create their own Time To Play content by watching Salomon’s Time to Play video, selecting their favourite scene and uploading a short video or image to replace all or part of it. At the end of the campaign, 1000heads and Salomon will transform all user-generated content into a remixed version of the video which will be shared across social media platforms, allowing thousands of pieces of fans’ content to be seen by a global audience.
The campaign will be supported by a series of sports specific athlete videos, a dedicated Time To Play website, a full takeover of Salomon.com, a customer email campaign, Facebook Canvas and content creation from Salomon athletes and influencers.
Anssi Makela, Global Digital Marketing Manager at Salomon comments:
“Our mission is to celebrate people in their moment of play and this campaign is all about allowing fans of the brand to do exactly this. We love its participatory nature and the fact that it puts our audience right at the heart of the content, allowing them to drive our story forward. This is an approach which perfectly embodies our values as a brand. We can’t wait to see the end result and we’re certain we’ll be inspired by the spirit of play it shows.”
Ben Pearson, Account Director at 1000heads comments:
“To inspire audiences with a campaign like this depends upon understanding them and that’s why insights were central to developing the creative approach. The outcome is a campaign which we’re confident will capture the imagination of Salomon’s most playful fans as we harness not just the spirit of play, but get them to show us how they themselves play.”
Experience the campaign at: https://timetoplay.salomon.com/