The client asked the agency to promote one of the smallest HD camcorders in the world, the new HV20. Easy to use, heavy duty and extreme performance were the key product attributes to be pushed.

The agency creative approach was focused on the “extreme” concept.In order to communicate the product the agency created an advanced videoblog for pro athletes to post details of their extreme adventures.The technologically advanced videoblog offers all visitors the opportunitiy to keep in touch and feel the emotion of the extreme challenges through HD pictures and videos recorded and posted daily.Visitors engage with the athletes, interact, following the journeys through the integrated Google Earth/Maps interface, also embedding and sharing contents, thus building a strong relationship with the brand.

The three once-monthly expeditions generated more than 100,000 unsolicited visitors to the videoblog.

There was no other advertising support (on or offline).