Cannes Lions

Sacrifice Shoe

4 AM SAATCHI & SAATCHI, Guatemala / MEAT PACK / 2016

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Overview

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Credits

Overview

Description

The unique way we developed to reach our target audience is Sacrifice Shoe. A pack that gives skaters an extra shoe for free, so they have a backup of the shoe they use the most when they are skating. The shoe they use the most soon gets destroy but they have to keep skating.

Execution

To make sure people heard about Sacrifice Shoe, the pack that gives skaters an extra shoe to have a backup of the shoe they use the most when they are skating. The shoe they use the most soon gets destroy but they have to keep skating.

We launch the special edition in January 2016, with a video of Max Barrera, our professional skater influencer. For the launch we sold the special pack at MeatPack’s 4 locations.

Outcome

The first batch was sold in only 51 hours. This made us create additional packs to maintain the special pack for 4 weeks.

We increased Vans sales at MeatPack by 35%.

MeatPacks’ instore traffic increased during the 4 weeks of the promotion by 80%

We manage to become skaters second devotion after skating.

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