Hit it hard with Evoc

In March 2012, Berliners were amazed to see a real Evoc freeride backpack sticking out of one of the advertising posters in the middle of Kurfürstendamm - as part of the poster. Above it was an invitation to test the rucksack with all your might, i.e. to give it a good pounding. The Munich-based protector and rucksack specialist has now won the "Ispo Award 2013" in the social media category for this advertising campaign.

Unusual test scenario
On Berlin's Ku'damm, passers-by were able to test the durability of the Evoc Litehshield Protector bike backpack for a day - because the backpack was integrated into a billboard. The rucksack survived the event unscathed, and the eager public were able to see for themselves that the rucksack not only works as a load carrier, but also as a bumper.

Offline meets online
But why did Evoc win a prize in the social media category at the 2013 Ispo sporting goods trade fair thanks to a poster advertisement? The hundreds of fist, head, elbow or full-body blows to the backpack integrated into the poster were followed by a wave on social media. With every hit, a camera integrated into the poster took a snapshot and posted it directly to Evoc's Facebook channel at the touch of a button. This Facebook fan page saw a 220% increase in fan activity following the advertising campaign. Hundreds of uploaded photos or numerous positive comments turned the campaign in the real world into a self-runner in virtual society.

Good preparation
Not only the real event on the Ku'damm, but above all the digital reaction to the "Indestructible Billboard" was meticulously prepared. The idea came from the creative minds at the advertising agency Publicis in Munich. This team was also responsible for the complete implementation - including the link to the Evoc Facebook fan page and the creation of a video for documentation. The campaign was realized together with the outdoor advertising provider WallDecaux Berlin and the technicians from Palo Altonale Hamburg. The companies create and more from Frankfurt were involved in the construction and the companies wige and Orange Sound, both from Munich, in the video and sound production.

Good response
Evoc's "Indestructible Billboard" campaign has also caused a stir outside the sports industry. On October 18, 2012, the Publicis agency won bronze at the DMMA OnlineStar, an award for the digital industry, in the Socia Media category for the unconventional advertising campaign.

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