Let's be honest. Guys can be pretty stupid – and when you add fireworks you go from dumb to dangerous.
In Denmark, 81% of young victims to accidents with fireworks are male. Even though parents and public campaigns have told young men to wear protective glasses. A gazillion times.
So, we came up with a different approach. Instead of telling them to wear protective glasses we made them want to wear them. And what do young guys want? They want to play computer games! 96% of the target audience play computer games like Counter-Strike. And every gamer knows: Always wear armor.
So, we transformed in-game armor to real-life protective glasses – or as we called it: Face Armor.
And we did it in a collab with the iconic Counter-Strike team, Astralis. So, gaming stars co-promoted Face Amor reaching the target audience through their 1,400,000+ followers on SoMe. And made them go get their own Face Armor for free at gaming cafes across the country.
Face Armor caught the eye of the media and in only a few days, every piece of Face Armor was gone. And more importantly, accidents with fireworks went down.
MEDIA SPEND: 70.000 KR
PR VALUE: 3.500.000 KR