Objectives:

• Increase summer collections share of turnover from 20% to 40% by 2011.
• Develop Kari Traa from a sports brand, into a fashion brand.
• Increase total unaided awareness from 14% to 20% among women 12-30 by 2010.
• Generate 4x total campaign investments in viral media spread
• Get international attention.

Insight & Strategy
The brand Kari Traa is closely linked to the Mogul Skiing Olympic Gold Medalist, Kari Traa.

Consumer loyalty among high profile skiing apparel brands is diminishing, raising the bar for challenger brands in terms of consumer involvement and attitudes.


Execution:
Kari Traa, the brand, wants to use this link to introduce more fashion into sports, by tapping into the creativity of young women. Based on this Vizeum and Suddenly recommended that the entire budget was dedicated to engineering an ambitious and top notch design engine, where consumers could enter into a design competition by developing their own Kari Traa summer collection design.
This design platform was crowd sourced through social media networks, only supported by a small advertising campaign online.


Results:
Media exposure value equaling 5X total campaign investments obtained after the first month

Massive engagement! During the first month only, 3000 different designs were entered, and these were shared more than 14.000 times -that’s a share ratio of almost 5!

75% of contributors were women, with an average age of 23. This illustrates campaign accuracy.

Average time spent on site: 6 minutes

Unique visits, with no media spending: 110.000

Massive attention in national and international press! This includes Site of the Day awards from FWA, Designcharts, Dope Awards and DesignLicks, and about 10 other similar sites. This led to visitors from 99 different countries, and covered the goal of international attention.