Publicis Germany realised a street marketing campaign for EVOC, a small premium brand engineering a high tech equipment for outdoor sports. Among their products is the EVOC backpack which is supposed to protect your spine by absorbing up to 80% of any impact to your back thanks to its integrated lightshield protector. Publicis had to create awareness around the brand with a limited budget. So they decided to create an experience around the product : the EVOC Indestructible Billboard. The backpack was integrated into a billboard and Berlin passers-by could hit it to test its resistance. Every impact updated the EVOC Facebook page in real time. People could tag and share their photos and try to climb the high score.
Via Mayda Bakri