Sports and lifestyle brand Oakley goes beyond boundaries; Courtesy Candid

Strategic Brand Activation Agency, Candid Marketing is currently executing a new campaign for the sports and lifestyle brand ' Oakley. The campaign "Go Beyond Boundaries' leverages the current cricket season as a platform for the brand activation. Yuvraj Singh, the brand ambassador for Oakley also features in the campaign.

The entire campaign was initiated with the dual objectives of "Educating' and "Exciting' the target audience for the brand. As a part of the campaign, Candid Marketing designed and created a bus for Oakley with engagement tools both inside and outside the bus. The interior of the bus has been converted into a demonstration zone to conduct the scope machine test, which focuses on the optical superiority of the brand compared to other brands.

Outside the bus, a bowling machine with a cricket net is set up. The promoters present at the site, interact with the target audience and encourage them to play the "Score More than 36 in an over' game. The participants winning the game are gratified with Oakley merchandise.

Simultaneously, Candid Marketing is also executing a digital activation campaign "Oakley Be The Rebel Contest' on Facebook. As a part of this initiative, contestants are required to bring out the rebel inside in them by clicking themselves in a rebellious look and showing how they can go Beyond Boundaries. After clicking, the contestants are required to submit the rebellious look photograph on Oakley India Facebook page and invite friends to cast their votes on it. The photograph with the maximum votes at the end of the campaign will be the winner and will be entitled to a grand prize- a special evening with Yuvraj Singh and will also be gratified with Yuvraj Signature Series Plaintiff Eyewear. Other 50 winners will be gratified with Oakley branded merchandise.

Speaking on the campaign, Devika Sharma, Managing Partner, Candid Marketing said, "The campaign originated from the philosophy of the brand which believes in going beyond boundaries, redefining rules and going against all conventions. Since Oakley relates itself heavily to sports, IPL was the best opportunity for the brand to promote itself in India. The idea was to use a mobile platform to travel across the country & create awareness about the brand during the IPL season. We have received an overwhelming response from the activity so far and have seen a lot of participation too."

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