It's Your Head
Agency: Arnold Worldwide
Budget Range: Under $10 MM
Percentage of Print in the Media Mix: 90%
Unit Size: Pages and small space
Other Media: Posters and Banner Advertising on various web sites
Media Mix: Case studies that are magazine dominant, 75%+ of total budget
Objective: |
- Increase brand awareness and sales
- Position Boeri as the experts and educate the target about safety without being preachy
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Target Audience: |
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How Magazines Were Used: |
- Honed in on niche target in magazines that complimented off the wall humor
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Results: |
- Campaign made Boeri, the smallest company in the helmet category, the number one brand in the snow industry.
- Boeri now has 65% of market share, with the closest competitor at only 15%.
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Industry Awards: |
- 2002 MPA Kelly Finalist
- Cannes Silver Lion
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Other Recognition: |
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Comments: |
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