In a context of economic crisis and high youth unemployment in Spain it is difficult for the brand to transform the emotional bonding into sales.

For our target music and his favorite activity, skateboarding are areas that can’t live apart.

So we launched a campaign asking skaters to go to the store with their X-Rays and, if they spend 60 euros at the Vans Store of Madrid, we transformed their X-Ray into a record with the song they were listening to when they fell down and sent them back the record through a mailing.

With all the songs redeemed through the promotion, we created BROKEN BONES RADIO by VANS, a digital radio (podcast) that can be heard online and also at the Vans Store of Madrid.

The promotion test was limited to the first 1.000 X-Rays redeemed, and the promotion expired just after 5 days (when the 1.000 X- Rays were gathered).

The average purchase value of the skaters that redeemed X-Rays was 94,93 Euros (the promotion was valid with a purchase of 60 Euros).

This promotion has become a best practice of Vans of Madrid and will be used at the launch of new Vans collections.