The first ever cannonball competition. A roadshow touring swimming pools all over Germany to find to biggest splash possible. It was called the "Arschbombetour" or ass bomb tour as a literal translation.

The setup consisted of a large air mattress in the shape and form of the product, which was placed in the pool. One kid would take position at one end of the air mattress while another would jump onto the opposite end, launching the first kid into the air and into the pool, ass first. All cannonballs were videotaped and put up on a dedicated YouTube channel.

The promotion resulted in 1.3 million product impressions both on and offline. 500,000 product samples enjoyed and 3,500 cannonball videos uploaded to YouTube. Next to these quantifiable results the campaign also generated much press coverage in the local media wherever the tour set up. More importantly, the promotion created a positive and lighthearted connection between the brand and its target group, proving that soft selling works...