EVOC Sports is small premium brand for outdoor sports. It’s a young company, still putting all their time and money into product development and research. So, with almost no money left for advertising, how can we make them and their brand more famous? How do we get people to talk and relevant magazines to write about them?

Their perhaps finest product is the EVOC protective backpack that absorbs any impact to the back and can prevent spinal injuries. We decided to put this product in the spotlight. We were going to get people to experience the shock absorbing effect in a fun way, and then let them pass it on.

In central Berlin, we put up a billboard with an integrated backpack. To add an extra incentive we created a competition: Who can hit it hardest? Screens in the billboard responded with the force of the impact and how much that was absorbed by the backpack. Every impact also updated the EVOC Facebook page. Here, people could tag their photos, share the results to friends and climb the high score.

The results was 97 hits per hour; hundreds and hundreds of pictures uploaded and shared on Facebook. Fan activity increased 220%. In the end, social media and several magazine about outdoor sports talked about EVOC and their backpack.

At Breitscheidplatz in central Berlin, we put up a billboard with an integrated EVOC protective backpack. Here, people could compete with their strength by hitting, kicking or tackling the backpack as hard as possible. Immediately, screens responded with how hard the impact was, together with how much that was absorbed by the backpack. Every hit also updated EVOC's Facebook page in real-time where the participants could tag and share their pictures, and climb the high score.

Hundreds and hundreds of people participated by hitting the backpack at location. There were 97 hits per hour. And as a result, hundreds of pictures were uploaded and shared on the Facebook page. The fan activity on the page increased 220%.

At the same time, the event was talked about both in social media and several outdoor sports magazines featured EVOC, their backpack and the unusal billboard.