• Research and data gathering

Two key insights about our target drove the creative idea:

1. Every athlete has their own place of obsession to practice their sport of choice. The Canadian landscape offers endless locations unknown to advertisers.

2. Sports are an interest that foster values around community and are generally led by influential figures. Athletes demonstrate a sense of pride in being able to share their passion for their sport and aspire to emulate their influencers’ passion and drive.

Oakley leveraged these insights to launch the #liveyours movement, a space where athletes tagged their favorite hot spots to practice their sport of obsession. In order to tap into each community, we disseminated the movement with the help of key athletic influencers, who encouraged their communities to join the movement. This would unlock a list of places unknown to advertisers where Oakley could intercept and engage with millennial athletes.

To enter their consideration set, we needed to capture their attention in a highly relevant moment: While practicing their sport of obsession. We chose media channels adapted to customize place-based advertising. We created a hyper-personalized campaign, by integrating UGC, with non-traditional OOH and geo-fencing mobile tactics to reach our niche target.

1.User Generated Content: First, through a partnership with sports influencers, we encouraged our audience to share their "places of obsessions" across Canada on all social media platforms.

2.Custom place-based advertising: Through all of UGC collected, we identified key areas allowing us to speak directly to an interested target. We leveraged the data to build and install unexpected posters in the places of obsession identified by the millennials themselves

3.Digital retargeting: The geo-fencing strategy would identify each individual’s sport of obsession, which we could then leverage to continue the conversation with relevant content through retargeting tactics on the athlete's mobile.

Despite a fragmented target, Oakley was able to engage with its desired target: the millennial athletes.

• More than 1,000 places of obsession have been identified by the users

• More than 50,000 pictures were charged

Moreover, the engagement rate was five times higher than the norm. We can now definitely conclude that Oakley was able to start a new relationship with the millennial athletes.