The solution was the Salomon Shoepon: the first shoe that is also a coupon. It rewards you for doing sports – with a Sky Sports subscription. When the sole is worn down, it reveals a code to unlock this live sports content. The fitting motto for the campaign: “Do sports. Get sports.”

This is the first time a retail item like a running shoe has been turned into a promotional item by integrating a coupon-code that only becomes visible, after the item has been used for some time.

At the centre of the campaign was the shoepon itself. How we got people into buying it? With advertising ideas that brought the idea “Do sports. Get sports” to life – with motion tracking billboards, motion activated mobile ad, interactive live promotions and many more touch point where our target group was to be found.

All measures led to the online store, where the shoepon could be purchased.

The first edition was fully redeemed after six weeks. 40% of customers bought another Salomon product. This way we turned sports-fans into people actually doing sports – and into loyal Salomon customers.