70% of sports-fans don’t do sports themselves. This huge potential target group should be conquered for challenger sports brand Salomon. The question was, how to get these people into doing sports – and on a limited budget, that is. At least a three digit number of potential customers should be converted into buyers.

We achieved this goal by turning a sports-shoe into a coupon: the Salomon Shoepon was born. The first shoe that rewards people for doing sports with exclusive sports content.

At the center 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 ads, interactive live promotions and many more touchpoints where our target group was to be found.

On top of that we used live readers on radio, addressable TV interstitials and all kinds of supportive printed media to raise awareness for the Shoepon.

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