A website was devoted to the handball craze and included all the event goss. An online game (with viral ambitions) mimicked the championships where kids could challenge one another to a handball dual.TV content armed kids with the hottest handball tricks and Nickelodeon’s SARVO team allowed kids to show their moves on national TV. A poster in K-Zone magazine doubled as a mask and encouraged kids to dress up as our Intergalactic brand heroe’s.

Lynx - unknown kids shoe brand - lacking credibility with kids.Slowing retail climate taken toll on brand performance - neccessitating powerful campaign idea to revive struggling bottom line.Brand appealed to mum (on price) - she was the least of our worries.Our challenge: Make Lynx desirable to kids.

1,500 kids competed in the Handball Championships, 42,000 more cheered on!

9,000 undertook the handball challenge online.

Sales flew - up 26% contributing additional AU$1.5m to the bottom line.For every dollar invested = AU$11.99 returnedGM Lynx “This is the most successful campaign the Colorado Group has ever seen”

The media team created the Lynx National Handball Championships allowing kids to interact with our brand in a more engaging and memorable way.In shopping malls across Australia - kids spent their holiday break competing for the position of the nations hottest handball player.To fuel participation in the event – the team produced specialised handball content - and executed via touch points across the Nickelodeon and K-Zone brand platforms.

Kids take cues from the playground. Through schoolyard research identified an untapped lunchtime game – Handball.Handball had experienced a resurgence in popularity and akin to our brand - handball was inclusive (any kid could play). Importantly it was distinctive from competitors who play in the ‘elite’ sports arena.Handball was born in the playground – and remained free of marketing associations – providing a genuine media first.Strategic Intent: Foster desire to play Handball and in doing so become an intrinsic part of a growing playground trend. Every contact with kids would seamlessly build our association with the game.