Snowboarding in the summer? On August 5th and 6th, Advertising Agency 24DP dressed dozens of actors in full snowboard gear in 90 degree heat for coast to coast events throughout New York City and Los Angeles. The guerrilla campaign, “Move Fresh,” took spectators by complete surprise as the temperature rose across the country.
“At first I had no idea what was going on,” says Santa Monica resident, Justin Philp. “I was walking down the beach and saw a large group of snowboarders. One of them asked if I knew where the lift was.”
Snowboarders united in the two major east and west coast cities for “Move Fresh,” a marketing promotion for FlatRate Moving and SASS Global Travel. The moving and adventure sports travel companies teamed up to give away an all-inclusive, nine day snowboard/ski vacation to Bariloche, Argentina. These guerrilla marketing stunts were part of a larger multi-platform advertising campaign spread across television, subway, print, social media, and outdoor.
“The results were incredible,” says Brian Cristiano, CEO of 24DP, the Manhattan-based Advertising Agency for both FlatRate and SASS. “There was no way to miss it. People were walking down the street sweating to death and here comes a group of snowboarders, boards-in-hand, wearing jackets designed for 30-below zero weather.”
In the weeks leading up to the event, the phrase “Just Tell Them I’m Shredding the Gnar Gnar” was conspicuously placed throughout the cities. Curious passers-by could Google the phrase and find the “Move Fresh” television commercial featuring a boss standing on his desk in a full ski gear.
“The commercial was such a hit that the guerrilla efforts were the obvious next step,” says Jon Katz, VP of Marketing for FlatRate. “The stunt quickly became popular with the crowds. People were coming out of their offices just to see what it was all about.”
View spot on The SPW Channel here.
For two days, Manhattan residents couldn’t avoid the snowboarders in Union Square, Washington Square Park, and Soho. Simultaneously, boarders took over Infuzion Cafe in Santa Monica, giving away free coffee to anyone who entered the cafe. The winter tour continued down the Third Street Promenade to the Santa Monica pier where snowboarders were seen making snow angels in the sand.
“A winter-in-the-summer campaign is one thing,” says 24DP Executive Producer, Chelsea Tillett. “But watching people in full snowboard gear trek down the beaches of Los Angeles, stepping over sunbathers and sand castles, that’s the unusual attention grabber we wanted.”
Anyone who books a move with FlatRate Moving before August 20th is automatically entered to win a VIP trip to Argentina with SASS Global Travel in September. He or she will enjoy full service tours, delicious meals, exclusive events and local classes, along with the fresh powder at the top of Cerro Cathedral. To see more and read the Official Rules visit www.flatrate.com/movefresh.
Credits
Client: FlatRate Moving & SASS Global Travel
Agency: 24DP
Director: Jarett Bellucci
ECD: Brian Cristiano
EP: Chelsea Tillett/ Jon Mikey Katz
Additional Images:
http://www.24dp.com/media_kit/movefresh
Additional Info:
www.flatrate.com/movefresh
www.flatrate.com
www.sassglobal.com
www.24dp.com
