Face Armor by Astralis

Problem

Let's be honest. Guys can be pretty stupid – and when you add fireworks you go from dumb to dangerous.

In Denmark, 81% of young victims to accidents with fireworks are male. Even though parents and public campaigns have told young men to wear protective glasses. A gazillion times.

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Solution

So, we came up with a different approach. Instead of telling them to wear protective glasses we made them want to wear them. And what do young guys want? They want to play computer games! 96% of the target audience play computer games like Counter-Strike. And every gamer knows: Always wear armor.

So, we transformed in-game armor to real-life protective glasses – or as we called it: Face Armor.

And we did it in a collab with the iconic Counter-Strike team, Astralis. So, gaming stars co-promoted Face Amor reaching the target audience through their 1,400,000+ followers on SoMe. And made them go get their own Face Armor for free at gaming cafes across the country.

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Results

Face Armor caught the eye of the media and in only a few days, every piece of Face Armor was gone. And more importantly, accidents with fireworks went down.

Reach: 6.800.000
Media spend: 70.000 KR
Pr Value: 3.500.000 KR
ROMI: 50