Our solution for reaching summer beach crowds in California was a wall of Branded Surfboards, and an interactive Street Team that would take the Kona brand right out onto the beach! The surfboards were a great way to make Kona’s Hawaiian heritage a key element in the campaign, and are an example of how creative outdoor can adopt brand elements and turn them into a surprising new media format. The team drew crowds wherever they went, and consumers were anxious to pose with the boards.
STRATEGY: Use out of home advertising to increase brand awareness for Kona in Southern California
TACTICS: A wall of branded surfboards was created to allow Kona to go directly to their target audience on the beach. This innovative media solution tied into Kona's heritage and created media in an environment where there were no other options.
RESULTS: Kona not only saw an increase in sales of the featured, flagship brand, but also in their other brands as well.