Evoc is a German outdoor sports brand that has developed a shock absorbent backpack that could help prevent spinal injuries.
Without much of an advertising budget the company decided to create an interactive "Indestructible billboard". Passers-by were challenged to hit a backpack as hard as they could and the results of the power of the hit was displayed on a screen. A camera also took pictures of the moment of impact and people could post these photos to Facebook and share with their friends.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.