PDF - Atomic Direct

ATOMIC DIRECT
Mission Athletecare
Challenge
1219 SE Lafayette
Por tland, OR 972 02
T5 03. 2 9 6.6131
Mission approached Atomic with their innovative cooling towel featuring proprietary
F5 03.296.9890
Enduracool technology. While competitors existed, consumers were barely aware of this
product category and didn’t believe the technology worked. Fortunately, Mission stood out with
their chemical-free cooling that cooled up to 30 degrees below average body temperature.
January 15, 2012
Our task was to introduce Mission’s Enduracool towel in order to create high demand for the
introduction at Lowe’s stores as well as driving sales by phone and on the web. We faced an
Dr. Atomic
challenge ensuring consumers sought this athlete-endorsed product at Lowe’s instead of
1002 SE added
Flash Lane
Dick’s
or Sports Authority (the more natural assumption).
Portland, OR 99999
What we did
Dear Dr. Atomic,
Atomic’s :60/:120 spots opened on a job site to establish the fundamental product idea (a towel
thatalis
cools
dramatically
wet)
and to connect
that
idea to
Lowe’s.
We executed
thetest,
spot
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using
a
direct
presentation
approach
so
that
the
towel’s
purpose
was
clear.
The
idea
of
the
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supported
with
“proofs”
demonstrated
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thermometer
readings,
a visual
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display
of
thermo-graphic
cooling
and
educational
animation.
Added
credibility
for
the
product
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was created with testimonials from professional athletes Dwyane Wade and Serena Williams.
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consumers
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The campaign’s
was extraordinarily
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product
sold out
at retail
and had
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to
be
pulled
after
just
over
2
months
on-air
--a
full
month
before
schedule.
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that
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the advertising and product were so prominent that Jay Leno mentioned the spot in his opening
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We’ve continued with new Towel campaigns and created spots to introduce the wearable MultiCool version. This fundamental campaign strategy continues to deliver success – balancing DIY
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like Mia Hamm, Kevin VanDam, Jimmie Johnson, and Drew Brees.
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Sincerely,
Ivon Blastov