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Insight

What a year that was!

2015 was quite a year at Factory Media. At times as turbulent, breakneck and enthralling as the sports we cover, Factory traversed its way through the shifting media landscape, delivering some outstanding work in the process.

 

Last year we highlighted some of the reasons why brands need action sports and we thought it worth re-iterating those points and highlighting some campaigns from 2015 that we’re particularly proud of; at the same time raising a toast to everyone involved that helped to make them so successful!

“The content is inspirational and features skill levels & activities that are generically impressive”

EE – Action Cam


With the internet becoming a hive of ‘wow moment’ content, and with more and more ways of creatively capturing content, we worked with EE around the launch of their new Action Camera to highlight the product’s USP in an otherwise crowded market.

With unprecedented access to both talent and film-makers we captured a series of ‘wowEE’ moments across a number of different action sports. From snowboarding in a concrete swimming pool in July, to jumping over your mate while drift-triking through the South Downs, this content resonated with a wider audience as it was snackable, shareable and most of all fun. Our impactful social audience base bought into the concept and organically helped share the different videos across our number of social channels and beyond, culminating in just under 1m organic video views across the campaign.

The sports included were:

  • Skateboarding
  • BMX
  • Snowboarding
  • Freerunning
  • Drift-Triking

 

Numbers at a glance:

  • 2.7 million social reach
  • 540,000 social engagements
  • 1300 cubic feet of real snow shipped in to Harrow skatepark

 

“Stunning imagery and executional merit”

Nikon “I Am Different”


 

The relationship between an Action Sports athlete and a photographer is like no other. Where else does a human willingly risk their life or their freedom for the sake of a single image?

Jumping fences at night to get a skateboarder to hit a handrail on private property, enduring a 5 hour mountain hike to shoot a snowboarder switch back 5 off a wind lip, or swimming 3ft away from a mach 10 surfer in a heavy break over a razor reef – when exposure hits critical levels, riders need to be confident their cameraman is getting gold.

With more cameras in consumers’ hands than ever in the history of photography, how does a brand like Nikon inspire creative minded 18-34 year olds to step up from phone cameras and buy into DSLRs?

At the heart of our sports is self-expression, a relationship with the environment, style and a desire to immerse in the culture; in a good picture a photographer will capture all of this. With 6 edits housed in a bespoke hub full of interviews and images we explored how established Action Sports photographers interact with their subjects and the relationship they have with their Nikon camera. Traveling around the UK, Europe and a trip to Iceland we inspired anyone who has picked up a camera to go out and click.

 

Numbers at a glance:

  • 1 million video views (400% above target)
  • 3:40min dwell time (32% above average)
  • 69% would now consider Nikon

 

“The celebrities or participants tend to elicit respect and empathy”

Ford “Live Life to the S-MAX”


Built to be one of the most versatile, practical and flexible 7 seaters on the road, the All-New S-MAX campaign needed a decent practical road test to show that it lived up to its claims of being the perfect vehicle for the adventurous man.

Step up Ski Sunday and Olympic presenter Ed Leigh and his pal (and Factory Media Creative Director) Phil Young to embark on a 1500 mile All-New S-MAX road adventure and meet up with 3 living legends from the worlds of surfing (European champ Ben Skinner), bikes (Ex World dirt champ Kye Forte) and mountaineering (Chief Cumbrian mountain guide Craig McMahon).

Their task – have fun and reignite their desire for new challenges and adventures.

With a bespoke content hub housing a photo gallery, the video series, vehicle information, hand raisers and a social wall and consumer competition, the content was delivered and distributed to our audience and beyond, through social and cross platform digital display (12m+ impressions).

Numbers at a glance:

  • 750,000 video views (50% above target)
  • 2.9 million social reach (23% above target)
  • 52,000 visits to the content hub

 

“They inspire viewers to action”

Mountain Dew – Store Wars

https://www.youtube.com/watch?v=P_x2UsUsxx8

Our challenge was to change the perception of the Mountain Dew brand and help launch it into the UK skateboard market and their surrounding cultures. We chose to do so through the brick and mortar foundations of the local scenes and the skaters themselves.

The UK skate scene is very different to what we see come out of the USA where we are fed images of beautiful beaches, smooth pavements and palm trees; our skate scenes in comparison are often dealing with crumbling subways and the car park behind the Tesco local. Because of this we had to make sure the brand resonated with the correct audience and most importantly spoke with the correct voice. We had to create something more raw and real; aligning with our skateboard brand Sidewalkmag.com gave both credibility and authenticity to the project and crucially to Mountain Dew.

With Sidewalk’s Store Wars we wanted to establish the brand with the grassroots of UK skating: the stores themselves. By creating a user generated social campaign, we gave real UK skaters the control to create their own content, all brought to life by Mountain Dew. By pitting 24 UK skate stores against each other in a series of week long contests with total video views of their own content being the final judge, we drove creativity as well as testing their knowledge of how to leverage social media. With total content reach exceeding 21m across social, brand presence was huge and the scenes adopted it well.

We followed up the social activity with an amateur skate competition in Northampton’s Radlands, a key home of UK skateboarding over the years, and also premiered the only UK showing of Brainfarm & Green Label’s We Are Blood cinematic feature at London’s Prince Charles Cinema in Leicester Square. 

With a grassroots skate store social activation, an experiential event, and full movie premiere, we delivered a fully-rounded campaign for the Mountain Dew brand to the target market. Since then perceptions of the brand have shifted favourably and future events and activities are all but guaranteed. 

 

Numbers at a glance:

  • 375 pieces of branded social content
  • 2.8 million organic video views
  • 21 million gross campaign reach

 

“Done well, they don’t feel like advertisements”

Casio G-Shock “The Indestructibles”


How do you get TV, social and digital to all work together? By teaming up with UKTV and Casio G-Shock to create 12 epic moments, featuring world-class athletes, targeted to a mass but engaged audience and sharing them across multiple platforms; that’s how!

The Indestructibles model was unique, using Factory’s strengths in a wealth of key areas and producing content for all digital and TV platforms. By wrapping a £1m production budget, and £1m of digital and social marketing around a great TV format, featuring some of the best Action Sports athletes in the game, and introducing a brand in the form of Casio G-Shock into the fold, with hundreds of native brand opportunities, an ‘everyone wins’ model was created.

Dubbed the ‘new Top Gear’ by The Times and named as Huffington Post’s ‘1 of 12 things to watch this winter’, well-known action-sports-athletes-turned-media-personalities Tim and Gendle (Tim Warwood and Adam Gendle), were dropped into different locations around Britain, where they had to take inspiration from their surroundings and dream up epic stunts that seemed near on impossible.

With an outstanding 12 ‘Pick of the Day’ editorial features from leading newsbrands, and a staggering 7m views and 34m reach, the content created and the brand partnership with Casio G-Shock not only worked for action sports fans but also resonated with a much wider audience.

 The Indestructibles was Factory’s first entry into broadcast, but perfectly fits in with our ambition to just produce great content – whether digital, TV, branded or not.

The results:

  • 7 million digital content views
  • 34 million combined digital and social reach
  • 48% YOY increase in sales of hero product
  • G-Shock brand awareness increased by 84%
  • Large positive shifts in G-Shock brand perception
  • 3x increase in likelihood to recommend G-Shock.
  • >4x increase in likelihood to consider G-Shock.

 

But don’t take our word for it…

“Working with Factory Media on the Mountain Dew ‘Store Wars’ partnership was a great experience from start to finish. The team at Factory proved to be invaluable in helping us to define key insights within the UK skate community that in turn helped to inform our planning. As well this, they put forward ideas that were over and above that of their competitor media owners. The team were also a pleasure to work with throughout the campaign. This ranged from joining weekly status meetings, helping us to react to challenges faced during the campaign period and being collaborative throughout. Factory Media became a true partner of OMDs throughout the campaign which is testament to the strong campaign results.”

Hannah Stockton, Strategy Director @ OMD

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