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OAKLEY: KATO GLOBAL LAUNCH EXPERIENCE
A FIRST OF-ITS-KIND PRODUCT REVEAL
Presented with the opportunity to launch Oakley's next major innovation in eyewear, we dug into the Oakley archives to uncover what makes the Kato best in class. Inspired by the unique product narrative, we developed an athlete seeding strategy that delivered on the Kato performance benefits while telling the story behind the design.
THE CAMPAIGN
To build hype and anticipation, we developed a shared moment that built on the mystery, intrigue and excitement around Kato. The shareable Augmented Reality experience allowed members of Team Oakley to unlock a piece of history and share the content with their fans and followers on Instagram. Our targeted seeding strategy resulted in a social campaign celebrating Oakley’s history of innovation and disruptive design.
The campaign was initiated with tease content that featured a 24 Hour countdown clock hovering above the “locked” pod. The next day, we launched reveal content that synchronized with the pod to create a seamless presentation that delivered on the core product narrative.
“THE DESIGN OF OAKLEY’S NEW KATO EYEWEAR IS SO CRAZY, IT NEEDS AN AR INTRODUCTION.”
-DIGITALTRENDS
BRAND STRATEGY / CREATIVE DIRECTION / EXPERIENCE DESIGN / CONTENT CREATION / PRODUCTION / PROJECT MANAGEMENT
Creative Agency: KAMP
Production: KAMP
VR Development: BRDG Studios
May 2021
