THE NEXT GEN RUBBER.
We sell a piece of rubber the size of a postcard that makes good table tennis players even better. Much better, in fact. All we need now is a name, packaging and compelling storytelling for our new table tennis rubber. Table tennis insiders now know what the task was. Everyone else will neither understand why you would easily pay £60 for this piece of rubber nor why the market launch of a table tennis rubber is so essential for a brand in this sport.
Naming
For the predecessor of this table tennis rubber, we deliberately chose a name with a German sound that could also establish itself internationally: RASANT.
The rubber is a quality product – made in Germany and developed by a German brand.
Since the successor product offers even more impressive performance, we simply decided on the name RASANTER.
The letter R becomes an important element of the branding.
CAMPAIGN CREATIVES
We deliberately combine the statement 'made for me' in the R53 version with one of the best European professionals, our testimonial Simon Gauzy. We are creating an exclusivity here that also appeals to ambitious amateur players. After all, the statement ‘made for me as a professional’ is meant to be taken seriously, as this aggressive rubber is only recommended for players with advanced technical skills. For the easier-to-master versions of the rubber, the headline 'made for you' was added in a further campaign.
Packaging design
The packaging layout uses the letter R (for Rasanter, meaning fast) in combination with a technical value for the hardness of the rubber. For table tennis players, this value is a recognised indicator of rebound, i.e. the speed at which the ball can be returned. This has resulted in a system that tells players a great deal about the product and impresses with its technically modern look.
Energy Cell - das Storytelling
A table tennis rubber consists of a rubber top layer and an underlying sponge that provides the ball's rebound. Thousands of tiny pores or cells in the sponge compress and expand, releasing energy. It was precisely this property that became the story. We created a stage for the special cell structure, showed it in close-up in action and credibly demonstrated the uniqueness of this chemical-physical marvel.
CGI (computer-generated images) images and videos explain the special cell structure of the sponge and provide convincing arguments for the performance of the rubber.
The Dragon's Wings
andro Pro Team player Simon Gauzy faces the challenge of adapting to new equipment. The video tells a story of hope and failure, of David versus Goliath, of victory over Xu Xin, then world number 1, with the new andro TT rubber Rasanter R53.
