Proud of protection
Flöz developed a complete marketing toolbox for German helmet manufacturer KED for the market launch of its POP children's helmet.
KED is the market leader in Germany in the field of bicycle helmets for very young cyclists. As soon as children reach school age, they naturally want to have a say in the purchase of a bicycle helmet. KED has developed a helmet specifically for this age group that looks very different from the typical helmets for the very young. Instead of cute, the helmet is now designed to be cool. In order to appeal to children and parents at the respective touchpoints, a multi-channel campaign was developed for the market launch of the new POP children's helmet.
To do this, we first threw out everything that adults define as ‘child-friendly’.
Just like sneaker shoes or T-shirts, bicycle helmets are also an important statement for kids, allowing them to position themselves confidently within their peer group. Our campaign message is encapsulated in the name POP: Proud of Protection.
Photo shoot & Video production
To implement the campaign idea and mood boards, we opted for a studio production with the visual concept ‘Urban Playground’. This studio setting allowed us to create the appropriate photo and video material for all channels at the same time.
Key visuals / campaign imagery
The results of the shoot were used to develop initial key visuals and ads, which were then formatted for various applications, e.g. web teasers, social media posts, POS tools, trade fair banners, and much more.
Packaging design
The newly designed helmet packaging also enables a seamless brand experience of the POP product brand at the point of sale.
Video Content
We produced a launch video and other short clips from the studio material for the POP website (microsite), social media and instore media.
Microsite
A dedicated POP microsite was developed as the central platform for the content.
Kids are invited to become POP STARS themselves by posting their experiences with their new POP helmet (or their parents can do it for them, of course).
