Dynamite Surfing with Quiksilver

7 03 2007

Quiksilvers new viral clip, “Dynamite Surfing“ currently is one of the most popular commericaly produced viral clips online. The campaign, developed by Saatchi & Saatchi Copenhagen, is based on the “orginal thinking” brand concept. The challenge was to make the “Nordics” target aware of Quiksilver not only being a surfing brand but also positioning it as a lifystyle and streetware brand for unconventional people.Phase one of the seeding was targeted at opinion leaders in the surf culture before going mainstream.

With more than 9 million views in three weeks across the globe (100.000 in the surfing nation Australia) and about 1 million views to date in targeted markets like Germany and the UK and 300.000 views in smaller markets like Denmark the campaign shows that even though the surfing/skateboarding community is relatively small, it’s cultural connections are strong and it’s able to influence other broader global target groups with a “real” viral campaign like “Dynamite Surfing”.




One response

24 05 2007
Sprite Zero: Kite Surfer* « ocean of knowledge*

[…] Zero: Kite Surfer* 24 05 2007 Along the lines of the Quicksilver Surfer Viral, Sprite have produced a similar piece of viral communication for their Sprite Zero […]

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: