Oakley approached Kamp Grizzly to create a first-of-its-kind product reveal moment that introduced the world to Oakley’s most advanced eyewear to date, the KATO.
The brief was anchored around three main pillars.
1. Create a launch moment that builds excitement and drives elevated "tune-in" attendance with a digital first.
2. Combine product in-hand and with experience.
3. Host an experiential activation to launch OAKLEY KATO featuring a unique user experience.
Main KPI's were centered around the need to drive earned media coverage of both the launch moment and the KATO product collection, reinforcing Oakley’s position as the leader in design and sport performance optics.
With the brief in hand, Kamp Grizzly was tasked to devise and execute an experience that embodied a product narrative through each touchpoint pre, during, and following, thrascending sport.
Keeping OAKLEY KATO's most unique element at the forefront, how can Freeform Lens be center stage within the experience?
Beyond the available assets, can the product USP be understood in a way that is unique or different?
How can the consumer be engaged, even at the most basic level, to not just purchase the product, but share the product with their world?
To build hype and anticipation, Kamp Grizzly and Oakley developed a shared moment that built on the mystery, intrigue and excitement around KATO. Drafting off of the products futuristic hi-tech design language, a universe fit for a superhero was created.
A myriad of mixed media and technology, including augmented reality, was necessary to help introduce the brand’s most anticipated launch in over a decade. The shareable mobile experience allowed select audiences around the world, including NFL players Patrick Mahomes, Juju Smith-Schuster, as well as the motorcycle racer Valentino Rossi, to unlock a piece of history and share the Oakley KATO experience with their fans and followers on social media.
Designed and fabricated from scratch, a black cardboard box, with minimal Oakley branding, was delivered to a carefully selected group of brand ambassadors and global influencers. Printed tape with Oakley branding and a simple message built curiosity for what was inside. Recipients were prompted to use their phones to access the experience.
A QR code activated mobile cameras and the AR content overlayed on the KATO "pod". Immediately following the reveal, audiences were greeted by a shape-shifting digital avatar that introduced a product-focused animation. When activated and viewed via a smartphone, the "pod" came to life and the AR display showed Oakley’s history with unusual design – including the aptly named “Over The Top” model – before reaching KATO’s unique design and key product benefits.
To scale for social, Kamp Grizzly hijacked Instagram’s native AR platform to develop and deploy the immersive narrative-first journey highlighting Oakley's heritage, inspiration and R&D that powered the brand's most advanced product debut in over a decade.
This was Oakley's first use of Instagram Live for a product launch resulting in breakthrough performance and engagement for the brand's social and e-com channels (IG Shop visits increased +1300%) as well as the brand’s first use of AR across all global retail channels.
The launch campaign saw a flurry of earned trade and industry media exposure from the likes of FastCompany, Digital Trends, Complex, GQ, The Sports Journal, USA Today, and Hypebeast.
Digital Trends Quote:
“That’s exactly the kind of theatre you expect from a brand like Oakley, but are the Kato worthy of such an introduction? Definitely.”
The virtual launch leveraged the unmatchable prowess of Oakley's elite athlete roster during a global brand moment. With twelve athletes and 113 total posts, the Oakley KATO launch reached an audience upwards of 322.2M with an earned media value close to 560.1K €
By prioritizing an elevated experience with a considered approach, Oakley maximized the “earned” reach and awareness of such a historic brand moment.
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