Introduction
In December 2024, Franchir was commissioned by Quebec-based boot and footwear manufacturer Kamik to design and produce an original stunt for the launch of its “Rue Barrée” boot, a limited edition of the Tundra, paying tribute to Montreal. Franchir’s mandate covered everything from ideation to production and execution of the stunt, including:
- Artistic direction of the activation.
- Design, creation, and production of the video and decorative/functional elements.
- Recruitment and management of ambassadors.
- Planning the logistics surrounding the shoot (transportation, handling, etc.).
Objectives
The three objectives identified by our client, which we focused on, were as follows:
- Create buzz in the streets of Montreal and draw attention to the product.
- Encourage Montreal pedestrians and online users to visit www.kamik.com to shop online.
- Showcase Kamik as an original and distinctive brand.
Strategy / Gameplan
On December 3, 2024, Kamik deployed a branded vehicle and a team of 10 ambassadors to create buzz in the streets of Montreal and introduce its new limited-edition product. We designed a stunt that captured attention and piqued curiosity with a dynamic, comedic, and unapologetically bold performance that aligned perfectly with the identified objectives.
On the ground, once the attention of passersby was captured, an ambassador invited them to join the protest in exchange for an exclusive pair of boots. The protest, staged at various construction sites and iconic Montreal locations, was also filmed in preparation for the official product launch on social media, scheduled a few days later.
The signs carried by the protesters featured the completely absurd slogan, “Rue Barrée,” alongside a QR code directing viewers to the product page on www.kamik.com.
When the video was launched, the strategy focused on targeting specific media outlets to amplify the stunt’s reach beyond Kamik’s community. Without a doubt, THE highlight of this media outreach was Franchir’s successful effort to have Jean-René Dufort present a pair of Tundra MTL boots to Valérie Plante on the year-end episode of Infoman.
Results
It’s safe to say the street stunt brought smiles and reactions from all passersby during the various protests. Over 20 pairs of boots were distributed, much to the delight of the recipients, who shared only positive feedback about the product.
Following the release of the video online, it garnered nearly 13,000 views across Instagram, Facebook, and LinkedIn. On Instagram alone, the post reached close to 5,000 accounts, 70.3% of which were not already following Kamik’s account.
Between December 3 and December 30, the Tundra MTL boots ranked as the 26th and 27th best-selling products for men and women, respectively.
As for the appearance of the Tundra MTL on Infoman’s year-in-review episode, which aired on December 31, 2024, an audience of 2,422,000 viewers watched the broadcast live, all of whom were exposed to the product gifted to Valérie Plante at the end of the show.
In the two weeks following the broadcast, the Tundra MTL rose to become the 3rd best-selling product on kamik.com, both in terms of sales volume and units sold. Approximately 6,200 visitors explored the product-related pages, with 50% of total sales occurring after the Infoman appearance. Notably, one-third of these sales took place between December 31 and January 2.
Highlights
- Nearly 100 people were engaged on-site during the filming.
- Over 20 pairs of boots were handed out to passersby during the street stunt.
- The video garnered nearly 13,000 views across various platforms after its release.
- Approximately 5,000 accounts were reached on Instagram alone, 70.3% of which were new to Kamik’s profile.
- 2,422,000 viewers were exposed to the product during the live broadcast of Infoman’s 2024 year-in-review.
- The Tundra MTL climbed to 3rd best seller following its feature on Infoman.
- 6,200 visitors explored the Tundra MTL product pages.
- 50% of total sales occurred after the Infoman broadcast, with one-third taking place between December 31 and January 2.
Credits
Client | Kamik – Sophie Ohayon, Taline Djourian, and Marine Foucat
Ideation, Production, and Media Relations | Franchir
Videographer | Hugo Dubé-Bouchard
