Game, Set and Match for Kamik!

Introduction

In August 2024, Kamik, the Quebec-based boot and shoe manufacturer, entrusted Franchir with designing and executing an original brand activation as part of its sponsorship of the National Bank Open, one of the country’s most popular tennis tournaments.

Franchir’s mandate encompassed the entire process, from ideation to production and on-site execution of the activation, including:

Artistic direction of the activation.
Design, creation, and production of the booth and decorative/functional elements.
Recruitment and management of ambassadors (over 15 people).
Planning and coordination of logistics for the activation (transport, handling, etc.).
And more.

Objectives

The three objectives identified by our client and on which we focused were as follows:

Increase awareness of the Kamik brand (emphasizing its proud Quebec roots).

Encourage people to try on the boots.

Drive kiosk visitors to visit www.kamik.com to shop online.

Gameplan

From August 3 to 12, 2024, Kamik had a 10′ x 15′ space to showcase its brand and products to visitors. We designed an activation that attracted attendees through an engaging, dynamic journey, directly aligned with the identified objectives.

Once a visitor’s attention was captured, an ambassador introduced them to the Kamik brand and its wide range of products. Several products were available for on-site fitting. After trying on various boots and shoes, visitors were invited to participate in the Kamik Lucky Boot Contest, where they simply stepped onto a custom-built podium. Randomly, the podium would light up and play music, signaling that the participant had won a free pair of boots (between 5 and 16 pairs were awarded daily). Winners were given a voucher to redeem their boots online.

For those who didn’t win, an ambassador provided them with a 20% discount code to use on www.kamik.com, valid until the end of the tournament.

Results

It’s safe to say that the activation was one of the most popular at the National Bank Open and undoubtedly the most popular on the Promenade of Champions. On the very first day, tournament organizers had to dispatch additional staff to manage the crowd eager to participate in the Kamik Lucky Boot Contest!

In total:

Nearly 8,000 people interacted with the booth, with 3,500 engaging directly with ambassadors and/or participating in the contest.
On average, each visitor spent approximately 10 minutes at the booth (brand presentation, trying on boots and shoes, participating in the contest, etc.).
A total of 74 pairs of boots were awarded, and over 3,000 discount coupons were distributed.
The specially designed tournament web page recorded 1,286 visits, generating 1,911 sessions.

Highlights

Nearly 8,000 people reached3,500 interactions with ambassadors
74 pairs of boots and shoes won
3,425 discount coupons (20%) distributed
Nearly 1,300 visits to www.kamik.com during the activation
13 promo codes (20%) redeemed, generating $1,600 in sales
9 winners claimed their free pair of boots using the code provided during the activation