{"id":3586,"date":"2025-01-22T16:54:10","date_gmt":"2025-01-22T21:54:10","guid":{"rendered":"https:\/\/franchir.ca\/?post_type=realisation&#038;p=3586"},"modified":"2025-02-10T11:52:12","modified_gmt":"2025-02-10T16:52:12","slug":"a-wacky-protest-and-an-unlikely-gift-kamik-launches-tundra-mtl","status":"publish","type":"realisation","link":"https:\/\/franchir.ca\/en\/realisation\/a-wacky-protest-and-an-unlikely-gift-kamik-launches-tundra-mtl\/","title":{"rendered":"A Wacky Protest and an Unlikely Gift: Kamik Launches Tundra MTL!"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Introduction<\/h2>\n\n\n\n<p>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 \u201cRue Barr\u00e9e\u201d boot, a limited edition of the Tundra, paying tribute to Montreal. Franchir&#8217;s mandate covered everything from ideation to production and execution of the stunt, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Artistic direction of the activation.<\/li>\n\n\n\n<li>Design, creation, and production of the video and decorative\/functional elements.<\/li>\n\n\n\n<li>Recruitment and management of ambassadors.<\/li>\n\n\n\n<li>Planning the logistics surrounding the shoot (transportation, handling, etc.).<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Kamik c\u00e9l\u00e8bre Montr\u00e9al en lan\u00e7ant les bottes Tundra Montr\u00e9al \u00ab Rue Barr\u00e9e \u00bb\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/KDy8mW0uRE0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Objectives<\/h2>\n\n\n\n<p>The three objectives identified by our client, which we focused on, were as follows:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create buzz in the streets of Montreal and draw attention to the product.<\/li>\n\n\n\n<li>Encourage Montreal pedestrians and online users to visit <strong><a href=\"http:\/\/www.kamik.com\">www.kamik.com<\/a><\/strong> to shop online.<\/li>\n\n\n\n<li>Showcase Kamik as an original and distinctive brand.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Strategy \/ Gameplan<\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>The signs carried by the protesters featured the completely absurd slogan, \u201cRue Barr\u00e9e,\u201d alongside a QR code directing viewers to the product page on <strong><a href=\"http:\/\/www.kamik.com\">www.kamik.com<\/a><\/strong>.<\/p>\n\n\n\n<p>When the video was launched, the strategy focused on targeting specific media outlets to amplify the stunt\u2019s reach beyond Kamik\u2019s community. Without a doubt, <strong>THE<\/strong> highlight of this media outreach was Franchir\u2019s successful effort to have Jean-Ren\u00e9 Dufort present a pair of Tundra MTL boots to Val\u00e9rie Plante on the year-end episode of <em>Infoman<\/em>.<\/p>\n\n\n\n<figure class=\"wp-block-video\"><video height=\"360\" style=\"aspect-ratio: 640 \/ 360;\" width=\"640\" controls src=\"https:\/\/franchir.ca\/wp-content\/uploads\/2025\/01\/videoinfoman.mov\"><\/video><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Results<\/h2>\n\n\n\n<p>It\u2019s 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.<\/p>\n\n\n\n<p>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\u2019s account.<\/p>\n\n\n\n<p>Between December 3 and December 30, the Tundra MTL boots ranked as the 26th and 27th best-selling products for men and women, respectively.<\/p>\n\n\n\n<p>As for the appearance of the Tundra MTL on <em>Infoman<\/em>\u2019s year-in-review episode, which aired on December 31, 2024, an audience of <strong>2,422,000 viewers <\/strong>watched the broadcast live, all of whom were exposed to the product gifted to Val\u00e9rie Plante at the end of the show.<\/p>\n\n\n\n<p>In the two weeks following the broadcast, the Tundra MTL rose to become the 3rd best-selling product on <strong>kamik.com<\/strong>, 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 <em>Infoman<\/em> appearance. Notably, one-third of these sales took place between December 31 and January 2.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" src=\"https:\/\/franchir.ca\/wp-content\/uploads\/2025\/01\/image-20241204-152755-184-768x1024.jpeg\" alt=\"\" class=\"wp-image-3573\" srcset=\"https:\/\/franchir.ca\/wp-content\/uploads\/2025\/01\/image-20241204-152755-184-768x1024.jpeg 768w, https:\/\/franchir.ca\/wp-content\/uploads\/2025\/01\/image-20241204-152755-184-225x300.jpeg 225w, https:\/\/franchir.ca\/wp-content\/uploads\/2025\/01\/image-20241204-152755-184-1152x1536.jpeg 1152w, https:\/\/franchir.ca\/wp-content\/uploads\/2025\/01\/image-20241204-152755-184.jpeg 1440w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" src=\"https:\/\/franchir.ca\/wp-content\/uploads\/2025\/01\/image-20241204-152755-242-768x1024.jpeg\" alt=\"\" class=\"wp-image-3571\" srcset=\"https:\/\/franchir.ca\/wp-content\/uploads\/2025\/01\/image-20241204-152755-242-768x1024.jpeg 768w, https:\/\/franchir.ca\/wp-content\/uploads\/2025\/01\/image-20241204-152755-242-225x300.jpeg 225w, https:\/\/franchir.ca\/wp-content\/uploads\/2025\/01\/image-20241204-152755-242-1152x1536.jpeg 1152w, https:\/\/franchir.ca\/wp-content\/uploads\/2025\/01\/image-20241204-152755-242.jpeg 1440w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Highlights<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Nearly 100 people were engaged on-site during the filming.<\/li>\n\n\n\n<li>Over 20 pairs of boots were handed out to passersby during the street stunt.<\/li>\n\n\n\n<li>The video garnered nearly 13,000 views across various platforms after its release.<\/li>\n\n\n\n<li>Approximately 5,000 accounts were reached on Instagram alone, 70.3% of which were new to Kamik\u2019s profile.<\/li>\n\n\n\n<li>2,422,000 viewers were exposed to the product during the live broadcast of <em>Infoman<\/em>\u2019s 2024 year-in-review.<\/li>\n\n\n\n<li>The Tundra MTL climbed to 3rd best seller following its feature on <em>Infoman<\/em>.<\/li>\n\n\n\n<li>6,200 visitors explored the Tundra MTL product pages.<\/li>\n\n\n\n<li>50% of total sales occurred after the <em>Infoman<\/em> broadcast, with one-third taking place between December 31 and January 2.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Credits<\/h2>\n\n\n\n<p><strong>Client<\/strong> | Kamik &#8211; Sophie Ohayon, Taline Djourian, and Marine Foucat<\/p>\n\n\n\n<p><strong>Ideation, Production, and Media Relations<\/strong> | Franchir<\/p>\n\n\n\n<p><strong>Videographer<\/strong> | Hugo Dub\u00e9-Bouchard<\/p>\n","protected":false},"excerpt":{"rendered":"<p>On December 3, 2024, a team of Kamik ambassadors roamed the streets of Montreal in search of construction sites. At each location, the team staged a quirky protest, chanting \u201cRue Barr\u00e9e\u201d, under the amused and curious gazes of passersby. In a creative stunt orchestrated by Franchir, Kamik invited Montrealers to discover its new limited-edition Tundra MTL \u201cRue Barr\u00e9e\u201d boots, inspired by the city\u2019s iconic orange cones. On-site, people were encouraged to join the protest in exchange for a free pair of boots. A dynamic video officially launched this limited edition on Kamik&#8217;s social media platforms and website, generating buzz around the brand. One pair of boots was even presented to Montreal Mayor Val\u00e9rie Plante during the end-of-year episode of Infoman.<\/p>\n","protected":false},"featured_media":3570,"menu_order":0,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"real_cat":[112,122],"class_list":["post-3586","realisation","type-realisation","status-publish","has-post-thumbnail","hentry","real_cat-brand-activation","real_cat-public-relations"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A Wacky Protest and an Unlikely Gift: Kamik Launches Tundra MTL! -<\/title>\n<meta name=\"description\" content=\"FRANCHIR est une agence de communication marketing reconnue pour son expertise en strat\u00e9gie, en relations publiques, en \u00e9v\u00e9nementiel et en m\u00e9dias sociaux.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/franchir.ca\/en\/realisation\/a-wacky-protest-and-an-unlikely-gift-kamik-launches-tundra-mtl\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Wacky Protest and an Unlikely Gift: Kamik Launches Tundra MTL! 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