Davidoff’s fragrance Cool Water found itself in a position where they had two distinct consumers: one being in their late teens and the other in their late twenties/early thirties. Cool Water at the time already had a sponsorship in place with famous surfer Laird Hamilton as the ‘Cool Water Man’. The brand needed an idea that would appeal to both consumer groups and integrate Laird.
Sub Rosa conceived and architected an online experience that paid homage to the early days of video games with the release of the Cool Water Surf Competition.
Over the course of the campaign user scores were tracked, ultimately awarding the winner with a trip to Hawaii to learn how to surf from Laird. In order to keep some of the more casual gamers interested, we also integrated an instant win component into the site to encourage frequent site visits and enhance the viral nature of the campaign.
