La World Surf League dévoile sa première publicité

La World Surf League (WSL) lance sa première campagne globale « You Can’t Script This » et dévoile le film « Chaos Theory ».

Dans ce premier spot, la World Surf League (WSL) a décidé de débuter avec des images de nature rebelle, des océans houleux, des ciels menaçants, des sales mouvants, tornades, puis l’univers du surf apparait, le tout avec une voix-off dont le ton est assez grave. Le message est clair, on ne peut pas prévoir ce que la nature réserve, l’adaptation est un des piliers du surf. Des images de chutes mais aussi de joie viennent agrémenter le film, un moyen de montrer que l’inattendu guide ce sport. On se souvient tous de l’attaque de requin en pleine compétition dont Mick Fanning a été la cible cette saison.

Scott Hargrove, Directeur Marketing de la WSL explique : « Nous concentrons nos investissements médias de 2015 là où nos publics cibles consomment le sport, c’est-à-dire les plateformes digitales et sociales. Comme nous continuons à répandre notre message et de recruter de nouveaux fans dans le surf professionnel en 2016, nous allons compter davantage sur les canaux traditionnels. L’objectif est d’établir un lien authentique avec les fans de surf et développer notre message auprès de nouveaux fans au-delà du public core. Nous croyons que cette imprévisibilité est ce qui rend ce sport si convaincant et c’est donc le centre de notre stratégie créative. »

La saison de surf se termine bientôt avec la dernière étape à Hawai, le Billabong Pipe Masters qui verra sacrer un nouveau champion du monde pour succéder à Gabriel Medina. Avec cette campagne « You Can’t Script This », la WSL occupera le terrain médiatique pendant que les compétitions seront en pause, un moyen de satisfaire les fans pendant la période de trêve.

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