Ripcurl • Virtual Surf Pro
2024 • Retail - apparel • Australia • Oceania
Adidas Originals did an immersive metaverse campaign using a unique avatar generator to engage GenZ and showcase their individuality.
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The big idea of the Rip Curl: Virtual Pro campaign was to democratize the sport of surfing by allowing individuals to compete like professional surfers using data collected from Rip Curl's Search GPS watch.
By leveraging surf data to create a global virtual surf competition, the campaign aimed to engage both existing owners of the watch and potential customers, while also generating buzz within the surfing community.
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The challenge of the Rip Curl Virtual Pro campaign was to leverage the brand's Search GPS watch data in a way that not only rewarded loyal surfers but also attracted new users to the product. By creating the world's first digital global surf competition, the goal was to democratize the sport of surfing, engage the global surfing community, and generate interest and sales for the Search GPS watch.
The campaign aimed to break down barriers in the surfing community, promote inclusivity, and showcase Rip Curl's innovative approach to technology and surfing culture.
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The target group of the Rip Curl: Virtual Pro campaign was surfers and fans of the sport globally. Specifically, the campaign aimed to engage existing owners of Rip Curl's Search GPS watch, encouraging them to participate in the Virtual Pro competition.
Additionally, the campaign sought to attract new users to purchase the Search GPS watch by showcasing its capabilities and the unique opportunity to compete virtually like pro surfers.
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The Virtual Pro campaign by Rip Curl, which introduced the world's first virtual surf competition using data from its Search GPS watch, achieved significant results. Despite a modest $50k media spend, the campaign garnered over 2 million in earned media and reached a global audience of over 14 million people.
The campaign received coverage in national and international press, including features on Australia's Sunrise TV and in the renowned surf magazine 'STAB'. Following the competition, Rip Curl observed a 38% increase in active users of the Search GPS device and a 16% rise in Search GPS watch sales. The brand's love and recognition experienced a notable surge, reaching levels not seen in the past decade.
Moreover, The Virtual Pro has now become a permanent part of the World Surfing League (WSL) global surfing calendar, joining prestigious events like the Pipeline and Bells Beach competitions.
