There are some moments in life you’ll never forget. For me, it was seeing Bauer’s Own The Moment video spot for this first time.
If ever a campaign made me want to change my career and go into advertising, this was it. The campaign was launched during the 2012 – 13 NHL (ice hockey’s national league) lockout when, due to labour disputes, the season’s start date was cancelled. It wasn’t until these disputes were resolved that the revised season started on January 19, 2013.
For hockey equipment giant, Bauer, this threw a spanner in the works: having shot hours of footage with over 20 of the game’s stars during that summer, their ad campaign scheduled for the start of the season in October missed the net completely.
It was up to brand specialists, Olson, to beat the buzzer with a game-winning play.
The concept? Replacing the NHL stars that were due to be used in the original campaign with young hockey players. The same young players that are core to Bauer’s community. The same young players that are the game’s real superstars.
The result? A truly inspiring mix of creative and video that captured the essence of what it means to be a grassroots level hockey player. Using an equally powerful tagline – Own The Moment – Olson managed to successfully portray the dreams and aspirations of these younger players.
The reason this campaign worked so well was to do with something we’re passionate about here at S3: the importance of communities to brands. Like S3, Olson knows how community endorsements shortcut the traditional sales funnel, word of mouth being an equally powerful media platform as any.
Own The Moment showed Bauer’s willingness to activate brand community, ultimately helping cement themselves as THE player’s brand within the hockey fraternity.
On a personal level, the campaign’s success was no more evident than the fact that my hockey bag is now exclusively filled with Bauer equipment. As far as technology and quality is concerned, no other brand comes close. Every time I lace up my skates or tape my stick, however, I know the Bauer brand means so much more than just having the best equipment.
Using Bauer is about being part of something bigger.
It’s about making memories with your teammates that will last a lifetime. Whether you’re an NHL player or a beer league wannabee, Bauer equipment is, simply put, about Owning The Moment.
And for that, Olson, I doff my helmet to you.