NAA 2013 Springfree Entries

2013 ENTRIES

WINNERS

GOLD

Safety is Springfree’s top selling feature.

The problem is, safety is boring.

SILVER

So we made safety exciting by tapping into people’s love for sharing things online.

With Trampoleague – the first-ever smartphone sports league.

Where users compete for Facebook fame and real world fortune by showing off the amazing moves made possible on the incredibly safe Springfree.

Round 5 – Deadline June 3Oth

00:00-00:47

THE SIDE BOUNCE • Run to the side of the trampoline.

• Throw yourself against the side.

• Bounce back to the center.

COMBINE THREE TRAINING MOVES TO CREATE YOUR SIGNATURE ROUTINE. Record Entry

My rank

79th 1003 Points

View Leaderboard 1 of 24 TRAINING

LEAGUE

5 of 5 RANKINGS

Prepare for challenges with Springfree training videos.

TRAINING

LEAGUE

RANKINGS

Accept challenges and submit routines via in-app video for judging by professional gymnasts.

TRAINING

LEAGUE

RANKINGS

Top-scoring videos get posted to Facebook. The season champion wins a yearlong contract as the Springfree spokesperson.

BRONZE Laura Cohen @lcohen @tweet_to_test Mr. Sumo, do a backflip and a cartwheel.

Hope the trampoline doesn’t collapse, no offense.

Tweet - to Test InSIgHT: People would never buy something for their children unless they were sure it was safe for them.

Idea: • We set up a trampoline in a mall with a giant digital display next to it. Then, we got hold of the ultimate trampoline tester – a Sumo wrestler.

• We asked people to tweet in ways for him to test it out.

SHaRIng THe ReSulTS & SOcIal engagemenT

• The board displayed live tweets from people wanting to test the trampoline in different ways • Each Tweet Test was broadcast live online and posted in a Tweet Test Gallery as well as online on the Springfree Facebook Page.

ReSulT: Springfree trampolines proved themselves to be the safest in the market by allowing potential customers to test one out in a fun way. Also, Sumo wrestlers proved to be more nimble than expected.

Each Tweet Test was broadcast live online and posted in a Tweet Test Gallery on a microsite. Here, people could replay their own requests and other Tweet Test videos. To help spread the word further, the Tweet Tests were also posted online on the Springfree Facebook Page.

ENTRIES

In-store poster/Print/OOH-Execution 2.

Mobile Augmented Reality app.

7KH ZRUOGﾂｷV VDIHVW WUDPSROLQH

Make any place a safe place to play.

/LNH XV DQG XSORDG D SLF RI \RXU NLGV WR VHH WKHP MXPSLQJ VDIHO\ ZKLOH VXUURXQGHG E\ GDQJHU

See how: 'RZQORDG WKH 6SULQJIUHH $5 DSS IRU L3KRQH RU $QGURLG /DXQFK DSS DQG KROG SKRQH XS WR LPDJH

Once they launch the app and hold their phone up to the image, an Augmented Reality experience is triggered.

The Springfree trampoline appears with a child happily and safely jumping inside while, surrounded by bubbling ODYD DQG ﾃ．PHV

Yearly, 105,000 kids are sent to hospital with trampoline related injuries. Knowing this target’s concern for their child’s safety, we’re going to intercept them in a relevant place.

IDEA: In the first aid aisles of supermarkets and pharmacies we will add signage to “Scan and Save”. When consumers scan the QR code, instead of getting the coupon they expect, they will receive a message that informs them that they can save on these products by preventing backyard injuries with Springfree® Trampoline.

Users will then be able to browse the Springfree® mobile site for safety information and share the message with friends.

Springfree

is the world’s safest trampoline.

One look at its design and it’s obvious. So we want to get the word out with pictures. We’ll do this by ensuring every photo looks sharp and share-ready.

The problem:

Mobile cameras can’t keep up with the action on a Springfree. Photos wind up blurry and difficult to discern.

The idea:

BlurFree allows you to remove the motion blur from action shots. So your photos will look perfect and ready to share with the potential Springfree customers in your social network.

doodle jump bounces safely with springfree trampoline.

idea: bounce safely with springfree trampoline.

Over 150 million kids and parents already play the addictive Doodle Jump on their mobile devices. The object of the game is to get “doodle” to bounce for as long as possible.

So instead of creating a new app (that will get lost with all the rest), why not leverage this massive doodle jump following?

Through a simple app update, we will replace unsafe spring trampolines that already exist in the game with a Springfree Trampoline. And when you bounce on it, your doodle is guaranteed to stay safe and sound. But if you accidentally land on a spring trampoline, well, it’s game over buddy.

Get extra points for jumping on a springfree trampoline.

Land on a spring trampoline and it’s game over.

Watch out for the nasty spring monsters!

Share your doodle jump springfree score.

a campaign to convince mom

Mikey really wants a Springfree Trampoline for his backyard.

But his mom, like many moms, thinks all trampolines just aren’t safe. So being the smart and connected kid that he is, Mikey has started a digital grassroots campaign to convince his mom to get one. And his plan is to use mobile to get in her face everyday and everywhere with a series of funny and informative videos that proves Springfree Trampolines are safe.

THE WORLD’S

SAFEST PHONE CASE Springfree has created the world’s safest phone case to help potential customers understand the safety features of Springfree trampolines.

Designed using the same principles as Springfree trampolines, the case contains small rods that flex under pressure to absorb impact. This allows the force of a fall to be reflected back, bouncing the phone to safety.

1. Sign in.

2. See the app’s global jumping goal and connect to another jumper.

Springfree JumpStart The advantages of Springfree Trampoline are clear to parents who do their research. But many either don’t realize the risks of spring-based trampolines or don’t know a better solution exists.

JumpStart drives brand awareness by getting people jumping. Users earn points for every jump they make and can duel their friends remotely. For every 1 million jumps app-wide, a trampoline is donated to a community organization, driving further brand awareness and trial.

3. Put your phone in your pocket and start jumping.

BUSINESS CHALLENGE: Springfree Trampoline’s marketing strategy of See Us. Know Us. Choose Us. means that parents are more likely to make a purchase if they have experienced our unique safety features for themselves. How can we drive trial in a way that’s convenient and relevant to our affluent target?

THE IDEA: We’re going to partner with realtors and put Springfree Trampolines in the backyards of homes for sale in affluent neighborhoods where our target already lives, and let them experience the safety features for themselves. This will make trials convenient, and uniquely position us as a true premium product.

EXECUTION: • We will use a Real-Time Bidding (RTB) media buy to target affluent parents by using contextual mobile data such as demographics and location.

• The ad units will lead to a GPS enabled map that shows parents where they can find a Trampoline Open House in their neighborhood.

• Just like a home viewing appointment, parents can book a time within the ad to test out the trampoline.

• The booking details can then be shared on Facebook to notify friends and family.

• Additional trials will be booked through families and their realtors looking at the property for sale.

TAKE NET-FREE PHOTOS AND VIDEO

Parents love taking and sharing photos and videos of their kids jumping on their Springfree trampoline, but the safety net around the trampoline gets in the way.

The Springfree camera app is designed to apply a custom interpolation filter to automatically remove the moirÊ pattern created by the safety net. This way parents can capture and share unobstructed photos and video of their kids, increasing the brand’s presence in the social space.

With Springfree’s innovative design, they are the ideal brand to create the world’s safest smartphone case that removes all impact areas, and prevent damage. Brands like M-Edge offer such cases that absorb shock and bounce back when dropped. Because this “bounce back” motion replicates the action of jumping on a trampoline, it’s the perfect marriage of product demonstration and protection.

Springfree can partner with such brands, or create their own using similar, but stronger, material.

But this isn’t just another protective case. With it comes an installable app for smartphones. Recently developed technology allows us to use the phone’s built-in gyroscope, camera, accelerometers, and other such sensors, to detect when the phone has been dropped. When the app detects that the phone is in an airborne state, it will trigger a push notification. Once the user retrieves their phone, and acknowledges the notification asking them if their phone is “ok”, it will automatically open the app containing a live counter of how many phones have been saved by the Springfree case, options to comment and post their experience on Facebook, or engage in other Springfree social media channels.

On impact:

The

OOH teaser:

Drop Test

We created a sharable mobile experience where the user can explore the difference between traditional trampolines and Springfree, and see firsthand why it’s the safest trampoline on the market.

Mobile experience - DropTest.ca:

1

2

3

Depending on the angle and how you shake the phone, the watermelon will fall on specific areas of the trampoline to reveal different risks.

We will have a series of OOH watermelon teasers in parks and areas with young children, which will take the user to the microsite DropTest.ca.

4

5

The user can compare the results to a Springfree trampoline to discover its unique features and see why it’s safer.

6

Social media extension:

JUMP

HOW IT WORKS

1

People would be invited to try out a Springfree trampoline set up in parking lots of stores that sell them.

15ft = 30% OFF

4ft = 8%

14ft = 28% OFF

3ft = 6%

13ft = 26% OFF

2ft = 4%

12ft = 24% OFF

1ft = 2%

11ft = 22% OFF 10ft = 20% OFF

2

This would give them a chance to earn a Jump Discount on the trampoline - the higher they jump, he greater the discount.

9ft = 18% OFF 8ft = 16% OFF 7ft = 14% OFF To even the playing field for all jumpers, the Jump Discount app would measure the difference between heights - before and after jumps. Every foot jumped would give the jumper 2% off.

6ft = 12% OFF 5ft = 10% OFF 4ft = 8% OFF 3ft = 6% OFF

3

4

5

2ft = 4% OFF 1ft = 2% OFF

DISCOUNT Insight People won’t believe a product is safe until they’ve actually seen and tried it out for themselves.

Idea To combine both the things people want when shopping for their children – buying them a safe product and saving on it at the same time.

Download and start the Jump Discount app. Hold your cell phone up and jump.

The app would then calculate the height (and the discount) you jumped to.

SPREADING THE WORD: The Jump Discount app would automatically post new discounts people earn on the Springfree Facebook Page and on participants’ walls.

To highlight the safety of the Springfree Trampoline for families we’re giving people something to protect the other precious thing in their life, their phone.

Street-teams will hand out the Springfree Case with instructions on the bottom.

We can keep more than your phone safe. For a chance to win a Springfree Trampoline follow the steps below: 1. Place phone in case 2. Turn on video camera 3. Press record 4. Bounce!

5. Share your video on Facebook and Twitter with the hashtag #springfree.

See a sample video: http://youtu.be/h9p7Er02wxg

The Bounce-o-meter Springfree offers you fun without all the injuries.

The idea: make your fun measurable with a pedometer for trampoliners. The more you bounce, the more content you generate.

With your phone in your pocket, the Bounce-o-meter counts every bounce you take, and lets you share via social media.

It automatically updates your Facebook status to let others know you’re bouncing, and converts your bounces into distance traveled within that session, or throughout your entire bounce history.

Finally a digital, real-time counter tracks every day that goes by without any incidents on a Springfree, proving why it’s the world’s safest trampoline.

THE SPRINGFREE

SAFETY NET

BACKGROUND: Trampolines cause over 100,000 children to be admitted to hospital each year.

INSIGHT: A parent’s number one concern is their child’s safety.

SOLUTION: A mobile app that keeps children safe on and off the trampoline.

HOW IT WORKS: With the help of foursquare, Parents set ‘safe zones’ for their child.

If a child leaves a safe zone, a notification encourages them to check in with their parents.

When “Check in” is pressed, their parents are messaged with the child’s location.

Each check-in earns credits, which can buy parts of a Springfree trampoline.

Each part bought is $25 towards the purchase of any Springfree trampoline.

The Springfree® case will be engineered in a way that the balance of weight shifts when your phone is falling, allowing it to always land safely, on its back.

The Springfree® case will be made with the same durable material used in a Springfree® Trampoline.

In this digital era saturated with apps and games our goal is to create a mobile experience that makes Springfree® synonymous with safety.

IDEA: We’ll create the safest phone case in the world, one that ensures that your phone will always land safely. Similar to a Springfree® Trampoline, we’ll design a state-of-the-art case that allows your phone to always land on its least delicate area, its back.

The case will be available on the Springfree® website or at Springfree® retailers. A portion of the proceeds will go towards replacing traditional trampolines in community centres in hopes of preventing further injuries.