Extreme sports like skateboarding, rock climbing and others are for a very niche market. Somehow, seeing people fly in the air with nothing but a piece of thin board or a fork with a 2 wheels connotes danger. It’s funny because there is no scientific proof that proves these sports are no more dangerous than contact sports like basketball, american football and hockey. Some countries are so disgusted by the idea that they, in fact, banned the sports for being played in public places.
When the ban was finally lifted, one brand, Nomad, knew they had to make a statement.
The ban was put in place because it was believed to be a danger to others, caused disturbance to others and a general eyesore.
When the ban was lifted, Nomad decided that they can’t just let it happen as if it’s not a major thing. At least, not for their brand. They had to make a statement and reclaim their freedom. They had to make it big and they had to let it known outside of Spain.
They decided to build ramps, not just any other ramp, but ramps that feel like it is a part of the city to drive home the point that skateboarding is a part of their culture and it has just much right as any other sport or art to be displayed in all public areas.
Nomad created ramps painted like the background. When viewed from the front, it looks like there is no ramp until skateboarders start flying around.
Skateboarding is a meant for a niche market. It’s a small market but a solid one. It is, therefore, difficult to come up with a campaign about skateboarding that will be appreciated by the general public the way a Coke or a Nike can do. This campaign does not come close. However, it does one thing well. It called people’s attention towards the sport, people noticed skateboarding again and for a sport that has been banned for years, it’s a needed attention.
There are two important things that are important when creating a guerrilla campaign, be clear on the objectives and be realistic on the expectations. When you have a brand that is really meant for a niche market, stay faithful to that market. These few customers are the ones that will keep your brand afloat. However, it doesn’t mean you can’t reach the general public, you just have to do it in stages.