Atomic
Approach
When Atomic made a real innovation – a ski with two layers who would distribute the skier’s weight to the back and to the front of the ski in order to adapt perfectly to changing slopes – the challenge was to make it visible. First, they developed Atomic’s core concept – ‘adaptive control’ – as their theme and used it to underpin product design throughout the range. Once this approach was visible across all products, the team then turned their attention to communicating it more effectively. The result was a powerful marketing and communications campaign that communicated the unique harmony between ski and skier that only Atomic could deliver at all skill levels. The campaign used a broad portfolio of media, from a 3D animated video to PoS displays, featuring the new D2 Doubledeck ski.
Click here to watch the video..
Background
Atomic has a reputation as the market leader in skiing. Its painstaking attention to detail and innovative technology enable competitive skiers to shave fractions of a second off track times and become world champions. With some of the world’s finest products and most competitive users, it makes sense to choose a world-class designer, and KISKA has worked closely with Atomic since 2007. As well as developing design solutions for the Atomic brand and skis, KISKA has been helping the company to take the next step forward by making its innovation more ‘visible’ at the point of purchase.
Result
The D2 Doubledeck ski project demonstrates how KISKA is making Atomic’s innovation ‘visible’. It also shows how the partnership between KISKA and Atomic extends from concept design and engineering to media management, video production and beyond.
The new D2 Doubledeck ski adapts to changing slopes, variations in snow, and individual user skills. Its variable radius and adjustable flexibility are achieved by the use of two layers, or decks: the upper (Control) deck which distributes the force applied by the skier in every movement; and the lower (Adapter) deck which adjusts automatically to the geometry of the snow. The KISKA design displays these characteristics at a glance.
Benefit
Atomic launched the D2 Doubledeck with outstanding success. It sold out on launch, even during a poor snow season. It continues to be the market leading ski.
If you would like more information please contact Jakob Pietsch!
St. Leonharder-Straße 4
5081 Anif - Salzburg
T +43(0)6246 73488 - 0
F +43(0)6246 73488 - 1044
office@kiska.com
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