Oxdog is a floorball equipment manufacturer. In 2012 they introduced the world's first floorball stick completely made from carbon the Onepiece. Usually the sticks have a carbon shaft and a plastic blade. This was a true revolution for the entire sport.
Because we didn't want our competitors to copy the stick, I came up with the idea of showing just the idea how the stick is made: metal-like liquid Oxdog material is poured to the mold. The ads were simple and styled like movie posters. We also launched a Facebook page where by becoming a fan, you could see detail photos of the stick. You couldn't see the pics anywhere else.
Because we didn't want our competitors to copy the stick, I came up with the idea of showing just the idea how the stick is made: metal-like liquid Oxdog material is poured to the mold. The ads were simple and styled like movie posters. We also launched a Facebook page where by becoming a fan, you could see detail photos of the stick. You couldn't see the pics anywhere else.
The result: lots of media attention and social media buzz. Oxdog became the second biggest floorball brand in Facebook. At the moment Oxdog is the only brand with a stick completely made of carbon and sales are strong for an expensive stick.
