We needed to get the attention of the infamous low-attention-spanning too-cool-for-school Gen Z surf/skate audience and get them to project Ozmosis as an aspirational retail shopping destination.
We found that their passion was packed with persistence and risk taking.
To land a new trick or catch that irresistible wave when the shark alarm is going off, you have to take risks and this culture comes with its fair share of battle wounds: bruises, scars, dislocations, fractures and a ripper of a story.
Our idea afforded discounts in store for all the gear they wanted accessed by showing a scar. Its discreet retailing that permeated their culture and proves your commitment to the lifestyle.
Pay With Pain drove a 13% increase in sales and a 61% increase in brand positivity.