While LED torch manufacturers LED Lenser have got a strong market presence and brand awareness in sectors such as rescue services, trade, fishing, sailing or caving, their presence in the outdoors and active sectors was lagging behind. To raise awareness of their head torch series and to launch their brand new NEO product, we launched the #epicLED campaign.

A social media campaign (‘Win an adventure holiday for 2’ competition) asked participants to tag a photo or story with #epicLED on any channel (Facebook, Twitter, Instagram and Vine). A temporary microsite hosted all entries and a social media advertising campaign promoted it.

In parallel, we held a product launch event for NEO in central London. 40 outdoors journalists and bloggers were treated to tales of night adventures by climber Leo Houlding, adventurers Sophie & Charlie Radcliffe and ultrarunner James Adams.

The competition was further supported by partnerships with outdoors apparel specialist Berghaus and the Austria Tourism Board.