The challenge was to think of something innovative, something that has novelty value.

The objective was to convey the brand message, 'This journey is fun', in an interesting manner.

A bluetooth headset, we felt, was an interesting device to portray the brand message as it involves listening to music, which happens to be a very popular way of having fun. The shoe design escalated the thought to another level as it conveyed both having fun and commuting. The line on the packaging, 'Groove on the move' conveyed the thought very aptly.

The response intended was never monetary gain. It was a collectible intended at increasing brand recall and goodwill. And the fact that 78% of the recipients called up authorities at Fox Traveller to commend on the collectible received, speaks volumes about its effectiveness.