Urban shoes – tested in the rainest place on earth. Geox' new urban shoe collection is 100% waterproof and breathable. Our challenge was that people didn't believe a 'normal' shoe could be waterproof, so we had to prove it. We put the shoes to the ultimate test by taking them to the wettest place on earth, Cherrapunjee, India. A place that recieves 11,7 meters of annual rainfall. We recruited four qualified testers from Geox’s facebook fans, each who experiences the extreme wet conditions while wearing the shoes. We turned it into an online interactive documentary, letting the viewer discover Cherrapunjee first hand.

The shoes have an integrated part of the story. We wanted to convey some of the feeling wearing the shoes, rather than to just push product. Any time during the films (on the site) you have the possibility to take a closer look at the shoes, but are not forced to.

The campaign started off with a search for testers through Geox Facebook fans, this also acted as a teaser. Web banners/bloggers where used to attract two specific target groups: those interested in travel/adventure and those interested in the fashion aspect of the project. Geox' stores across Europe also played a big part of promoting the site, each store received a kit with material such as movie poster style messages. The interactive documentary is tied together with a POV street navigation letting the viewer navigate the streets and discover each tester. The documentary was also posted on YouTube as stand alone films.

-700k unique visits to the site within the first month

-120k new Facebook fans

-1,1 million YouTube views within the first month

-Fall/Winter collection sold out from stock