SHACKLETON PART OF ACCENTURE INTERACTIVE, Madrid / SKECHERS / 2019
Skechers has a product line devoted to Golf sports footwear. To mark the launch of its new, most exclusive models, we created a limited edition series of container boxes for this footwear, with a very special feature: via a little manoeuvre, they became a little hole that made it possible to practice putting.
The aim was to celebrate the arrival of the new models of Skechers golf footwear, with a special action starring the product. Something that made us stand out from other brands. The action had to serve as both a delivery to influencers as well as a milestone in some shops at the time of purchasing the product. All without using the typical advertising mediums.
We created The Putting Box. Via a simple perforation, we managed to make the boxes of the most Premium Skechers GoGolf models transform into a putting hole within a few seconds in order to practice the most definitive golf shot. We added an exclusive bonus to the product without modifying it, simply via a straightforward and innovative design of the container box.
The action was carried out in May - June of 2018
The target audiences were the specialized shops and corners where the footwear was sold with this packaging and the more than 30 media outlets, journalists and influencers who received the product sample in their Putting Box.
The product price was not increased by its packaging.
The action cost €2,200 and 100 boxes were produced.
Great golf lovers know that training at all hours is a guarantee of success. They also know that Skechers golf footwear is a guarantee of quality for the best golfers. Therefore, in order to match the product, we decided to turn something as intrinsic to footwear as the box, into a typical and recognisable as a living room putting hole. Thus, clients can practice right away from the time of their purchase, so that when they head to the course, their level matches that of their Skechers GoGolf.
Boxes were created so that several important shops and Skechers corners could sell their Golf models with this exclusive packaging. Also, they were sent to more than 30 specialized media outlets, influencers and journalists, in order for them to discover the new models with this bonus on their box.
The box was used to display the new footwear on social networks and see its testing along with the unboxing. The videos and photographs reached the most specialized public.