Brand Experience and Activation > Integrated Promotional Campaign

7 DAYS OF RAIN

SMFB, Oslo / GEOX S.P.A / 2014

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Overview

Credits

OVERVIEW

ClientBriefOrObjective

Amphibiox is urban shoes for everyday use. People don’t have the perception that this kind of shoes actually can be waterproof. We wanted to prove this in a human and involving way, and at the same time show the different styles and boost sales for the 2013 Amphibiox collection. Its also a goal to let people know the wide range of everyday use the new collection actually covers.

Implementation

We let 1 man live for 7 days in nonstop rain in sunny Barcelona. Special build clouds where made to keep the test subject in constant rain. The experiment was filmed and turned into a interactive 7-episodes documentary where you can experience his struggle and see how the shoes held up.

Amphibiox has a unique technology. But in a really competitive market the challenge is to prove this in a way that stands out and involves the target group. Both in tone of voice and how we use the opportunities to engage possible target groups in new and engaging ways.

Outcome

-The shoes in the campaign is today the best selling shoes in all Geox global markets.

-1.5 million unique visitors on campaign site

-An average of over 5 minutes interacting on the site

-Increased brand perception – waterproof brand – by 30%,

-Increase brand perception of quality shoe brand by 10%

-Increase brand perception of brand they can trust by 12%

-Increase brand perception of a innovative brand by 8%

-Increase brand perception of unique brand 10%

Relevancy

Amphibiox waterproof shoe technology is truly an innovation when it comes to urban waterproof shoes. We wanted a way to express just how effective and innovative it really is, and talk about different product features in an engaging way. The promotion don’t only proves the technical features of the Amphibiox, it also show in a very specific way the different styles of the collection and how they are perfect for different every day use.

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