| Title | YOU CONTROL THE WEATHER |
| Brand | GEOX |
| Product/Service | AMPHIBIOX |
| Category |
A01. FICTION: SERIES OR FILM |
|
Entrant Company
|
SMFB Oslo, NORWAY
|
|
Contributing Company
|
SMFB Oslo, NORWAY
|
|
Production Company
|
STINKDIGITAL London, UNITED KINGDOM
|
Credits
| Eirik Stensrud |
Smfb |
Creative |
| Thomas Askim |
Smfb |
Creative |
| Kristian Kristiansen |
Smfb |
Account Director |
| Christoffer Lorang Dahl |
Smfb |
Digital Producer |
| Silje Hvideberg Tobiassen |
Smfb |
Account Manager |
| Magnus Snickars |
Smfb |
Designer |
| Stina Nordgren |
Smfb |
Designer |
| Arnar Halldorsson |
Smfb |
Motion Graphic Artist |
| Sverrir Brynjolfsson |
Smfb |
Motion Graphic Artist |
| Richard Holley |
Geox |
|
| Gianlorenzo Mocellin |
Geox |
|
| Luigi Garbuio |
Geox |
|
| Jonathan Entwistle |
Stink Digital |
Director |
| Cameron Temple |
Stink Digital |
Creative Director |
| Jax Evans |
Stink Digital |
Digital Producer |
| Cathy Omedillas |
Stink Digital |
Project Manager |
| Ryan Dzierzek |
Stink Digital |
Vfx |
| Luke Dzierzek |
Stink Digital |
Music Composer |
The Campaign
There are no relevant restrictions or special regulation that has inflicted on the creation of this campaign.
This is a digital experience with the goal to engage people in the brand through entertainment.
Results
Our main challenge was to create content that would engage people in our message: Amphibiox is perfect for any weather condition - not only rain. Through years of testing and development Geox has created a technology that is waterproof and breathable, making them perfect for all kinds of weather.
We needed to do this in a way that not just told people this, we needed to create something that would draw people to us. By treating this as a movie launch we presented the campaign as a one-of-a-kind movie where it's up to you if two potential lovers ever meet. An important part of the strategy was to use our own channels and loyal friends to spread the content. So we created movie-posters and trailers that we used for promote the movie.
The movie is an interactive experience where we let people play third part and take control of the weather.
We meet two people that is perfect for each other, however, if the fate goes their way, depends on what choices the user takes.
We treated this as a movie launch. Trough social media and blogs we teased with trailers and "movie reviews".
Focusing on the fact that people themselves plays the third character in this one of a kind movie experience, where you alter the faith of two possible lovers. This was supported by payed media banners and pre-rolls where people could choose which weather condition they wanted to see the trailer in. A big effort was also paid to involve our loyal followers to make them engaged in the content.
The campaign is in its first stage so the overall results of the activity is not available,
but there are some very positive indications:
We see that the conversion rate of people going right from the experience
to the shop is high (number).
We have over 1.000 000 unique visitors on the site
The overall response in earned media is high, the campaign generates a lot of conversations
in blogs, social media, life style magazine etc. talking about the message of Amphibiox for all conditions.