| Title | YOU CONTROL THE WEATHER |
| Brand | GEOX |
| Product/Service | AMPHIBIOX |
| Category |
A09. USE OF OTHER DIGITAL PLATFORMS IN A MEDIA CAMPAIGN |
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Entrant Company
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SMFB Oslo, NORWAY
|
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Advertising Agency
|
SMFB Oslo, NORWAY
|
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Media Agency
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GROUP M Milan, ITALY
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Production Company
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STINKDIGITAL London, UNITED KINGDOM
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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 |
Results and Effectiveness
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.
Creative Execution
We treated this as a movie launch. Through social media and blogs we teased with trailers and "movie reviews".
Focusing on the fact that people themselves play the third character in this one of a kind movie experience, where you alter the faith of two possible lovers. This was supported by paid media banners and pre-rolls where people could choose witch weather condition they wanted to se the trailer in. A big effort was a put in to involve our loyalfollowers to make them engaged in the content.
Insights, Strategy and the Idea
Amphibiox is waterproof urban everyday shoes.
The communication challenge was to let people know that they are perfect for any kind of 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.
Our challenge was to create content that would engage people in in this message.
We needed to not only push the features, but we needed to create something that would draw people to us.
We created a unique interactive movie-experience to demonstrate the performance of this technology. In a love story about two people that have never met, we let the user play third character by trying to get them together. The only way to do so is by changing the weather. No matter what condition you choose the shoes handle them perfectly.