Title | YOU CONTROL THE WEATHER |
Brand | GEOX |
Product/Service | AMPHIBIOX |
Category |
B03. OTHER CONSUMER PRODUCTS (INCL. DURABLE GOODS) |
Entrant Company
|
SMFB Oslo, NORWAY
|
Advertising Agency
|
SMFB Oslo, NORWAY
|
Media Agency
|
GROUP M Milan, ITALY
|
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 |
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 Brief
Amphibiox has with its two previous campaigns established it self as the ultimate waterproof
urban shoes. The challenge for the Fall/winter 2014 campaign was to also promote Amphibiox as the shoe that is perfect for any weather conditions - not only rain. This new generation waterproof technology not only keeps you dry, protects you against rain, mud and snow, it also increase breathability to aid your body's natural
thermoregulation. Perfect for any condition.
Describe how the promotion developed from concept to implementation
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 a third character by trying to get them together.
The only way to make them meet is by changing the weather.
At any moment you can enter a special 3D film of the shoe that allows a full 360ยบ view of the shoe, and
giving people a one of a kind product demonstration up close, showing the shoes in every angle with all the stylish details.
Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign is in its first stage so the overall results of the activity is not yet 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.
Explain why the method of promotion was most relevant to the product or service
We needed to create immediate attention and awareness that would establish Amphibiox as the shoe that is perfect for any condition.
We wanted to do this in a way that would let people experience themselves how the features of Amphibiox will help them stay comfortable in their everyday. We wanted to create content that in a inviting way would make it possible to talk about all the features and benefits we wanted to communicate.
It was also important to show the wide range of the F/W 2014 collection in different and relevant situations.