| Title | YOU CONTROL THE WEATHER |
| Brand | GEOX |
| Product/Service | AMPHIBIOX |
| Category |
A07. USE OF DIGITAL IN A PROMOTIONAL CAMPAIGN |
|
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 |
| 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 |
| 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 condition - 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. This allows you to stay warm in cold conditions, and cool when it gets warm. Perfect for any condition.
Describe how the promotion developed from concept to implementation
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 condition - 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. This allows you to stay warm in cold conditions, and cool when it gets warm. Perfect for any condition.
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.