GEOX Case study GEOX AMPHIBIOX by SMFB

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GEOX AMPHIBIOX

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Industry Shoes
Media Case study
Market Norway
Agency SMFB
Director Rohan Mangat Blair
Creative Director Cameron Temple
Art Director Eirik Stensrud
Copywriter Thomas Askim
Designer Stina Nordegren, Magnus Snickars, Arnar Haldorsson
Producer James Waters
Released May 2013

Awards

Cannes Lions 2013
Cyber Lions Websites & Microsites; Clothing, Footwear & Accessories Gold
Cyber Lions Craft; Photography Silver
Cyber Lions Craft; User experience Bronze
Media Lions Use of Media; Best Use of Branded Content & Sponsorship Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Branded Content & Sponsorship
Advertiser: GEOX
Product/Service: AMPHIBIOX URBAN WATERPROOF SHOES
Agency: SMFB Oslo, NORWAY
Client: Luigi Garbuio (Geox)
Client: Georgio Lorenzo (Geox)
Client: Richard Holley (Geox)
DOP: Benjamin Thomas (Stink TV)
Producer: James Waters (Stink TV)
Director: Rohan Mangat Blair (Stink TV)
Creative Director: Cameron Temple (Stinkdigital)
Executive Producer: Andy Kinsella (Stinkdigital)
Designer: Magnus Snickars (SMFB)
Designer: Stina Nordegren (SMFB)
Designer: Arnar Haldorsson (SMFB)
Agency Producer: Christoffer Lorang Dahl (SMFB)
Account Manager: Jannicke Platou (SMFB)
Account Director: Kristian Kristiansen (SMFB)
Copywriter: Thomas Askim (SMFB)
Art Director: Eirik Stensrud (SMFB)

Results and Effectiveness

-700k unique visits to the site within the first month
-120k new Facebook fans
-1,1 million YouTube views within the first month
-Fall/Winter collection sold out of stock

Creative Execution

The campaign started off with a search for testers through Geox Facebook fans, this also acted as a teaser. Web banners/bloggers where used to attract two specific target groups: those interested in travel/adventure and those interested in the fashion aspect of the project. Geox' stores across Europe also played a big part of promoting the site, each store received a kit with material such as movie poster style messages. The interactive documentary is tied together with a POV street navigation letting the viewer navigate the streets and discover each tester. The documentary was also posted on YouTube as stand alone films.

Insights, Strategy and the Idea

Urban shoes – tested in the rainest place on earth. Geox' new urban shoe collection is 100% waterproof and breathable. Our challenge was the fact that people didn't believe a "normal” shoe could be waterproof, so we had to prove it. We put the shoes to the ultimate test by taking them to the wettest place on earth, Cherrapunjee, India. A place that recieves 11,7 meters of annual rainfall. We recruited four qualified testers from Geox’s Facebook fans, each experienced the extreme wet conditions while wearing the shoes. We turned it into an online interactive documentary, letting the viewer discover Cherrapunjee first hand.