Airwalk: Invisible Pop Up Store by Y&R New York for Airwalk

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Airwalk: Invisible Pop Up Store

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Industry Apparel, Clothing & Footwear, Shoes
Media Direct marketing
Market United States
Agency Y&R New York
Executive Creative Director Ecd- Gerry Graf Gcd- Scott Vitrone, Ian Reichenthal
Creative Director Menno Kluin, Steve Whittier, Vivian Rosenthal, Graeme Hall, Shailesh Rao
Art Director Alexander Nowak
Copywriter Felix Richter
Designer Austin Bone, Tiffany Ng
Producer Jo Kelly, Devon Dentler
Released June 2011


Cannes Lions 2011
Direct Lions Direct Response Digital: Mobile Marketing Bronze
Cyber lions Mobile Advertising Bronze

Credits & Description

Type of Entry: Use of Direct Marketing
Category: Direct Response Digital: Mobile Marketing
Advertiser/Client: AIRWALK
Product/Service: FOOTWEAR
Entrant Company: Y&R New York, USA
DM/Advertising Agency: Y&R New York, USA
Global Director / Creative Content: Kerry Keenan
Executive Creative Director: Ian Reichenthal
Executive Creative Director: Scott Vitrone
Creative Director: Graeme Hall
Creative Director: Menno Kluin
Creative Director: Steve Whittier
Copywriter: Felix Richter
Art Director: Alexander Nowak
Producer: Jo Kelly
Producer: Devon Dentler
Executive Director / Content Production: Lora Schulson
Executive Director / Content Producer: Nathy Aviram
Production House: Goldrun
Creative Director: Vivian Rosenthal
Creative Director: Shailesh Rao
Lead Developer: Daneil Crowder
Technologist: Tim Kirkwood
Project Manager: Lucy Swope
Designer: Austin Bone
Designer: Tiffany Ng
Describe the brief from the client:
Create buzz around the limited edition re-launch of the classic 90s Airwalk sneaker, the Jim. Also re-establish Airwalk’s reputation with street culture, targeting sneaker fans.
Creative Execution:
The Jim is an anti-gym shoe, originally designed for kids that don’t try out for the school football team, but hang out in skate parks and beaches instead. So that’s where we located the stores – Venice Beach, LA, and Washington Square, NYC.
And limited edition sneakers are all about exclusivity, and buzz, so we knew that incorporating that into the actual buying process would help Airwalk achieve their goal.
The Airwalk app was publicized through the Airwalk blog, and through press releases to popular sneaker, tech, apparel, and culture blogs. It was then quickly picked up by other blogs and sites, and passed on via word of mouth as well.
Describe the creative solution to the brief/objective.
We wanted to create a lot of buzz, as well as pay our respects to the shoe’s heritage.
So we made the world’s first-ever Invisible Pop Up Stores, in locations relevant to the target audience. Coupling together cell phones, GPS technology, and Augmented Reality, customers could only buy the Jim if they downloaded the app, went to a pre-determined location, held up their phones, and took a photo of the AR Jim floating there. That allowed them to purchase the sneaker there and then.
Describe the results in as much detail as possible.
We created an entirely new method of retail.
Airwalk’s e-store had its busiest day ever.
We generated $5 million of earned media in press, online and TV.
We re-established Airwalk’s link with street culture, and made them relevant again.