Ludwig Gortz Print GÖRTZ – VIRTUAL SHOE FITTING by Kempertrautmann Hamburg

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Industry Shoes
Media Print, Magazine & Newspaper
Market Germany
Agency Kempertrautmann Hamburg
Executive Creative Director Martin Drust
Art Director Sebastian Burghardt
Copywriter Gordian Frank
Photographer Frederic Streicher
Released April 2012

Credits & Description

Category: Best Use of Shopper Marketing in a Promotional Campaign
Advertiser: LUDWIG GÖRTZ
Product/Service: GÖRTZ
Executive Creative Director: Martin Drust (Kempertrautmann Change)
Creative Director: Sebastian Burghardt (Kempertrautmann Change)
Creative Director: Gordian Frank (Kempertrautmann Change)
Art Director: Sebastian Burghardt (Kempertrautmann Change)
Copywriter: Gordian Frank (Kempertrautmann Change)
Account Manager: Alexandra Schlegel (Kempertrautmann Gmbh)
Account Manager: Claudia Dührkop (Kempertrautmann Change)
Online Concept: Samir Behlsen (Kempertrautmann Change)
Interactive Designer: Jonas Eriksson
Design Assistant: Julian Knappe (Kempertrautmann Change)
Technical Director: Nestor Gómez (Artefacto Estudio)
Out Of Home Media: (Ströer Out-Of-Home Media)
Film Production: (The Shack/Liga_01 Computerfilm)
Photographer: Frederic Streicher
Media placement: Ambient Media - Hamburg Central Station (Wandelhalle) - 12 April 2012

Describe the objective of the promotion.
Görtz is one of the largest shoe retailers in Germany. But how can they increase their sales without increasing the number of stores? They were asking for a way to sell shoes in the digital age.
We knew the decision of buying a shoe model is visually driven: more so by how a shoe model looks on you when you wear it.

Describe how the promotion developed from concept to implementation.
Our client asked for a new way to sell shoes in the digital age. So we developed a technology that uses regular outdoor media in an innovative way, letting you try on and buy any shoe from the online store, in any colour, in any size.

Explain why the method of promotion was most relevant to the product or service.
Our technology allowed to virtually try on any shoe, any colour, any size and see it like you actually wear it. Through the innovative use of outdoor media we allowed the shoe stores to be set up virtually anywhere. For the launch of the technology we chose the most frequented places: central stations.

Describe the success of the promotion with both client and consumer including some quantifiable results.
People had fun trying, discovering and buying new sneakers, exotic shoes and shoes in funky colours. The Görtz mobile online store saw their busiest time during the course of our campaign and Görtz plans to expand their virtual stores to other countries and possible continents. It allows them to set up a full featured shoe store on minimal space.