Airwalk Promo, Case study INVISIBLE POP UP STORE by Y&R New York

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Industry Shoes
Media Promo & PR, Case study
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 November 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: AIRWALK
Product/Service: FOOTWEAR
Agency: Y&R
Date of First Appearance: Nov 6 2010
Entrant Company: Y&R, New York, USA
Global Director, Creative Content: Kerry Keenan (Y&R)
Executive Creative Director: Ian Reichenthal (Y&R)
Executive Creative Director: Scott Vitrone (Y&R)
Creative Director: Graeme Hall (Y&R)
Creative Director: Menno Kluin (Y&R)
Creative Director: Steve Whittier (Y&R)
Copywriter: Felix Richter (Y&R)
Art Director: Alexander Nowak (Y&R)
Producer: Jo Kelly (Y&R)
Producer: Devon Dentler (Y&R)
Executive Director/Content Production: Lora Schulson (Y&R)
Executive Director/Content Producer: Nathy Aviram (Y&R)
Production House: (Goldrun)
Creative Director: Vivian Rosenthal (Goldrun)
Creative Director: Shailesh Rao (Goldrun)
Lead Developer: Daniel Crowder (Goldrun)
Technologist: Tim Kirkwood (Goldrun)
Project Manager: Lucy Swope (Goldrun)
Designer: Austin Bone (Goldrun)
Designer: Tiffany Ng (Goldrun)
Media placement: Augmented Reality - Mobile Application - 6/11/2010

Insights, Strategy & the Idea
Create buzz around the limited edition re-launch of the classic Airwalk sneaker, the Jim.

Creative Execution
The world's first ever Invisible Pop Up Stores. 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 on a certain day, held up their phones and took a photo of the AR Jim floating there. That allowed them to purchase the sneaker there and then.

Results and Effectiveness
An entirely new method of retail, $5 million earned media in press, online, and TV and Airwalk back on the streets.