Converse Promo CONVERSE SCHUH OXFORD STREET INSTALLATION by Perfect Fools

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CONVERSE SCHUH OXFORD STREET INSTALLATION

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Industry Shoes, Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market Sweden
Agency Perfect Fools
Creative Director Mark Chalmers
Art Director Oscar Asmoarp
Producer Markus Björk
Account Supervisor James Goode
Released April 2011

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: CONVERSE
Product/Service: SHOES
Agency: PERFECT FOOLS
Date of First Appearance: Apr 12 2011
Entrant Company: PERFECT FOOLS, Stockholm, SWEDEN
Entry URL: http://competitions.nomonday.com/case/shue
Creative Director: Mark Chalmers (Perfect Fools)
Technology Director: Björn Kummeneje (Perfect Fools)
Art Director: Oscar Asmoarp (Perfect Fools)
Producer: Markus Björk (Perfect Fools)
Account Supervisor: James Goode (Perfect Fools)
Motion Designer: Karl Nord (Perfect Fools)
Developer: Mikael Lundmark (Perfect Fools)
Strategy Planner: Michael Aneto (Perfect Fools)
Film production: Unit9 (Unit9)
Media placement: Installation - In-Store - 12 April 2011

Describe the objective of the promotion.
The Converse music collaboration, Desire, made stars of the audience through an interactive music video experience. With Facebook, you can star in the video alongside established artists. Separately, Schuh UK is a key retail partner of Converse.

For this task, our objectives were to:

- Amplify the launch of Desire.
- Drive sales of Converse at Schuh.

Describe how the promotion developed from concept to implementation.
Targeting Schuh's flagship store on London's Oxford Street presented three principle challenges.
 
Firstly, we needed to encourage physical (not just virtual) connection with Desire. So we incorporated motion detection technology and Facebook Places.
 
Secondly, for the original interactive video we had 6 minutes and Facebook details to connect with the audience. On Oxford Street we had 2 seconds and no details. So we created a holistic experience with an interactive window, in-store projections, interactive POS and posters.
 
Thirdly, we had to ensure that the installation enhanced, not interrupted, the selling of shoes, so we made a virtue of automation.

Explain why the method of promotion was most relevant to the product or service.
Converse is an active, spontaneous brand. The Schuh audience is young, fun-loving, mobile and digitally savvy. So the physical manifestation of Desire was ideal for both brands. 

An added plus was that the installation was un-manned, so Schuh staff could concentrate on selling shoes.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Over the campaign period, the Oxford St store outperformed projections by 25%, adding hundreds of thousands to the bottom line.