Converse: THE SAMPLER by R/GA New York for Converse

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Industry Shoes, Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market United States
Agency R/GA New York
Executive Creative Director Ian Spalter
Creative Director Trevor Eld, Tara Greer
Copywriter Jonny Leicht
Released June 2011


Cannes Lions 2011
Media Lions Best Use of Mobile Devices Silver

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Mobile Devices
Advertiser/Client: CONVERSE
Product/Service: MOBILE APP
Entrant Company: R/GA New York, USA
Advertising Agency: R/GA New York, USA

Creative Director: Trevor Eld (R/GA)
Creative Director: Tara Greer (R/GA)
Senior Interaction Designer: Kajal Gala (R/GA)
Executive Creative Director: Ian Spalter (R/GA)
Senior Visual Designer: Yzabella Munson (R/GA)
Junior Visual Designer: Jen Leartanasan (R/GA)
Copywriter: Jonny Leicht (R/GA)
Managing Director, Production: Ameer Youssef (R/GA)
Technical Director: Erik Laurenceau (R/GA)
Software Engineer: Joseph Lin (R/GA)
Mobile Technical Director: Robert Spychala (R/GA)
Senior Software Engineer: Josh Stephenson (R/GA)
Software Developer: Tacit Knowledge (R/GA)

Results and Effectiveness:
The Converse Sampler is a category first that has changed the way people shop for shoes online. There were over 10,000 downloads of the app. Approximately 240,000 products viewed and 22,500 photos of sneakers taken to date.
Creative Execution:
Through augmented reality, now you can try on Converse classics and other collections virtually with The Sampler app. After browsing the collections and picking your favourite model, simply position your mobile camera towards your foot and scale the shoe to fit over your foot. When you find the model that suits you, snap a pic to add it to your gallery. You can also share it with friends on Facebook and get their reactions. When you’ve reached a decision, buy the pair directly from the app.
Insights, Strategy and the Idea:
Online shopping is problematic because you can’t try on what you’re looking at. Mobile shopping can be even trickier. Converse has always been a brand that stands for innovation. Adding to that tradition, we created a new way for their customers to shop using their iPhones.