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.

Over the campaign period, the Oxford St store outperformed projections by 25%, adding hundreds of thousands to the bottom line.