Amphibiox are urban shoes for everyday use. People don’t have the perception that this kind of shoe can actually be waterproof. We wanted to prove this in a human and involving way, and at the same time show the different styles and boost sales for the 2013 Amphibiox collection. It was also a goal to let people know the wide range of everyday use the new collection actually covers.

We let one man live for 7 days in non-stop rain in sunny Barcelona. Special build clouds where made to keep the test subject in constant rain. The experiment was filmed and turned into an interactive 7-episodes documentary where you can experience his struggle and see how the shoes held up.

Amphibiox has a unique technology. But in a really competitive market, the challenge is to prove this in a way that stands out and involves the target group, both in tone of voice and how we use the opportunities to engage possible target groups in new and engaging ways.

-The shoes in the campaign are today the best selling shoes in all Geox global markets.

-1.5 million unique visitors on campaign site

-An average of over 5 minutes interacting on the site

-Increased brand perception – waterproof brand – by 30%,

-Increase brand perception of quality shoe brand by 10%

-Increase brand perception of brand they can trust by 12%

-Increase brand perception of a innovative brand by 8%

-Increase brand perception of unique brand 10%

(Group M brand post-campaign report)

Amphibiox waterproof shoe technology is truly an innovation when it comes to urban waterproof shoes. We wanted a way to express just how effective and innovative it really is, and talk about different product features in an engaging way. The promotion don’t only prove the technical features of the Amphibiox, it also shows in a very specific way the different styles of the collection and how they are perfect for different everyday use.