The core of the 7 Days of Rain experience was the interactive films, embedded on the product site. These distinctly different elements were cleverly blended with the use of 1000FPS, interactive close ups of the footwear. Integrating these slow motion product shots helped to tie the emotional storytelling of each movie with the website’s point of sale space, creating a seamless experience from product introduction to product purchase. In addition to the main story line we created an interactive layer that allows users to explore even more content; from in depth footage of the cloud devices, to crowd reactions.

-The shoes in the campaign is 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%

Challenge:

Amphibiox is urban shoes for everyday use. People don’t have the perception that this kind of shoes actually can be totally waterproof.

Objective:

Make people connect with the brand, and perceive Amphibiox as the ultimate urban waterproof shoe.

Strategy:

We wanted to prove the waterproof claim in a human and involving way.

The content combined product information and storytelling, resulting in communication

that is both relevant and entertaining.

Idea:

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