Geox's Amphibiox are waterproof urban shoes for everyday use. Problem was, most people didn't believe such stylish shoes could really be waterproof. We wanted to set the record straight. To attract new customers and boost sales, we teamed with SMFB to created a campaign that showcased the shoe's different styles. The amusing spot featured Tom who wore the shoes in nonstop rain for seven days. (His feet, of course, stayed dry.)

Launch the campaign
Published
February 2014
Topics

The Story

Geox's Amphibiox are waterproof urban shoes for everyday use. Problem was, most people didn't believe such stylish shoes could really be waterproof. We wanted to set the record straight. To attract new customers and boost sales, we teamed with SMFB to created a campaign that showcased the shoe's different styles. The amusing spot featured Tom who wore the shoes in nonstop rain for seven days. (His feet, of course, stayed dry.)

We rigged a personal raincloud for Tom and filmed him working a day job, urban hiking, and even dating, all while getting soaked. We cleverly blended 1,000 fps closeups of the shoes with an interactive layer for exploring in-depth content. This tied the emotional storytelling of each movie with the website’s point of sale space, creating a seamless experience from product introduction to purchase. A mix of Flash for desktop and HTML5 for smartphones and tablets optimized the experience across devices.

The Technology

The Results

The experiment instantly garnered attention of onlookers who both pitied Tom and cheered him on. Since the shoes are at the heart of the concept, we could freely showcase their features without losing entertainment value. After three months, the site had attracted one million unique visitors who each spent an average of six minutes on the site.

1

Million unique visitors to the site after three months

7

Pairs of shoes

1

Week of nonstop rain

Launch Date Jan. 10, 2013