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Invisible Pop-Up Store

basics
Industry: Apparel, Clothing & Footwear
Media:Promotion & Event
Market:United States
Style: Minimalism
descriptioncnen
When Airwalk decided on a limited edition relaunch of their classic sneaker, the Jim, we came up with a new way to do it: the world's first invisible pop-up stores. Bringing together cell phones, GPS technology and Augmented Reality, customers could only buy the Jim if they downloaded the app, went to a pre-determined location, held up their phones, and took a photo of the AR Jim floating there. That allowed them to purchase the sneaker there and then. An exclusive product sold to an exclusive audience for an entirely new retail experience.

Describe the brief from the client:
Create buzz around the limited edition re-launch of the classic 90s Airwalk sneaker, the Jim. Also re-establish Airwalk’s reputation with street culture, targeting sneaker fans.
Creative Execution:
The Jim is an anti-gym shoe, originally designed for kids that don’t try out for the school football team, but hang out in skate parks and beaches instead. So that’s where we located the stores – Venice Beach, LA, and Washington Square, NYC. And limited edition sneakers are all about exclusivity, and buzz, so we knew that incorporating that into the actual buying process would help Airwalk achieve their goal. The Airwalk app was publicized through the Airwalk blog, and through press releases to popular sneaker, tech, apparel, and culture blogs. It was then quickly picked up by other blogs and sites, and passed on via word of mouth as well.
Describe the creative solution to the brief/objective.
We wanted to create a lot of buzz, as well as pay our respects to the shoe’s heritage. So we made the world’s first-ever Invisible Pop Up Stores, in locations relevant to the target audience. Coupling together cell phones, GPS technology, and Augmented Reality, customers could only buy the Jim if they downloaded the app, went to a pre-determined location, held up their phones, and took a photo of the AR Jim floating there. That allowed them to purchase the sneaker there and then.
Describe the results in as much detail as possible.
We created an entirely new method of retail. Airwalk’s e-store had its busiest day ever. We generated $5 million of earned media in press, online and TV. We re-established Airwalk’s link with street culture, and made them relevant again.
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Design:
Producer:
Other credit:Global Director of Creative Content: Kerry Keenan
Executive Director of Content Production: Lora Schulso, Nathy Aviram
Mobile Production: Goldrun
Brand Manager: Eric Dreyer
Client Vice President: Eric Dreyer
awards
Cannes Lions International Festival of Creativity 2011
Bronze Direct
Use of Direct Marketing
D&AD 2011
Yellow Pencil Digital Design
Digital Design
London International Advertising Awards 2011
Bronze Integrated Innovative
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