Нестандартная реклама "Invisible Pop Up Store", рекламодатель: Airwalk, агентство: Y&R New York
Название: Invisible Pop Up Store
Агентство: Y&R New York
Рекламодатель: Airwalk
Страна: США
Сектор бизнеса: Обувь
Год выхода: 2011
Вид рекламы: Нестандартная реклама
| Name | Company | Position |
| Kerry Keenan | Y&R New York | Global Director / Creative Content |
| Ian Reichenthal | Y&R New York | Executive Creative Director |
| Scott Vitrone | Y&R New York | Executive Creative Director |
| Graeme Hall | Y&R New York | Creative Director |
| Menno Kluin | Y&R New York | Creative Director |
| Steve Whittier | Y&R New York | Creative Director |
| Felix Richter | Y&R New York | Copywriter |
| Alexander Nowak | Y&R New York | Art Director |
| Jo Kelly | Y&R New York | Producer |
| Devon Dentler | Y&R New York | Producer |
| Lora Schulson | Y&R New York | Executive Director / Content Production |
| Nathy Aviram | Y&R New York | Executive Director / Content Producer |
| Goldrun | Production House | |
| Vivian Rosenthal | Goldrun | Creative Director |
| Shailesh Rao | Goldrun | Creative Director |
| Daneil Crowder | Goldrun | Lead Developer |
| Tim Kirkwood | Goldrun | Technologist |
| Lucy Swope | Goldrun | Project Manager |
| Austin Bone | Goldrun | Designer |
| Tiffany Ng | Goldrun | Designer |
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.
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