POS goes athletic.
Project
Shape Up
Client
Skechers
Period
2010
Sector
Fashion
Category
Promotion
Media
Format
Guerilla
Ambient events
Services
Project management and organization, branding, personnel services
“Shape-ups” for all of Germany.
The American brand Skechers put us up to a sporting challenge: People all over Germany needed to find out about their unique midsole technology “Shape-ups,” and specifically about how it increases muscle activation, improves posture, and supports weight loss.
The shoes feature a broad functional spectrum, and promotional activities were meant to appeal to both athletic and non-athletic types, of all age groups.
“We were able to guarantee a broad range and made countless personal contacts.”
Large sports events such as the marathons in Berlin, Frankfurt, and Hamburg served as ideal access points to the target group. Through the high numbers of participants and spectators in all three cities, we were able to guarantee a broad range and made countless personal contacts.
And then it was time to put on our headbands and lace up the running shoes!
Our trained staff was deployed all over Germany to inform running enthusiasts about the new Shape-ups. Along with these promotional activities, we launched a nationwide transit advertising campaign to amplify the message.
