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Category
Integrated Campaign
Annual ID
OS22_HW064M
About the Work
CREATIVE STRATEGY
With 'FEET' we engaged our target audience, developed customer relationships, inspired action and produced measurable results
Background
For shorter distances there’s plenty of options from bikesharing to electric steps. Unfortunately a lot of these products end up as waste because they often get thrown away instead of repaired. This is why we had to get people walking again for those shorter distances. However, the people of Brussels simply don’t think about walking when they need to get from A to B. For them, walking is something you do to stroll around the city or when you’re on a break.
Strategy
We wanted to disrupt and reframe the way people think about walking by presenting it as the cheapest, most readily available solution for short distance travel.
Creative idea
We presented “Feet” in an ironic way mimicking the tricks used by big tech companies when launching – what they call – revolutionary new products.
Execution
“Feet” was launched with an official trailer, outdoor billboard , ambient, a loyalty programm and “influencers” who were “blown away” by this amazing new tech. The entire campaign was one big parody and got people thinking about their feet differently.
Results
People got addicted to our “new product”:
• The reveal captures people’s attention with a VTR of 25%
• But above all: people started walking again. Apple Maps reported an increase in the number of walking rout requests to get from A to B.
People got addicted to our “new product”:
The reveal captures people’s attention with a VTR of 25%
But above all: people started walking again. Apple Maps reported an increase in the number of walking rout requests to get from A to B.
This campaign created awareness for a simple tool that everybody has, but few were actually using.
FEET is considered one of the most successful product launches in history, with a conversion rate of about 100%
It was one of the most powerful brand activations ever
A stunning 98% of the people from Brussels has a pair and is now using them more and more
Resulting in less polution, less obstacles, and less waste.
With 'FEET' we engaged our target audience, developed customer relationships, inspired action and produced measurable results
Background
For shorter distances there’s plenty of options from bikesharing to electric steps. Unfortunately a lot of these products end up as waste because they often get thrown away instead of repaired. This is why we had to get people walking again for those shorter distances. However, the people of Brussels simply don’t think about walking when they need to get from A to B. For them, walking is something you do to stroll around the city or when you’re on a break.
Strategy
We wanted to disrupt and reframe the way people think about walking by presenting it as the cheapest, most readily available solution for short distance travel.
Creative idea
We presented “Feet” in an ironic way mimicking the tricks used by big tech companies when launching – what they call – revolutionary new products.
Execution
“Feet” was launched with an official trailer, outdoor billboard , ambient, a loyalty programm and “influencers” who were “blown away” by this amazing new tech. The entire campaign was one big parody and got people thinking about their feet differently.
Results
People got addicted to our “new product”:
• The reveal captures people’s attention with a VTR of 25%
• But above all: people started walking again. Apple Maps reported an increase in the number of walking rout requests to get from A to B.
People got addicted to our “new product”:
The reveal captures people’s attention with a VTR of 25%
But above all: people started walking again. Apple Maps reported an increase in the number of walking rout requests to get from A to B.
This campaign created awareness for a simple tool that everybody has, but few were actually using.
FEET is considered one of the most successful product launches in history, with a conversion rate of about 100%
It was one of the most powerful brand activations ever
A stunning 98% of the people from Brussels has a pair and is now using them more and more
Resulting in less polution, less obstacles, and less waste.
2022 Awards
Total Points: 3
Merit
Credits
Agency
mortierbrigade / Brussels
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