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GORE-TEX® brings 5D experience to Westfield London

Outdoor apparel brand GORE-TEX® staged a 5D experience this weekend (8th-9th April) at The Atrium in Westfield London . The multi-dimensional brand experience, created and produced by MKTG, allowed visitors to test the range of resistances and efficiencies of the revolutionary GORE-TEX® fabric in some incredible environments.
The GORE-TEX® Brand 5D Experience kitted out visitors with GORE-TEX®  footwear and then exposed them to the elements, including wind & rain, as they experienced 5D simulations of some of the UK’s most stunning natural beauty spots.
The first location was Henrhyd Falls, the tallest waterfall in southern Wales, boasting a spectacular 90-foot drop over the edge of a rugged rock formation. Visitors could also experience the historic beauty spot of Malham Cove in North Yorkshire, with a chance to see the amazing panoramic views from the clifftop, standing at around 260-feet high.
GORE-TEX®  also ran  a competition throughout the activation, giving away a pair of men’s, women’s & children shoes every day.
An online hub will deliver rich content for outdoor enthusiasts, with a dedicated area for the experiential activation, while a paid social and earned media campaign will take the experience into the digital world.
The GORE-TEX® 5D Experience was activated through a collaboration between MKTG, Carat Edinburgh & iProspect Edinburgh.
Murray Macadam, Marketing Associate at GORE-TEX®, said: “We wanted consumers to interact with our brand in a meaningful way, and make it their brand.  Adding the experiential element into a predominantly digital campaign made that more likely and provided a hub around which all the channels, with their respective roles, could orbit.”
Luke Wretham, Senior Client Executive at MKTG, added: “The GORE-TEX® 5D Experience is a perfect example of an integrated and collaborative campaign where all digital communications are built around the activation, which sits at the heart of the media.  This is GORE-TEX® first foray into experiential and is testament to the efforts of all partners involved to execute such an original and exciting media campaign.”

GORE-TEX® Launch Weather Activated OOH Campaign

Posterscope and Carat Edinburgh have developed an innovative Out of Home (OOH) advertising campaign for GORE-TEX® that capitalizes on the nation’s obsession with weather and brings to life the technological benefits of their fabric ─ durably waterproof and windproof, combined with optimized breathability, which maximizes protection and comfort for the wearer.
The OOH, which forms part of a fully integrated ‘Experience the Difference’‘weather-themed campaign including TV, cinema, Mobile, VOD and online, comprises an innovative digital creative execution that amplifies the weather theme by reacting to the local weather conditions in real-time.
Using the Liveposter CMS platform, GORE-TEX‘s campaign will target consumers at multiple touchpoints whilst they are out of the home in both retail and roadside environments serving relevant messaging dependent on whether the weather is rainy, dry and windy or stormy.
Ian Southey, Comms Planning, Carat Edinburgh said: “We have worked to develop a strategic approach aligning the Gore-Tex brand with the UK’s well known obsession – the weather – and produce cut-through communications that solidify the rational brand benefits to create differentiation and stand out through the very thing that is at the core of Gore-Tex…Technology”
Cécile Nomdedeu, PR and Media Specialist Europe, at WL GORE said: “The Experience the Difference campaign is a multi-year investment which will keep our brand healthy and energised.  Running this innovative, high-impact media activity lets us tell new UK consumers our compelling story of great products, guaranteed”.
The OOH campaign which is appearing on Ocean’s Westfield Eat Street Site and Adshel Live runs across London from 19 October until 1 November.