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23/10/2013 Event Agencies

Mad signs Guerilla Geox campaign in Milan

The guerrilla marketing campaign conceived by marketing agency Mad for Geox to promote and test the new waterproof technology of the most recent Amphibiox model served as a run-up to the brand’s new FW 2013 digital campaign.

The entertaining guerrilla operation took place simultaneously on 19 and 20 October in the centres of Milan, Hamburg and Vienna. In Milan, a Geox tester walked the length of Corso Vittorio Emanuele as far as via Torino under a shower of rain produced by an artificial cloud conceived for the Non Stop Rain Tested  advertising campaign, to promote the waterproof technology of the shoe and offer passersby a live experience.

Other promoters, always accompanied by fake clouds, wandered around the city inviting passersby to test the Geox Amphibiox collection in-store.

At the Geox store in  Via Torino, in the presence of a tester, customers were given a chance to test the waterproof claim of the footwear directly in a tub filled with water positioned in the main display case of the shop window.

All those visiting the sales point were offered a give-away of a waterproof gadget,  while those who actually purchased a pair of shoes from the new Fall/Winter 2013 collection were given a free gift of a digital weather station.


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