Category: Retail & E-Commerce, including Restaurants
Advertiser: LUDWIG GÖRTZ
Product/Service: GÖRTZ
Agency: KEMPERTRAUTMANN
Executive Creative Director: Martin Drust (Kempertrautmann Change)
Creative Director: Sebastian Burghardt (Kempertrautmann Change)
Creative Director: Gordian Frank (Kempertrautmann Change)
Art Director: Sebastian Burghardt (Kempertrautmann Change)
Copywriter: Gordian Frank (Kempertrautmann Change)
Account Manager: Alexandra Schlegel (Kempertrautmann)
Account Manager: Claudia Dührkop (Kempertrautmann Change)
Online Concept: Samir Behlsen (Kempertrautmann Change)
Interactive Designer: Jonas Eriksson
Design Assistant: Julian Knappe (Kempertrautmann Change)
Technical Director: Nestor Gómez (Artefacto Estudio)
Out Of Home Media: (Ströer Out-Of-Home Media)
Film Production: (The Shack / Liga_01 Computerfilm)
Photographer: Frederic Streicher
Media placement: Ambient Media - Hamburg Central Station (Wandelhalle) - 12 April 2012
Describe the brief/objective of the direct campaign.
Görtz is one of the largest shoe retailers in Germany. But how can they increase their sales without increasing the number of stores? They we're asking for a way to sell shoes in the digital age.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Since the invention of shoes, you have tried them on where they are sold. And in the digital age, it stays the same. We call it Virtual Shoe Fitting.
For the first time, we synchronised 3 Microsoft Kinect devices to scan your foot. We then used this data to render 3D shoes on top of it. You start by selecting any model and size. To see the shoe like you are actually wearing it.
Also, we made shoe fitting social: if you’re not sure whether a shoe looks good on you, you can share a snapshot with your friends via Facebook.
Explain why the creative execution was relevant to the product or service.
Trying and buying shoes is a visual thing: Just by looking at how a shoe looks on you, you quickly know whether you like it or not. If it looks good on you, it turns into a sale. And our technology goes even further than trying on shoes: once you’ve made a decision, QR Codes with your model and size info lead you to the mobile checkout, to get it delivered the next day.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
People had fun trying, discovering and buying new sneakers, exotic shoes and shoes in funky colors. The Görtz mobile online store saw their busiest time during the course of our campaign and Görtz plans to expand their virtual stores to other countries and possibly continents. It allows them to set up a fully-featured shoe store with minimal space.