Brand Experience Case Studies
MotivAction brings a bit of summer to London for Gore-Tex
London City Airport wanted to launch their brand new ski microsite and create awareness.
MotivAction was tasked with creating a PR launch to introduce GORE-TEX® Footwear’s SURROUND™ Product Technology.
This new technology is an ingredient product which shoe manufacturers incorporate into the sole of the shoe creating the perfect microclimate for feet.
MotivAction needed to generate a buzz for the brand and showcase the product in a memorable way to ensure that word would spread though the media.
Planning and Preparation
On a freezing day, MotivAction transformed The Deck at the National Theatre into a warm garden scene complete with lawn, flowering trees, garden furniture, picnic blankets, creepers and even butterflies. As part of the experience, The MotivAction Group displayed over 45 pairs of shoes which use the SURROUND™ Product Technology, pairing them up with a range of props that helped describe the types of situation you may use them in – such as city breaks, walking the dog and playing with the kids.
Given the rather complex and scientific nature of the product, MotivAction used popular science TV presenter Johnny Ball to deliver the information in a fun, yet informative manner so journalists could write about the technology in an informed way.
Results and Outcomes
The event was a great success. Around 30 journalists and brand representatives attended the launch, with many commenting on an entertaining and informative experience.
“I speak on behalf of everyone in the Gore team when I say that thanks to The MotivAction Group’s attention to detail, commitment, understanding and team work, the event went absolutely perfectly.” Angela Robb, Footwear Associate