Italian footwear brand Geox has launched a new digital marketing campaign designed to highlight its Amphibiox waterproof technology.
The interactive online campaign allows viewers to take a tour of the rainiest place on the planet, Cherrapunjee in Northern India, to highlight the breathable and waterproof technology of Geox’s footwear through four videos filmed during monsoon season.
Geox recruited four people via its Facebook page who tested the new Amphibiox shoe collection for a week with the idea that if the shoes could resist in Cherrapunjee, where the annual rainfall is of 11,000mm, they would endure anywhere.
The 30-minute film is available at amphibiox.geox.com and users can also view a close up of the shoe being tested to learn about their unique features and can purchase the shoes directly from the new Geox ecommerce site.
The dedicated site at amphibiox.geox.com will be promoted with a month long pan European online video and banner campaign on Yahoo and MSN, as well as through social media platforms.