Bring a media campaign to life in the streets through a relevant Street marketing operation that combines multiple experiential and visual devices, create a link between indoor and outdoor advertising in order to increase traffic to a selection of stores ... these were the challenges encountered by the Urban Act agency while imagining a Street Marketing device for the "Flirt with the line" campaign of French shoe company André.
A Street Marketing operation that allowed the brand to transform the city into its playground and capitalized on urban culture. A white line served as a common thread to illustrate the theme of this campaign. It all started with the installation of an adhesive strip linking Decaux and Métrobus advertising boards to André stores. The idea was to create continuity in this line and encourage the public to follow the lines leading to the brand’s stores.
The new campaign from the French shoe company illustrates the young model Megan Hind balancing himself on a slackline. As part of this Street Marketing and Guerilla Marketing campaign, Urban Act materialized the " Flirt with the line" slogan a fun and playful way. The white lines indeed allowed the passers-by to "flirt" with the brand.
An experiential device that extended the visuals of the Decaux poster campaign to the stores, associated the brand with the world of slackline, guided the passers-by to the nearest André shops.
This Guerilla Marketing campaign was accompanied by a more experiential Street Marketing device that took the form of a Roadshow deployed in Paris, Montpellier, Bordeaux, and Lille. An event tour that featured acrobatic performances by a team of professional, and introduced the public to the world of Slacklining!
During this Street Marketing event, passers-by were invited by a team of hosts and hostesses to participate in a slacklining contest and get the chance to win discounts coupons at the nearest André shops.
Depending on the distance traveled on the Slackline, the participants were offered from 10 to 40 % discount. The festive and playful dimension associated with this operation helped to maximize traffic to the André shops.
Internet users were also invited to participate in the event. They were to photograph themselves in balance on a white line and post the photo on the brand's Facebook page. The participants with the best photos were offered a pair of shoes. A contest that did not fail to tickle the curiosity of the online community!
A fun and participative Street Marketing and Guerilla Marketing campaign that gathered a large audience around the new advertising concept imagined by André.
And you? Will you flirt with the line?
A very specific profession, strong customer expectations and local know-how that is not always mastered
or up to the stakes, have prompted advertisers to seek Urban Act and its expertise beyond its borders.