Project Description

schuh x crocs

Mega Crush AR experience

The challenge

After great success in attracting the attention of the Gen Z consumer, crocs wanted to build on the momentum by creating a dynamic and engaging retail campaign to promote the Mega Crush silhouette. In partnership with high-street retailer schuh, the two brands approached IPOS to create a memorable in-store experience that was fun, exciting and portrayed the narrative of the Mega Crush shoe.

In addition to this, there was a need to incorporate a digital element into the executions to help push the crocs  forward as a tech-savvy brand.

What we did

Design Direction

A.R Experience Design

Artwork

Project Management

Where we did it

London

Liverpool

IPOS schuh crocs megacrush campaign image 2 - Creative Agency for Retail Brands - IPOS Creative Agency
IPOS schuh crocs megacrush campaign image 3 - Creative Agency for Retail Brands - IPOS Creative Agency
IPOS schuh crocs megacrush campaign image 1 - Creative Agency for Retail Brands - IPOS Creative Agency

The process

Once our creatives understood the ask, the direction of an augmented reality experience was a strong solution for the brand. The mixed reality experience would allow shoppers to gain additional interactive elements that would come to life when scanned through a smart phone camera. The fact that most of the target market  have access to a smart device seemed the stronger options versus a VR experience, where participants would need to queue in order to wear a headset containing the experience.

The idea utilised the campaign photography and the illustrations within them to create 3D animations that would activate at different points throughout the store. This activation would then transport the viewer to the crocs Mega Crush City and immerse them in a hybrid world, in turn giving the user an opportunity to place themselves with the campaign and share on their social feeds.

IPOS schuh crocs megacrush campaign before - Creative Agency for Retail Brands - IPOS Creative AgencyIPOS schuh crocs megacrush campaign after - Creative Agency for Retail Brands - IPOS Creative Agency

The development

Although A.R is starting to become more mainstream, there are very few examples of this technology lending itself to retail environments. For this reason IPOS in-trusted the help of the 8th wall A.R platform and our digital development partners to prototyping and user-test the experience, ensuring optimal functionality and user engagement. As the A.R feature captivated customers in-store, the analytics tracking also provided invaluable insights into participants behaviours.

IPOS crocs tenticle animation 3 - Creative Agency for Retail Brands - IPOS Creative Agency
IPOS crocs butterfly animation - Creative Agency for Retail Brands - IPOS Creative Agency
IPOS crocs stalegmite animation - Creative Agency for Retail Brands - IPOS Creative Agency
IPOS schuh crocs AR activation - Creative Agency for Retail Brands - IPOS Creative Agency

The activation

Alongside the digital execution, IPOS designed, produced and installed the physical builds of this project. This included the in-store activation at Oxford Circus and the mixed reality window in Liverpool.

IPOS schuh crocs halo cube entrance - Creative Agency for Retail Brands - IPOS Creative Agency
IPOS schuh crocs halo cube showcard - Creative Agency for Retail Brands - IPOS Creative Agency
IPOS schuh crocs halo cube selfies - Creative Agency for Retail Brands - IPOS Creative Agency
IPOS schuh crocs megacrush 360 booth - Creative Agency for Retail Brands - IPOS Creative Agency

During the weekend activation of the campaign, shoppers were also encouraged to interact with the physical world by jumping into the 360 selfie booth that was placed in the heart of the store. This booth captured 360 degree video of customers against a crocs Mega Crush City backdrop. This content was then readily available for the participants to download or share.

The Outcome
65%

Sales uplift London

122%

Sales uplift Liverpool

2,850

A.R Activations

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