The GORE-TEX® "Know What's Inside" Experience
The Situation: GORE-TEX® needed to educate consumers on how GORE-TEX® and WINDSTOPPER® products work. And make them believe it's critical to demand it in their apparel.
The Solution: We designed a tour that showcased the science behind each product and proved the difference, and took it to key retailers and outdoor lifestyle events. A custom-made vehicle housed interactive elements including a unique "Rain Room" experience. The Rain Room proved a powerful media magnet, with local meteorologists jumping at the chance to be right for once.
The Results:
- Overall attendance of more than 750,000.
- Event and retail impressions were nearly 300,000.
- Over 35,000 personal interactions.
What we learned from this experience: Once you've experienced a cold rain, you know there's no price tag on comfort.