A real problem with an invisible solution. The problem? Millions of runners across the country, consistently cast indoors due to cold, wet and windy conditions — transforming their favorite pursuit into a miserable tale of numb toes and soggy socks. The solution? A GORE-TEX® liner in shoes like Asics, Brooks and Saucony that protects runners' feet in an environment that is windproof, waterproof and breathable.
Enter Shine United, tasked by W.L. Gore & Associates, Inc. with building awareness and consideration for their legacy GORE-TEX® technology in yet another product category.
A truly “do-everything” integrated campaign targeting runners in inclement environments, including print advertising, digital advertising, weather-triggered local advertising, pre-roll advertising, social media, a new website, retailer materials and messaging at the GORE-TEX® Philadelphia Marathon, for which the brand is the signature sponsor.
In sum, a breakthrough campaign for a breakthrough technology — leading to an 11% increase in consumer perceptions on key attributes and an 8% increase in consideration by non-owners. In addition, the campaign was heralded by licensee partners and retailers — meaning affinity throughout the channel and the funnel alike.