Outdoor apparel brand Gore-Tex staged a 5D experience at The Atrium in Westfield London. The multi-dimensional brand experience, created and produced by MKTG, allowed visitors to test the range of resistances and efficiencies of the revolutionary Gore-Tex fabric in some incredible environments.
The Gore-Tex Brand 5D Experience fully kit out visitors with Gore-Tex footwear and then exposed them to the elements, including wind and rain, as they experienced 5D simulations of some of the UK’s natural beauty spots.
The first location was Henrhyd Falls, the tallest waterfall in southern Wales. It boasts a 90-foot drop over the edge of a rugged rock formation. Visitors could also experience the historic beauty spot Malham Cove in North Yorkshire, with a chance to see the panoramic views from the clifftop, standing at around 260-feet high.
Gore-Tex also ran a competition throughout the activation, giving away a pair of men’s, women’s and children shoes every day. An online hub delivered content for outdoor enthusiasts, with a dedicated area for the experiential activation, while a paid social and earned media campaign took the experience into the digital world.
The Gore-Tex 5D Experience was activated through a collaboration between MKTG, Carat Edinburgh & iProspect Edinburgh.
Luke Wretham, senior client executive at MKTG, said: “The Gore-Tex 5D Experience is a perfect example of an integrated campaign where all digital communications are built around the activation, which sits at the heart of the media. This is Gore-Tex first foray into experiential and is testament to the efforts of all partners involved to execute such an original and exciting media campaign.”