APR launched a fully integrated PR and social media campaign to support in-store retail activation for global shoe and apparel brand GEOX, with one of their leading retailers, John Lewis on Oxford Street to drive product sales.
As one of the official partners of the Infiniti Red Bull F1 Racing Team, an in-store pop-up event in John Lewis was curated, co-hosted by GEOX and Infiniti Red Bull Racing driver Mark Webber. To animate the experience, consumers raced against one another to achieve the fastest lap on the driving simulators over a two-day period, to win the opportunity to race against Mark Webber. In addition a VIP invitation only event was held after in the GEOX flagship store on Oxford Street to secure one-on-one interviews.
The campaign achieved extensive editorial coverage, social media buzz and word of mouth comment, delivering an increase in GEOX sales by +780%, totaling £11,600 in revenue.