DEFINING AND LAUNCHING ‘THE WORLD’S MOST SOCIABLE SHOE’ BRAND
Following a rigorous research, brand architecture and design journey we set an ambitious, purpose-driven mission for ANATOMIC & CO ‘to make the world a more sociable place to live’ championing togetherness, discovery and the freedom gained from comfortable shoes.
To celebrate this and hero the new strapline we launched the IN GOOD COMPANY shoe – the ‘world’s most sociable shoe’ that doesn’t just connect you to the Internet – it disconnects you. Coined as the first “Well-being Wearable”, the concept was inspired by emerging social, wearable tech and cognitive neuroscience trends. Led by a team of computer scientists at UCL, the IoT connected footwear allows people to digitally detox and be ‘in good company’ with friends and family without distractions by blocking interfering mobile notifications using built-in technology and an app-based system connected via bluetooth.
To date the relaunch campaign has not only reached over 90 million people through PR, influencer, trade and social outreach, but it’s also resulted in the highest shift in brand awareness, education, perception and purchase consideration ever recorded in the brand’s 12-year history.
Phase two’s Kickstarter campaign is due to launch soon.