CHALLENGE
Power wanted to reach the electronics-savvy and affluent audience: Gen Z, and needed something that would really capture their attention. With the target audience having 9 hours of screen time a day, a shorter attention span than ever before, and high sensitivity to advertising, the challenge was to find a creative approach that could actually capture the audience's attention.
SOLUTION
We created a loafer in orange fur – with a built-in power bank. Because is there anything that captures Gen Z's interest more than eye-catching fashion? Maybe not, but we knew that an electric chain launching a rechargeable shoe wouldn't be enough, since Gen Z scrolls past advertisements in less than a second.
So we changed the rules of the game. Instead of erevealing where the shoes were from, we left it for Gen Z to solve the mystery themselves. We got several Swedish profiles to wear the shoes in public places around Stockholm and once they got caught on video, the mysterious shoe spread like a wildfire on TikTok. Hundreds of comments poured in: Where did the shoes come from? Who was behind them?
When curiosity peaked, our influencers revealed that it was Power who was behind the viral success, and when the shoes would be released for sale.
The result? The shoes went viral, sold out the same day – and most importantly, the orange electric chain were now on Gen Z:s radar.
Creative team:
Copywriter: Linda Johannesson Pasquini
Art director: Frida Eriksson
Social Media Strategist: Clara Cervin
PR Specialist: Hanna Sandström
Production Lead: Ylva Källstedt
Copywriter Intern: Matilda Persson
Art director Intern: Isa Landström