Revolutionary technology from Hi-Tec is given Live & Breath treatment

06 April 2009

Creative retail marketing agency Live & Breathe is behind the "Wet is Dry" concept that will launch Hi-Tec's pioneering sports shoe technology. Live & Breathe's compelling creative communicates the amazing benefits of the ion-mask TM waterproofing system, originally developed for the MOD to protect soldiers against chemical attacks. The technology, developed by Oxfordshire-based firm P2i, marks the latest Hi-Tec innovation starting with the global trade launch of the V-Lite Altitude Ultra sports shoe to one hundred markets in late January, and its retail launch in June 2008.

Live & Breathe has developed a completely integrated on and off line campaign. Deliverables include a product microsite and a range of trade and in-store promotional materials, including shelf wobblers and strips, show cards, swing tags, CDs, leaflets and brochures, which will educate consumers and retailers on how the ground-breaking nano-technology works to create a light, durable and 'hydrophobic' barrier that water is simply unable to penetrate.

All campaign materials carry a range of symbols designed by Live & Breathe to clearly communicate the many benefits of the technology including wipe-clean, breathable and environmentally-friendly characteristics.

The brief was to create a high-impact campaign aimed at a mass audience, aged between 20-50, male and female who participate in outdoor activities. It needed to be flexible enough to be carried across all categories and into viral and banner advertising treatments if required.

Nick Gray, Live & Breathe MD, says: "This has been such an exciting project to work on considering the cutting edge nature of the technology and the fact it's a world first. There was a lot of information to get across to consumer and trade audiences in a short space of time, particularly in the retail environment.

"We needed to instantly engage our audience and communicate that 'wow factor'. With eye-grabbing visuals, graphic symbols and the short, sharp and simple 'Wet is Dry' strapline, we feel we have communicated the direct benefits of this new, wonder technology in a way that will stop retailers and consumers in their tracks."

Tony Linford of Hi-Tec says: "The Hi-Tec Ion Mask technology will revolutionise the footwear industry. The ground-breaking nano-technology will create new standards of expectation among consumers from their footwear, covering waterproofing, hydrophobic, easy care and environmental attributes among others."

"Hi-Tec has pioneered the application of the technology with detailed research and testing for the past 15 months and will launch the first range for the AW08 season."

www.liveandbreathe.co.uk