Scholl Foot Mechanics

Bringing light to a brand that has been so black and white 

The Brief:

“Scholl wants to shift their positioning from just ‘foot care' to the bigger opportunity of ‘wellness’. I did some initial research that showed I cannot stretch into getting people to be more active. However, I was able to shift the brand from ‘looking after your feet to ‘keeping you on your feet’. Encompassing;

• People who are living a chaotic lifestyle.

• People who think they’ll never slow down.

• People who don’t want to slow down.

• People who are increasingly conscious they will start slowing down if they don’t care.

Therefore; "Scholl’s job is to support people’s existing lifestyles, not to tell people what to do or encourage them to change their lifestyles”. Scholl are experts at keeping you on your feet.

Truth: People do not know what they have until they do not have it.

Problem: People turn to Scholl once something has gone wrong, rather than preventing the issue from happening in the first place.

Solution: Effective eye-catching advertising, with an additional application available on smartphones called “Scholl Foot Mechanics”, acting as the hub. The idea behind the app is it tracks your footsteps and movement throughout the day, you can enter your key health information as well as link it with Apple Health Kit, or Common Health on Android devices. These health apps are already linked with systems doctors already use. Therefore at your discretion healthcare providers as well as yourself have a more holistic view of your health.

The visuals:

After presenting this idea to Iris, who was the client in question. They were extremely impressed with the work created as well as the presentation video. I was impressed to hear that the quality of work here is what they would have expected from their marketing professionals in-house.

Watch The Video: