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Outdoor apparel brand GORE-TEX® staged a 5D experience at The Atrium in Westfield London. The multi-dimensional brand experience, created and produced by MKTG, allowed visitors to test the range of resistances and efficiencies of the revolutionary GORE-TEX® fabric in some incredible environments.

The GORE-TEX® Brand 5D Experience fully kitted out visitors with GORE-TEX® footwear and then exposed them to the elements, including wind & rain, as they experienced 5D simulations of some of the UK’s most stunning natural beauty spots.

The first location was Henrhyd Falls, the tallest waterfall in southern Wales. It boasts a spectacular 90-foot drop over the edge of a rugged rock formation. Visitors also experienced the historic beauty spot Malham Cove in North Yorkshire, with a chance to see the amazing panoramic views from the clifftop, standing at around 260-feet high.
GORE-TEX® also ran a competition throughout the activation, giving away a pair of men’s, women’s & children shoes every day.

An online hub delivered rich content for outdoor enthusiasts, with a dedicated area for the experiential activation, while a paid social and earned media campaign is taking the experience into the digital world.

The GORE-TEX® 5D Experience has been activated through a collaboration between MKTG, Carat Edinburgh & iProspect Edinburgh.

Murray Macadam, Marketing Associate at GORE-TEX®, said: “We want consumers to interact with our brand in a meaningful way, and make it their brand. Adding the experiential element into a predominantly digital campaign makes that more likely and provides a hub around which all the channels, with their respective roles, can orbit.”

Luke Wretham, Senior Client Executive at MKTG, added: “The GORE-TEX® 5D Experience is a perfect example of an integrated campaign where all digital communications are built around the activation, which sits at the heart of the media. This is GORE-TEX® first foray into experiential and is testament to the efforts of all partners involved to execute such an original and exciting media campaign.”