2 month ago, Eram, owner of the brand BuggyShoes, launched a campaign to recast the brand. Campaigns, signed the new grip “Declaration of Independence,” are clearly addressed to teens and young adults. And best of all, a participatory operation completes.

Eram count on independence
After 40 years of existence, the brand BuggyShoes had fallen into disuse. To change this, Eram rest on independence, which among teens rhymes easily with impertinence. The concept, TheTable feeting. The campaigns put forward the principle, in any situation, declare your independence and challenge authority.

Participatory Device
Runing its idea to the end, a site has been created,  on the homepage of which you can let off steam, whatever your age and your degree of independence.
But the most interesting operation remains the contest of Table Feeting. Via a Myspace, the brand offers users to post photos of their feet, with shoes put on, on a table. No age limits or constraints, the brand suggests, however, do so in an situation inspiring order and authority, or “in front of any person trapped (boss, grandparents, dentist, legionnaire …) .
The brief:
• Put on your shoes
• Find a table
• Take a picture of your feets
• Send us your photo
• Come back daily to vote for your favorite photos.

The approach
The idea is good and very simple. The ease of realisation ensures  a relatively high participation rate. Nowadays, with mobile phones, it is more than easy to take a photo and circulate it on the Internet.
The trouble is when we observe the participations is the lack of connection with the campaign itself. There are many photos, but almost none in a situation of mistrust of authority. In addition there is a good proportion of photos showing bare feet or shoes from the competitors.
It is difficult to make an opinion on an outcome without knowing the objectives. If the goal was maximum participation, it’s an achievement, given to the ease of implementation, which calls for the contribution.
If the goal was to talk about the brand in itself, a good way would have been to ask users to add a logo BuggyShoes on their creation, and even provide them with shoes to become ambassadors for the brand.