Dr Martens approached Octane with a specific challenge – launch a series of new stores for the shoe label and get fashion-forward adults talking about the brand… all in just 21 days! Reflecting the spirit of subculture long associated with the label, Octane’s solution was to host a series of ‘secret in-store gigs’ with the hook of ‘Boots, Bands and Beer’.
Targeting emerging bloggers in the music, fashion and lifestyle sectors, our strategy captured interest in regional cities and crucially provided repeat commentary opportunities to maximise budget. With graffiti installations from the feted artist Inkie, regionalised open-mike nights and unique sponsorship packages, our work picked up two PR awards en route to embedding Dr Martens stores in to the local communities.
Events | PR | Social Activation | Design & Illustration | Media Buying | Film