Kangaroo's Growing Pains

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A Commodified Product

Kangaroo Shoes had been hugely successful as online retailer of shoes for children, but when they approached Abacus they were having trouble growing their marketshare. Children’s shoes had become commodified and it was hard to stand out among the competition.

A New Technology

The Kangaroo Research & Development unit had been experimenting adding with Internet-Of-Things capabilities to their shoes but were unsure how to market the new technology. Kangaroo tasked Abacus with creating a campaign to launch these new shoes, generate awareness and raise Kangaroo's marketshare. We were thrilled and set our team of expert strategists, designers and technologists to work.

AR Gaming + Fit

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Our Strategy & Discovery sessions unearthed a big theme around kids and footwear: the relationship between technology and physical exercise. There is a common notion that they are mutually exclusive. But after working on this concept we had a breakthrough. We realised with the right mix of technology, footwear, strategy and design they could actually enhance one another. Paired with Kangaroo Shoes new Smart Shoe, gaming could actually help kids stay active. 

We built an augmented reality game called Arena in which kids earned “power points" by staying active and fit.

PRINT CAMPAIGN FOR ARENA'S LAUNCH.

THE IOS & ANDROID "ARENA" GAME APP.

BRANDING FOR ARENA GAME.

The augmented reality game Arena we created with Kangaroo turns the dynamics of digital games and exercise upside down. The more time children want to spend gaming, the more active they are.