We wanted to re-launch the roller shoes ‘Heelys’ and bring a new meaning to the brand. Initially, we wanted to take the child like aura away from them and reposition them as a method of transport for tourists in cities like London.
The big idea is to rent the shoes out to sightseers so they can have control over where and how they travel. As an added extra, the brand will create an app showing easy and quick routes around the city to popular attractions.
The main form of advertising will be large print advertisments and guerilla advertising situated within the heart of cities highlighting local rental stations, as well as how subtle and easy they can be to use. The tag line ‘Go your own way’ is a way of portraying the Heelys experience – a sense of freedom, exploration and excitement.
We then created an app which would allow the user to select where they would like to travel. When held horizontal, the app displays the directions to your chosen destination. When held vertically, the user can select a range of different topics to gain information, for example, where the nearest rental is, or the cities most popular destinations.
