Gorilla helps Dr Martens hit the road
Posted by
Gorilla Marketing & Events has just completed an promotional vehicle for AirWair International, owners of the iconic British brand Dr. Martens, using a refurbished and heavily customised Sherpa van and incorporating a photobooth, which will be touring the UK and Europe at events and store openings.
Dr. Martens was looking for a custom promotional vehicle that could engage consumers at events and Dr. Marten’s stores throughout Europe, allowing the consumer to interact with the brand in a creative way and be as British as the Dr. Martens brand itself. Visitors can climb aboard and enter their email address, have a photo taken and share this across social media platforms. This interaction then rewards participants with discounts at Dr. Martens’ stores.
Gorilla’s managing director Andy Gregorek explains, “AirWair International wanted the classic British look, in line with the Dr. Marten’s brand, for a vehicle that would offer customers real brand engagement. We took a 1984 LDV Sherpa van, well known for its role with the Royal Mail, and created an interactive experience that required the full refurbishment and customisation of the vehicle and the installation of a Shootcase Photo Booth.”
Gorilla sourced the vehicle and provided Dr. Martens with 3D models and CAD drawings to show exactly how the LDV would look when finished. Once agreed the company managed everything from creative design through to fabrication and installation, licensing and MOT, before the van was handed over to Dr. Martens.
The project took only 13 weeks from start to finish including planning, design, fabrication, customisation and finishing. The vehicle was fully rebuilt from the ground up, customised inside and out with photobooth setup, an exterior awning, flat screen TV, sound system, tablet computer station and Dr. Martens campaign specific branding. All of this was in keeping with the Dr. Martens brand and used touches of their product such as the boot leather chesterfield bench and front seating. The van is now attending Dr. Martens consumer events and store launches across Europe.
