Roots needed to renew focus on their popular leather products; LCI recognized this and proposed The Roots School of Leather. This dynamic interactive entertainment property was combined with many off-line promotions to drive thousands of shoppers weekly. The idea was to use the Internet to connect direct to the demographic through video and voice, instead of text and clicks.
The School of Leather was created by LCI. It is a combination of high definition video production, graphic design, animation, and advanced Flash Actionscript.
The School was supported by online banner advertising and in-store promotions. Roots sold out of many Leather products during the Christmas season. The School was seen as a significant innovation for Roots and has helped revitalize the Leather line and opened Roots to many future online endeavors.
