The Adventure with Timberland

Campaign Strategy | Interactive Game Design | Retail Activation

As part of Timberland’s “Nature Needs Heroes” campaign, I worked on a short-term in-store activation rolled out across three Singapore outlets. The objective: attract more foot traffic, spark engagement, and build excitement around the brand in a fresh and interactive way.

Strategy & Concept:

I was involved from the brainstorming phase, developing ideas to boost customer engagement in-store. After identifying an opportunity to merge gamification with retail, I proposed a spin-the-wheel interactive experience, designed to:

• Increase dwell time in-store

• Encourage product exploration

• Reward customer participation through instant giveaways

My Role:

• Led the visual and UX design for the spin-the-wheel game interface

• Aligned creative direction with Timberland’s existing global brand identity

• Collaborated with internal developers and retail teams to ensure seamless execution across all outlets

• Adapted the interface to suit varying physical spaces while maintaining user-friendly flow

Impact:

The campaign achieved strong customer turnout across all three stores, with significant participation in the interactive element. The spin-the-wheel experience not only drew attention but also sparked word-of-mouth and organic social sharing, helping amplify the campaign’s overall impact within a limited activation period.

This project combined strategy, storytelling, and design, and demonstrated the value of translating a brand’s message into an experience that’s both memorable and measurable.