HP HOLIDAY POP-UP RETAIL
THE BRIEF:
Extend the HP TouchSmart "Holiday Magic" campaign to a retail awareness activation in key markets. Consider pop-retail and consumer interception at big box retailers.
THE SOLUTION:
Concept 1: The Candy Shoppe
Pop-up store concept for a HP Holiday promotion with a Willy-Wonka inspired look. The program would extend into street-team activations, retail and an online toolkit for eCommerce retailers.
Concept 2: The Ultimate Gift
A holiday tour that targeted in-store at big box retailers, malls and out door shopping centers. Extend the "Holiday Magic" campaign through a guerrilla stunt, combined with a radio promotion.
THE RESULTS:
The clients went with "The Ultimate Gift" concept. The launch activation went to LA/Burbank, Minneapolis, Oklahoma City, Phoenix and San Antonio. Consumer interaction was through the roof. The Radio Remotes were live from the store and encouraged consumers to come down and enter to win the Holiday TouchSmart Giveaway and other station prizes. DSMs were present to award BBY Gift Cards to interested consumers and Brand Ambassador’s onsite to encourage consumers to learn more about the TouchSmart, demo the product and enter to win the Holiday TouchSmart Giveaways.
MY ROLE:
Creative Director leading ideation and visual creation to sell the concepts into the HP clients. Then lead the creative and event teams to execution of the final program.
Extend the HP TouchSmart "Holiday Magic" campaign to a retail awareness activation in key markets. Consider pop-retail and consumer interception at big box retailers.
THE SOLUTION:
Concept 1: The Candy Shoppe
Pop-up store concept for a HP Holiday promotion with a Willy-Wonka inspired look. The program would extend into street-team activations, retail and an online toolkit for eCommerce retailers.
Concept 2: The Ultimate Gift
A holiday tour that targeted in-store at big box retailers, malls and out door shopping centers. Extend the "Holiday Magic" campaign through a guerrilla stunt, combined with a radio promotion.
THE RESULTS:
The clients went with "The Ultimate Gift" concept. The launch activation went to LA/Burbank, Minneapolis, Oklahoma City, Phoenix and San Antonio. Consumer interaction was through the roof. The Radio Remotes were live from the store and encouraged consumers to come down and enter to win the Holiday TouchSmart Giveaway and other station prizes. DSMs were present to award BBY Gift Cards to interested consumers and Brand Ambassador’s onsite to encourage consumers to learn more about the TouchSmart, demo the product and enter to win the Holiday TouchSmart Giveaways.
MY ROLE:
Creative Director leading ideation and visual creation to sell the concepts into the HP clients. Then lead the creative and event teams to execution of the final program.
