GUANGZHOU RESTAURANT
GUANGZHOU RESTAURANT
MOONCAKE BOX EXPERIENTIAL BILLBOARD
Objective
BRING GUANGZHOU RESTAURANT’S MID-AUTUMN TRADITIONS TO LIFE AND CONNECT WITH NEW YORKERS THROUGH AN INTERACTIVE BILLBOARD.
Campaign
IN THE HEART OF MANHATTAN’S CHINATOWN, APPROXIMATELY 50 BRANDED MOONCAKE BOXES WERE MOUNTED DIRECTLY ONTO THE BILLBOARD IN STACKED ROWS, TRANSFORMING THE CREATIVE INTO A DIMENSIONAL, INTERACTIVE DISPLAY.
PASSERSBY COULD APPROACH THE BILLBOARD, SELECT A BOX, OPEN IT, AND DISCOVER A MID-AUTUMN BLESSING INSIDE. THEY WERE THEN INVITED TO WRITE AND SHARE A BLESSING OF THEIR OWN BEFORE RETURNING THE BOX. EACH BOX WAS RESET WITH A NEW MESSAGE AND PLACED BACK ONTO THE DISPLAY, ALLOWING THE EXPERIENCE TO CONTINUE THROUGHOUT THE DAY.
WITH APPROXIMATELY 50 BOXES DISPLAYED AT A TIME AND ADDITIONAL BOXES AVAILABLE FOR REPLENISHMENT, THE INSTALLATION REMAINED FULL, POLISHED, AND READY FOR EACH NEW PARTICIPANT. THE BILLBOARD WASN’T JUST WHERE THE ACTIVATION WAS PROMOTED—IT WAS THE ACTIVATION.
Results
THE BILLBOARD STOPPED PEOPLE IN THEIR TRACKS. CROWDS GATHERED THROUGHOUT THE DAY TO TAKE PHOTOS, WATCH OTHERS INTERACT, AND OPEN A BOX FOR THEMSELVES.
WHAT BEGAN AS A SINGLE STREET-LEVEL PLACEMENT BECAME A CROWD-DRAWING, CONTENT-GENERATING BRAND EXPERIENCE—GIVING GUANGZHOU RESTAURANT AN UNFORGETTABLE INTRODUCTION TO NEW YORK.
Key Facts
Formats
INTERACTIVE BILLBOARD, EXPERIENTIAL ACTIVATION
Markets
NEW YORK
VIEW MORE CASE STUDIES
