TOWER 28

AllExperiential

Jun 13

TOWER 28

SOS Daily Rescue Spray Experiential Billboard

Objective

SHOWCASE TOWER 28'S SOS DAILY RESCUE SPRAY THROUGH AN INTERACTIVE BILLBOARD THAT TURNED AWARENESS INTO PRODUCT EXPERIENCE.

Campaign

LOCATED IN THE HEART OF NEW YORK CITY, WE TRANSFORMED A STANDARD BILLBOARD INTO A FUNCTIONAL PRODUCT EXPERIENCE. THE CREATIVE FEATURED THE BRAND'S SOS DAILY RESCUE SPRAY ALONGSIDE A BUILT-IN MISTER THAT DISPENSED A FINE MIST OF THE PRODUCT AT THE PUSH OF A BUTTON, ALLOWING PEDESTRIANS TO INTERACT WITH THE BILLBOARD AND SAMPLE THE PRODUCT IN REAL TIME.

STRATEGICALLY PLACED NEAR SEPHORA STORES, THE CREATIVE ALSO INCLUDED THE MESSAGE "AVAILABLE AT SEPHORA," CONNECTING THE PRODUCT EXPERIENCE TO AN IMMEDIATE RETAIL PURCHASE OPPORTUNITY.

Results

THE ACTIVATION TURNED A STATIC BILLBOARD INTO A DESTINATION, ATTRACTING PEDESTRIANS WHO STOPPED TO INTERACT WITH THE INSTALLATION, FILM THEIR EXPERIENCE, AND SHARE IT ACROSS SOCIAL MEDIA.

BY GIVING CONSUMERS THE OPPORTUNITY TO EXPERIENCE THE PRODUCT BEFORE PURCHASING, THE CAMPAIGN DEMONSTRATED HOW OOH CAN EVOLVE FROM AWARENESS INTO PRODUCT TRIAL, CREATING A MORE MEMORABLE AND ENGAGING BRAND EXPERIENCE.