By Steve Fontanot, CEO/Creative Director.
As the saying goes talk is cheap... however, word of mouth is priceless. The number of pop-up shops in the United States increased from 2,043 in 2009, to 2,380 in 2012 (IBIS World). So, why does ‘the pop-up’ keep popping up?
There are countless advantages of a pop-up strategy. Firstly, a pop-up has the ability to tap into new markets – it’s a great way to test the water. It also entices consumers with a memorable experience, which helps build brand awareness and educate consumers about a product or service. Meanwhile, a new pop-up initiative can also be attractive to the press, generating positive PR for a brand.
Pop-ups create the element of surprise for consumers and bring a brand to life. The limited time span generates an air of exclusivity and a sense of urgency for people to participate.
We have pulled together examples of great pop-up campaigns from every corner of the globe – they transcend the advertising clutter to achieve the positive engagement that we all desire.
If any of these ideas spark your imagination, be sure to let us know; the Chiefs are always brimming with ideas to help bring your brand to life.
1. A YARD OF CULTURE
A little part of Jamaica was transported to the London Olympics, thanks to the pop-up shop known as the Puma Yard.
The sportswear manufacturer was supporting the Caribbean island’s track and field team and decided to host a Jamaican-themed social club and outdoor space in East London’s - The Boiler House.
For the duration of the Olympics the public could visit the club by registering on Puma’s website and enjoy Jamaican cuisine served from Kingston-inspired food stalls, activities such as foosball, ping-pong and to watch the games live on giant screens. The space also hosted musicians, DJs and live performances, with artists including Groove Armada and Professor Green. Puma also offered Usain Bolt-inspired sneakers and a ready-to-wear collection for fans, designed by Bob Marley’s daughter Cedella.
Puma Yard provided a great mix of sport and lifestyle, and helped the public to connect with the brand.
2. TAKING ONLINE OFFLINE
The eBay Christmas Boutique.
In an interesting twist, online retail and auction website eBay took its concept and wares to a London High Street with a physical pop-up shop – The eBay Christmas Boutique.
The idea was to capture the buzz of the Christmas foot traffic, and entice shoppers, who may not have used eBay before, to experience and understand how the website works.
Customers could see the extensive variety of goods on offer on eBay, while the pop-up also demonstrated the fuss-free cashless purchasing system of the website. In the store, however, each item had a unique QR code which customers could scan with their smartphones to see how much the item cost and then purchase the product.
3. THINKING OUTSIDE THE... STORE
This pop-up store by UNIQLO is a great demonstration of creativity when it comes to choosing a location.
Pop-ups can pop-up anywhere and when UNIQLO chose Tokyo’s Shibuya train station they knew they would a) get the foot traffic and b) generate the wow factor. With large portions of the station decommissioned due to an upgrade project. UNIQLO decided to fit out the entire east wing with the world’s largest UT (UNIQLO T-shirt) pop-up store.
The vast space, where the train line once ran, housed more than 1,000 UNIQLO UT T-Shirt styles, with an inventory of about 12,000 pieces of clothing. UNIQLO also recognised this as an excellent opportunity to launch 100 of its new designs.
UNIQLO also took the opportunity to launch UT CAMERA, a new smartphone video app that turns video portraits into animation. Users download the UT CAMERA app to their smartphone to create a video wearing their UTs and then uploaded to the official UT website, plus Facebook and Twitter for all users to see.
4. DESIGN YOUR OWN PLEASURE
Letting the public experience the pleasure of creating their very own Magnums.
Magnum ice cream is synonymous with indulgence and in 2013 Magnum decided to let the public experience the pleasure of creating their very own Magnums. Setting up pop-up or concept stores across the world in locations including London, Istanbul, New York, Paris and Sydney to name a few. Magnum invited consumers into the branded Pleasure Stores, which were only open in each location for approximately a month. The public could design their own Magnum ice cream with a choice of toppings, while also enjoying Magnum-inspired cocktails and other desserts in the Pleasure Lounge. The brand continues to ride the please train across the world with the pop-up making its way through Asia and beyond.
Conceptualised by Magnum’s global brand team, Magnum Pleasure Stores provide novel experiences for customers and a way to connect with the product on a personal level. The pop-up also generated media hype with store ambassadors brought on board to promote the experience. The reach of the campaign was endless with an additional online version of the store for those who could not physically attend.
5. A PATCH OF HAPPINESS
Coca - Cola is happiness.
Staying true to their motto ‘Coca-Cola is Happiness’, the global drinks manufacturer recently brought a little patch of happiness to an otherwise grey office complex, setting up a real lawn, complete with trees, picnic blankets and summer activities.
This recent installment of Coca-Cola’s Happiness series, whether it’s staged or a genuine pop-up with unsuspecting office workers, entices passersby to go bare-foot in the grass to get their drinks from a Coca-Cola vending machine and enjoy the created space.
It is a simple but effective idea, which perpetuates Coca-Cola’s brand.
6. CHOCOLATE FOR GOOD DEEDS
Danish chocolatier, Anthon Berg, expanded on their “you never can be too generous” motto with this clever pop-up shop in Copenhagen.
Anthon Berg created a shop where consumers could pay for fine chocolates, not with cash or cards, but with a promise of a good deed for a loved one or friend.
This pop-up was also a great example of social media integration. Customers to the shop had to pledge and share their good deeds on Facebook, with brand ambassadors using iPads to ensure the promises were immediately posted on the wall of the giver and receiver. In turn, advertising the pop-up initiative and Anthon Berg.
The life and reach of the pop-up was extended through social media even after the event finished as consumers shared pictures of their good deeds – all in the name of chocolate.
7. THE JUMP STORE
Adidas is known for their creative campaigns and their pop-up shop in Hackney, East London, was no exception.
For the launch of their new Adidas Rose 3.5 shoe Adidas brought on board NBA Basketball star Derrick Rose to host a unique opportunity to win a new pair of shoes with one catch, or should I say jump. Adidas challenged the public to show off their best jumps in order to take home their new kicks.
With pre-promotion and press on the day, the event was a huge success. The slick video Adidas produced of the pop-up shop lives on forever with more than half a million views already.
8. WINDOW SHOPPING... LITERALLY
UK online dedicated supermarket, Ocado, also took to the real world with their window-shopping display.
This pop-up is an excellent example, which shows the pop-up concept does not have to be an expensive exercise.
With a poster showing grocery products plastered across a shop front, consumers had the opportunity to try out the Ocado online system – but this time with their smartphones.
Consumers could simply scan the code of the product they wished to purchase through an app, add it to their shopping list and pay – and all delivered to their home before they even got there.
9. FESTIVE CLOTHING
H&M opened a pop-up store at Belgium’s dance festival Tomorrowland.
Fashion label H&M have always supported the music industry by working with famous artists such as Beyonce and Lana Del Rey. They also cleverly collaborate with large music festivals – the perfect combination of their target audience and massive foot traffic.
H&M this year opened a pop-up store at Belgium’s dance festival Tomorrowland. The pop-up store offered two storeys of festival fashion, where revelers could recycle their old t-shirts and receive a personally customised one.
H&M created pre-hype for the pop-up through a competition to win tickets to the festival. They also teamed up with a local fashion blogger to promote the concept and scout for the people with the best outfits who could also win further prizes from H&M.
10. THE INVISIBLE POP-UP
For Airwalk’s 25th birthday, the sneaker maker wanted to do something really special.
Airwalk was re-launching their JIM shoe, which was originally released in 1993 in a range of unusual materials. However, the budget was tight, which was a blessing in disguise. It forced a more creative approach, so the world’s first invisible pop-up store was developed.
Combining smartphones, GPS technology, and augmented reality (AR), customers could only buy the JIM shoe if they downloaded the app, went to a pre-determined location in New York City and Los Angeles on a certain day, held up their phones, and took a photo of the AR JIM shoe floating there. The App also allowed them to purchase the sneaker there and then.
The word was spread about the invisible store initially by a simple press release to the media, especially sneaker blogs, which die-hard shoe fans would most certainly read. Then the event itself got airplay with New York’s Today show featuring the “store” in the latest trends for that year. This then spiraled into $5 million worth of media coverage overall. Now both businesses and consumers were talking about AR retail because Airwalk had done it first. So, it definitely pays to be creative.
Chieftain Communications is an experiential marketing & events agency, wrapped in digital + branded content. Chieftain creates memorable brand experiences that focus on increasing sales and market share.
Chieftain became a member of the global Creata network in August 2014.
For more information, please contact:
Steve Fontanot - CEO / Creative Director
e: firstname.lastname@example.org t: +61 (0) 2 9847 4418 w: chieftaincomms.com.au