IKEA | Embrace Change
Riding the pop culture phenomenon of President Obama's inauguration, TH partnered with IKEA to produce a 2-part promotional campaign: a replica Oval Office and a mock Presidential motorcade. The 20' x 25' Oval Office was completely outfitted in IKEA furniture and staffed with stand-in Secret Service men, giving the installation true authenticity. Complimenting the faux Oval Office was a stunt Presidential motorcade featuring IKEA boxes strapped to the top of the limousine and waving American flags affixed to the hood. The campaign garnered over 550 million impressions across 400 media outlets and more than 60 minutes of broadcast coverage, including a mention during Late Night with Conan O'Brien - the biggest PR success in IKEA's history to-date.
IKEA | Pop-Up Studio Apartment
For the grand opening of the Brooklyn IKEA store, TH produced and installed a 20' x 20' studio apartment, fully furnished in IKEA décor, inside an oversized cardboard box. TH's production team worked closely with IKEA's designers to ensure all program elements met the required details of the display. 250,000 individuals interacted with the installation and the store opening saw over $1 million in sales with attendance exceeding 30,000. The results were 300% higher than the client's expectations, and as a result the experience was carried to Charlotte, NC for the grand opening in that key market as well.
Miami Tourism | It's So Miami
To celebrate the launch of its new brand, It’s So Miami, the Greater Miami Convention & Visitors Bureau approached TH to bring the spirit of Miami to Manhattan. TH designed and built a 25' x 50' pop-up pool, with a full 4.5' deep swimming pool where models dove and back-flipped all day. It included a full-sized cabana for journalists to sit, and had a consumer photo area. 17’ palm trees were brought in from Florida. Twelve bikini-clad models gave out hourly prizes, trips to Greater Miami and the Beaches, branded giveaways, coco frios and Cuban coffee. Some people in the crowd brought their bathing suits and danced to the DJs. Others lounged by the palms for hours to watch the various programs that included everything from a swimwear fashion show by Jantzen and salsa dancers, to a cooking demo by chef Alfred Portale of Gotham Steak at the Fontainebleau Miami Beach.
To showcase Old Navy’s fall denim line, TH produced a full-on takeover of Boston’s Harvard Square and Faneuil Hall with a customized, interactive mobile pop up store. Over three days, TH’s experience engaged 10,000 attendees to personalize looks with Old Navy sales teams, receive bold lip touch-ups from expert make-up artists, tag photos of their style, and use onsite iPads for online purchases, resulting in 500 unique try-ons and over 8 million social media impressions. Specially chosen women received head-to-toe stylings with fashionista blogger Kendi and celebrity stylist Sasha, and with thousands of giveaways, TH and Old Navy helped Boston look good, always.
Cole Haan | Don't Go Home
TH partnered with BBH for the promotion of Cole Haan’s new ‘Chelsea Pump’, a stylish heel that can hold its own in the city that never sleeps. With a food truck serving 1,000 grilled-cheese sandwiches led by famous New York Drag Queens – Manila! Chandelier! Blackie O’Nasty! - the Chelsea Pump kept the party going all night long. Located outside popular late-night Manhattan venues, hopping neighborhoods from the LES to Meatpacking, encouraging New Yorkers to refuel and keep going. Consumers tweeted to #dontgohome for bacon – do you really need more than that?
HBO | Big Love Audio Wall
To generate excitement for the season premiere of the HBO series Big Love, TH was tasked with the challenge of creating an audio wall in Los Angeles playing off of the show's theme, "Everybody Has a Secret". The audio wall itself was a 20' x 10' mural of everyday pedestrians linked to 30 audio jacks. In order to encourage interaction with the wall, TH staffed a street team that distributed branded headphones, allowing pedestrians to plug-in and listen to each person's deepest, darkest secret. The Big Love Audio Wall was on display at Hollywood and Highland in Los Angeles for 10 consecutive days and Venice Beach for 11 days.
Polaroid | Fotobar
The Polaroid Fotobar store brings retro polaroid print back with flair. Taking digital photo life to the physical world, Fotobar allows consumers to unlock their favorite photos from their phones or memory cards and turn them into artwork, ranging from posters to prints on cavas, metal, acrylic, wood and bamboo. TH merchandised and staffed the 2,000 sq ft pop up store in Washington DC, providing educated ‘Phototenders’ to help consumers edit and print photos..
Subaru | 'Feel the Love' Campaign
Playing off the brand's print and online creative, TH conceptualized and fabricated a live version of the Subaru Feel the Love campaign by way of an experiential installation. In execution, the on-the-ground program invited guests to interact with a custom-designed 'Love Meter' through touch sensors affixed to a Subaru Legacy. When the sensors were activated, information and safety features about the vehicle appeared on the large branded LCD screen. Along with the prop design and fabrication, TH secured premium placements and coordinated all permitting for 40 days in all three markets simultaneously. Overall, the campaign saw 1,680,000 impressions and 63,925 direct interactions.
Quirky | Santa's Quirkshop
TH produced a pop-up shop for the invention website Quirky.com. Decked out with Quirky’s product inventions, Santa’s QuirkShop featured all of the products from Quirky arranged in creative and inventive displays. The multiplicity wall featured an intricate lit up symmetrical display of such products as Verseur and Sliders, while the Thor chandelier hung from the ceiling by the spin wheel. Clusters of Crates also hung from the ceiling of the shop in a decorative way to show the versatility of all things Quirky! A team of six brand ambassadors was onsite at all times, constantly ‘quirkin’ it’ and getting consumers psyched about the ‘BETTER FASTER FUNNER’ inventions. All passersby received a $10 gift card to redeem on the Quirky website. Consumers were able to spin a prize wheel for a chance to win Quirky products such as Unhampered, Mocubo or a $10 gift certificate to the Quirky website. Both the Pluck and Stem showed off their quirky capabilities and awed the crowd with their ingenious solutions to everyday problems. Top Chef celebrity Padma Lakshmi and NBC’s Smash star Megan Hilty stopped by to check out the QuirkShop over the weekend, getting a chance to play around and get quirky with the products.
Syfy | Face-Off
Working with the SyFy network to drive tune-in for its new competition reality series, Face Off, TH designed and produced an event focused around bringing the show to life in a real, visceral way. The TH production team created a "transformation in the round" setting at The Grove in Los Angeles, consisting of seven makeup stations, where professional special effects artists were challenged with transforming models into fantastical creatures inspired by Mother Nature. As spectators approached the set at any given time, they could witness various stages of the process, as each artist began application in 30-minute intervals.
Glidden | Glidden Gets You Going
TH oversaw a unique and highly impactful campaign for Glidden paint. Customized kiosks were produced and permits were obtained at 14 premier Manhattan locations for an unprecedented 60 days of placement. Some locations included Times Square, SoHo, the Meatpacking and Flatiron districts as well as the Upper West Side. Staffed brand ambassadors were well-versed in the product, range of colors and overall Glidden philosophy in order to accurately represent the brand in every interaction. Each day, 6-member teams were placed with the kiosks to encourage consumers to interact with the brand, answer any questions and drive pedestrians to Home Depot. Sales of Glidden paint increased 35% at the two Manhattan based Home Depot stores.
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