HOW A LUXURY BRAND SUCCESSFULLY LEVERAGED AN OUTDOOR MEDIA PARTNERSHIP FOR THE LAUNCH OF THEIR NEW COLLECTION

COACH x SELENA GOMEZ SS18, NYFW
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The recipe for a flawless outdoor brand execution starts with an original idea
and a team of people with the zeal to make it happen.

These elements came together perfectly for this recent Coach campaign where Manhattan-wide awareness was generated through transit advertising spectaculars complemented by an activation outside Coach’s 5th Avenue flagship location, taking over one of the world’s most famous retail blocks for the Selena Gomez collection launch. 

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For the tail end of New York Fashion Week, Coach wanted to create a one-of-a-kind shopping experience for a lucky group of Coach and Selena fans to explore the new collection and make purchases on the spot.  

To accomplish this they designed a luxurious pop-up store on a Digital Double Decker Bus, complete with a live DJ on top, creating a totally unique brand experience.

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The publicity of this event should create massive impressions across the media landscape and provide a further positive brand halo for Coach beyond today’s event.
...Kudos to Coach leadership on a smart strategy.
— Randal Konik, Jefferies analyst via Barron’s
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24ft Digital Display Live Stream

Selena’s photo booth live-streamed content to the Digital Double Decker display in real-time.

Custom Digital Bus Pop-Up Store

Leather and gold finishes, custom neon signage,
remote POS system and the collection on display.

Live DJ & Brand Ambassadors

The energy spilled onto the street with speakers blaring and BAs interacting with the crowd.

Instagram-Worthy Creative

3D and Illuminated vehicle branding,
and live DJ to take the brand from sight to sound.

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