agencyEA - Best Brand Experience Event
Company: agencyEA
Company Description: AgencyEA (http://agencyea.com/ ) is a Chicago-based experiential marketing agency. Taking brands from passive presence to active engagement, EA helps some of the biggest names in the world produce unique, memorable interactions. Founded in 1999 as Event Architects, EA has worked with esteemed clients such as Oprah Winfrey’s Harpo Productions, GE Healthcare, Boeing and the Obama Administration.
Nomination Category: Live Event Awards Categories
Nomination Sub Category: Best Brand Experience Event
Nomination Title: CityTarget Experiential Launch Campaign
The date on which this nominated production was first presented:
June 11, 2012
Briefly describe the nominated event's objectives and how it met those objectives (up to 525 words):
EA's goal was to develop and execute an experiential campaign that would authentically introduce CityTarget to Chicago's Loop audience. Through activations, targeted media and campaign awareness, CityTarget wanted Chicagoans to recognize CityTarget as a good neighbor, making living, working and playing in the Loop easier and more enjoyable. CityTarget's key audiences included Loop dwellers such as the workers, residents, students and visitors.
EA developed an experiential campaign that would strategically infiltrate the Loop, focusing CityTarget's efforts to maximize the greatest "audience impact" opportunities resulting in sales, neighborhood pride and achieving a sustainable competitive advantage. Five distinct, experiential activations targeted
CityTarget's key audiences:
1. CityTarget offered free spin classes at Chicago's Millennium Park during Bike-To-Work week. Backed by a live DJ and the iconic Chicago Bean, 200 guests participated in high-energy, 45-minute classes. Event branding extended from the custom bike graphics and DJ booth through the guest swag bags stocked full of branded giveaways. The event received media coverage on Chicago's WGN and ABC.
Sponsorship included extensive media coverage primarily utilizing online, print, and on-air. The program also included a Bike-To-Work Rally, which helped CityTarget get to know Chicagoans at the most grassroots level.
2. CityTarget greeted Chicago's morning commuters with a taste of Archer Farms iced coffee at a custom-branded, pop-up shop in Chicago's bustling Riverside Plaza. Brand ambassadors handed out coffee samples in branded cups along with map cards to the new CityTarget. The first 500 attendees each day received $5 gift cards to CityTarget.
3. On Chicago's North Ave Beach, CityTarget and EA installed a mobile pop-up shop, in the shape of an extended Target logo. Guests could purchase all their beach needs at this larger-than-life Target Bullseye. Brand ambassadors handed out 500 CityTarget gift cards and maps to the new location.
4. In partnership with Target's corporate sponsorship of the Family Fun Fest in Chicago's Millennium Park, CityTarget offered a day of fun, festivities and flight. Visitors were invited to spend the afternoon designing, building and decorating their own CityTarget kite.
5. Approximately 1,200 Target executives and media took in the new retailer's sights, offerings and setup at the custom VIG Grand Opening event. EA incorporated local talent, customized branding and experiential activities with the Chicago Bucket Boys who performed on CityTarget-branded buckets, destination bars themed like Chicago El stops, and a photo booth with the infamous Target dog. Prior to opening the store to guests, CityTarget hosted a media preview event, which resulted in print pieces in the Chicago Sun Times and New York Times.
Throughout the program, CityTarget was able to connect with thousands of Chicagoans in natural, yet unexpected ways. Experiences offered moments of surprise and delight to future consumers, weaving seamlessly into the fabric of Chicago's Loop lifestyle.
- More than 3,000 guests participated in Spinning Alfresco and the Bike to Work Rally
- Brand Ambassadors distributed 1,500 samples at the Pop-Up Coffee Shop each day with an estimated 8,000 total impressions
- The Go Tube activation reached upwards of 5,000 consumers
- More than 2,000 kites were built and flown through Millennium Park in one afternoon
- Approximately 1,200 attendees celebrated the store opening VIG Event
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