PROJECT
WOW Concept * Launch Campaign
SERVICES
Graphic Design, Art Direction, 3D Design, Content Creation, Off Production.
ABOUT
WOW Concept is the new concept store emplaced in the iconic Hotel Roma, that looks forward to create a phygital space where thendigital and physical world combines into one hybrid shopping experience.
For the Launch Campaign we wanted to create the feeling that WOW was the place to be, being on everyone’s lips and having visual presence all over the city of Madrid.
To achieve that we combined a really agressive OOH Campaign, with a very interactive aproach on Social Media to generate hype around the brand within the WOW growing community.
The campaign concluded with a 3 days activation for brands, influencers ands press that kicked off the public opening.
OUT OF HOME
One of the goals with this campaign was to cover Madrid with the iconic Chroma Green, trying to catch everybody's attention while, at the same time, not revealing much about the brand. Using this strategy we created a halo of mystery, curiosity and hype around WOW's anticipated opening.
In our attempt to do so, we customized buses and bus stops all around the famous Gran Vía street in Madrid, where WOW Concept is located, as well as the Gran Vía Metro Station. We also made content for digital muppies around the city and covered the streets with posters featuring influencers posing inside WOW, giving this way a sneak peak of what was going inside of WOW.
For these creativities we designed a different 3D assets and animations, using cristal clear textures so we can use them over photos creating a singular and fun effect with the idea of "peeking through WOW's window".
As the event still occurred during COVID, the public opening had to count with a controlled capacity, so we featured a QR that allowed people to register and get and entrance to WOW.
All those efforts turned out on a big success, as queues formed outside WOW for weeks, full of people wanting to know what was that "new Concept Store everyone is talking about", turning WOW on the "place to be" of the season.
LAUNCH EVENT
For the opening of WOW we made a 3 day event with Influencers, Press and Brands Representatives from around the world. They would act as ambassador of the brand and a window that allows people to sneak inside of what WOW had to offered them, creating this way more hype just before the public opening.
To give them an unforgettable experience we created, in collaboration with creative studios Wozere and OnionLab, a lot of content and surprises for WOW first visitors. The most iconic one might be the "Bits"a group of "creatures from the digital world" dressed in chroma suits that interacted and entertained everyone through the events.
We also created digital interactive content such a Instagram filters that transformed everything chroma color into a whole new world alongside with a NFT made in collaboration with artist Milo Hammid to give as a gift for all the visitors.
All of these combined with a collection of stickers, gifts, animations, and more.
