Unleashing the Power of OOH: Swarovski Case Study by PJX Media
Objective
Swarovski wanted to encourage people to check out their holiday gifting options in their stores and online. They wanted to generate awareness and sales during the Holiday season and reinforce their presence with their Daniel Libeskind designed star sitting at the top of Rockefeller Center’s iconic Christmas tree in New York City. The campaign’s aim was to reach Women generally with a focus on their sweet spot (W25- 39 who wear jewelry). Targets were crafted among three distinct audience segments targets.
Activation
To generate awareness, a base of high profile bulletins, Street Furniture and Transit ran in major markets nationwide including NY, LA, Chicago, Miami and Washington, DC. Digital and static Bulletins and Street furniture provided reach and frequency to current customers and new prospects. Wrapped double decker buses and wallscapes provided additional impact. In Washington, DC a station takeover at Union Station reached people during their regular commute. Specialized Mall Media (exterior wraps and interior displays) ran in select venues where Swarovski had a retail presence to drive point of purchase. In New York - its signature market - the campaign was anchored by a subway brand train where Swarovski was the exclusive advertiser on one side of over 500 subway cars. A customized ‘tricked out’ Swarovski Holiday Bus provided impact and holiday extra cheer throughout December. This was no ordinary double decker bus, but one that was ‘bedazzled’ with 350,000 Swarovski crystals which took 120 hours to apply. The interior space included a showroom, multiple photo moments, and indoor and outdoor lounge areas to provide guests and passersby with a unique holiday experience. On display were Swarovski’s most popular holiday collections for gift-giving inspiration and hot cocoa, sparkling treats were served while live music played to provide visitors a warm, festive haven from the cold New York City winter. People could follow the bus locations and programming throughout the month from the brand’s Facebook page. Guests who visited the Holiday Bus received a 15% discount voucher to shop gifting picks at any Swarovski stores.
Results
This campaign provided interaction to Swarovski’s owned social channels and generated and much press, attention and excitement around the holiday season, an important time of year for the brand. Foot traffic to stores is on pace to track higher than previous years and the integrated experience was amplified worldwide by people posting to their own social media.