01 Feb 2016 / brandedcities

Case Study: Virtual Faucet Rains on Crowd – Inviting Them to Be Part of Interactive Ad Campaign

Campaign Objective:
Increase awareness for American Standard’s kitchen & bath products, while enhancing the company’s image beyond one that just makes toilets

Solution:
American Standard’s virtual faucet showered pedestrians, encouraging them to seek shelter under a giant digital umbrella, where they shared the experience on social media. Consumers were also reminded how much fun bathroom karaoke can be with the #ArtofBathing experiential event activated right in the heart of Times Square!

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Highlights:

  • This is the first time American Standard utilized Times Square to launch its strategic redirect to increase awareness of the brand; The location of this campaign marks a first for the kitchen and bath industry
  • With 100% share of voice on two digital screens and two printed displays for four weeks, American Standard created an OOH domination that reached thousands of people daily by showering its audiences with love
  • Their products were brought to life with a virtual bathroom setup wired for a one-of-a-kind karaoke experience, drawing participants and viewers and aligning the brand with some fun tunes, even if some were a little off-key!
  • American Standard also expanded the concept and produced a dance performance video for the campaign – think “Singing in the Rain,” but in 2016!

Testimonial:
“Thank you for making our investment in Times Square advertising happen in such an amazing way. Employees and customers think this is the coolest thing we’ve ever done and I agree. It’s strategic, it’s on brand, it’s breakthrough. It positions ASB as a modern up-to-date brand, which is exactly what we needed to change our current perception. We appear as a leader, not the challenger we are.  Adding the crowd sourcing social element was genius. The whole world is watching us now in Times Square.” – Jeanette Long, VP, Brand Marketing, American Standard

 

Source: Clear Channel Outdoor, 2016

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