The holidays bring out some of the most multifaceted brand campaigns of the year. Each year, budgets are allocated to dominate a saturated consumer market to ensure mega-sales to close out the year and each year more and more budgets are distributing funds to experiential marketing. Over the past couple of years, Roots³ Productions has received a steep increase in requests for end of year campaigns and have executed brand models, beverage carts, sweet trucks and backlit billboards, to name a few.
As each campaign revolved around the holiday consumer, below is a breakdown of each activation and its direct impact with our individual client.
On multiple occasions throughout the holiday season, we lead our campaigns directly on the streets of New York City to engage with the highest population of foot traffic possible. For both Kenneth Cole and Dean and DeLuca, we strategically placed our exclusive brand models inside and outside of Macy’s Herald Square, Grand Central Station, Lord and Taylor 5th Ave, Dean and DeLuca SoHo and numerous other locations to connect with consumers on a personal level through special select shopping offers. Our team of brand models on each occasion throughout the holiday season is designed to magnify our client’s voice by canvassing the local retail area and create an emotional connection between the brand and the consumer through a simple, but impactful piece of branded collateral and strong, clear talking points to motivate the consumers on the streets to make a purchase and spread the word. In sorting through the numbers and engineering decisive strategy surrounding the retail climate of the location, our success is in the thousands of consumer impressions we have garnered per campaign for our clients, most notably, Kenneth Cole and Dean and DeLuca.
Hot Chocolate Mobile Cart / Hot Chocolate Sweet Truck Tour
For many holiday seasons, we have geared up our fleet of sweet trucks and even our sampling cart to bring warmth and spread holiday cheer to our client’s consumers as they brave winter weather during the busiest retail season of the year. Both our sweet trucks and sampling carts are completely wrapped and have been outfitted with gourmet hot cocoa, branded cups and brand models to serve up warm treats and remind consumers that metroPCS cares about them and wants to give back a little love during the holidays. Both initiatives lend themselves to either stationed activations or mobile tours, which have been executed by our team in multiple markets around the country.
Walking Backlit Billboards
Our Walking Backlit Billboards are the perfect branding tool to customize a client’s message and present it to consumers in a high foot traffic setting while using a charismatic brand model to engage in a deeper emotional connection on behalf of the brand. The backlits carry this name as they have illumination capability to further highlight and beautify the creative, especially in the evening. During the holiday season, Roots³ Productions has quickly utilized our brand model team to activate for clients such as metroPCS to promote last minute shopping deals for consumers while handing out branded collateral and resulted in higher enthusiasm and excitement from consumers for our client’s offerings.
There are endless opportunities to promote products throughout the holidays and while the retail industry is heavily saturated with marketing and brand messages, our tactile effort and execution coupled with fine-tuned market strategy leverages our activations. From grass roots to custom builds, each executed concept for the holidays brings greater awareness to a consumer and with our strongly developed and all-encompassing programs, our clients have seen significant gains each holiday season.