Monthly Archive for December, 2010

SPOTLIGHT! Piperlime’s SoHo Pop-up Store

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by
A Squared Group
on December 31, 2010
in Event Spotlight
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5084738530_492323355a_bCLIENT: Piperlime

PROJECT: Piperlime SoHo Pop-Up Store

DATES: September 10 – October 3, 2010

LOCATION: SoHo – New York City

ACTIVATION: Looking to spike growth amongst a new target audience (trend-conscious women age 18-34), Piperlime – a brand known for its quick wit and best girlfriend voice – enlisted to our team to help envision an eye-catching, traffic-stopping moment that would create a bang during New York’s Fashion Week and expand upon their fervent online fan base.

So, for 25 days this fall, Piperlime stepped offline with the aid of A Squared Group. The brand’s first-ever freestanding expression took shape in Soho, kicking off with a Fashion’s Night Out party hosted by celebrity stylist Rachel Zoe and the current cast of Project Runway.

RZ-PL 9-10

Rachel Zoe @ Piperlime Pop-Up

Inspired by the Piperlime ‘head-to-toe’ online shopping experience, the completely refurbished raw space brought together headline trends for Fall in a pop-up ‘store within a store’, highlighted by architectural elements such as a Style Loft, Denim Bar, and ‘Piperlime Accessories Wall’ tie-in to the current Project Runway season. Daily customer style challenges and style support from the handpicked, brand-educated, store staff kept the loft buzzing.

Piperlime Pop-up InteriorInterior

Piperlime Pop-Up AccessoriesPiperlime Pop-Up Photobooth


RESULTS: A ‘must-see’ pop-up store that surpassed all customer and client expectations. And beyond the store walls, off-the-chart media impressions from the FNO party and hyper-active Piperlime Facebook page and Twitter feed over the subsequent 25 days.

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GET CONNECTED! Piperlime Pop-Up Store Micro-Website


SPOTLIGHT! Levi’s & A2G Launches Curve ID

Published
by
A Squared Group
on December 31, 2010
in Event Spotlight
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Crowds in NYCCLIENT: Levi’s
PROJECT: Wear What Fits Curve ID Launch Event
DATES: August 27, 2010 (NYC) & September 6, 2010 (SF)
LOCATION: Bryant Park (New York City) & Union Square (San Francisco)
ACTIVATION: As summer faded, Levi’s was poised to launch CURVE ID – a new fit methodology for women’s jeans – in a major way. A Squared Group was challenged to create a program that would engage the highest number of female consumers possible in two of the most iconic public locations in the U.S. – Bryant Park in New York City and Union Square in San Francisco.

Wear What Fits in Bryant Park, NYC
Wear What Fits in Union Square, San Francisco

Inspired by open-air flea markets, A Squared Group built a multi-dimensional set to showcase Levi’s ‘authentic cool’ personality and seamlessly encourage women in each city to ‘Wear What Fits’.  Customized tents, changing areas, banners, and witty staff t-shirts (“All asses are NOT created equal”) carried Levi’s branding.  Local graffiti artists, restaurants, and performers contributed to the event’s flavor.  Special performances included Janelle Monae in NYC and She & Him in San Francisco. A Goodwill partnership, in which guests donated items that ‘didn’t’ fit’ into their lives anymore rang true of the campaign’s tagline.  And, coupons for 30% off a new pair of CURVE ID jeans were created for those unable to enter the event.

The Crowd in NYC5084507043_298dc86595_b
custom_fittingsinSFWearing What Fits!

Throughout the day, hand-picked personal Levi’s stylists interacted with guests, discussing the latest denim trends and offering fashion tips, while Levi’s Girl tweeted announcements and brand moments that captured the spirit of the program.

RESULTS: Thousands of women received free ‘perfect fit’ jeans in a celebratory moment great for live, onsite broadcasting and shocking media results across all outlets (radio, print, Twitter, Facebook).

GET CONNECTED! Find your Levi’s Curve ID

SPOTLIGHT! Nintendo Marios Invade NYC

Published
by
A Squared Group
on December 31, 2010
in Event Spotlight
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MarioPedicabsCLIENT: Nintendo
PROJECT: Nintendo Brand Ambassador Dinner at the BlogHer Conference 2010
DATES: August 6, 2010
LOCATION: New York City
ACTIVATION: BlogHer, an annual conference for 4,000 of the most influential female bloggers, is a natural place for global brands to compete.  This year, Nintendo, a longstanding client, commissioned A Squared Group to distinctly propel Nintendo brand awareness ahead of hundreds of other brands vying for attention from the captive audience.  One asset already in place was an annual dinner Nintendo would be hosting for Nintendo Brand Ambassadors to recognize their advocacy efforts throughout the year.
The guests needed transportation from the conference-wide cocktail reception at the Hilton Hotel in Times Square to the dinner at Central Park Boathouse. So, how would they travel?  Taxi?  Black car?  Not exactly.  By pedicab with Mario at the helm!
MarioPedicabs3

The costumed cyclists congregated at the foot of the hotel, where reception attendees could look down on the phenomenon and begin to talk.  Once en route, the Mario fleet continued to disrupt the environment and attract many stares and exclamations.  People gravitated toward the scene the pedicabs were creating – texting updates, snapping photos and capturing video footage to share with friends.

MarioPedicabs2

RESULTS: An innocuous detail – transportation – lit up all social media platforms as spectators and those in transit gave Nintendo (and Mario!) a big shout out for such cleverness.

NintendoAmbassadors

SPOTLIGHT! A2G Brings #gapmagic to Life

Published
by
A Squared Group
on December 31, 2010
in Event Spotlight
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Gap Magic - Crop PantsCLIENT: Gap

PROJECT: #GapMagic

DATES: August 2010

LOCATIONS: Nationwide

ACTIVATION: Gap, looking to capitalize on the surge of word-of-mouth energy connected with the 2010 BlogHer conference, tapped A Squared Group for an imaginative way to capture the attention of these influential women.

A Squared Group recognized the conference’s speakers as the key stakeholders at the event and wanted to offer them something talk-worthy that transcended the familiar cocktail party and goodie bag. A Gap styling experience would be the perfect fit.

Leading up to the conference, BlogHer speakers received a letter from Gap: “We happen to know that you have a trip planned to New York City this August!…We’ll outfit you with a couple of different looks designed to turn heads (in the best possible way!) when you hit the Big Apple.” Participants headed to their nearest Gap store to consult with Gap styling experts to create two amazing outfits of their choice. Although hopeful, it was not required of the bloggers to wear their new hand-picked outfits to the conference.

dannymoore_stylist#GapMagic pieces

RESULTS: Buzz before, during and after – as participants went live with their styling experience before the conference even started, with the #gapmagic hashtag on Twitter working overtime during the conference: “thanks #gapmagic for styling the #blogher10 panelists – a very generous way to raise self-confidence when on those risers!”, and after while Gap considered an unexpected dividend – how well the campaign engaged in-store staff and boosted morale.

bloggers_fittingroom

A new Gap covert!

STAY CONNECTED! Do you believe in magic?

#GapMagic: the Human Hashtag!

#GapMagic: the Human Hashtag!

SPOTLIGHT! A2G Takes Bare Escentuals Across America

Published
by
A Squared Group
on December 31, 2010
in Event Spotlight
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CLIENT: Bare EscentualsBare Escentuals ReThink Quickie Tour

PROJECT: ReThink What Matters Quickie Tour

DATES: August 3 – October 30, 2010

LOCATIONS: Nationwide

ACTIVATION: Road trip! Bare Escentuals and A Squared Group launched the National Quickie Van Tour: a 3-legged, 45-city, 13-week mobile tour that brought fast, fun, and free beauty “makeunders” to busy women across America.

From concept to reality, the tour required nothing less than military precision while planning the campaign, the touring skills of a rock-n-roll roadie, the design smarts of a hip decorator, the buzz of a beehive of bloggers, and most essentially: the expertise of a small army of professional makeup artists, beauty and brand ambassadors.

BE Quickie VanBare Escentuals Mid-West Tour

Traveling in a fleet of hot pink vans that quickly transformed into mobile beauty salons, the fresh-faced beauty team set out each day to expand the Bare Escentuals community, increase brand awareness, and encourage consumer participation. The exhilarating, spontaneous, and often touching moments were captured all the way through on Facebook, Twitter, and an interactive Tour Experience micro-website.

RESULTS: A carefully curated brand experience deployed by energetic and inspiring brand ambassadors across cities large and small, from San Diego to Atlanta, and Murray, Utah, to Farmington Connecticut, that sparked conversation, trial, and praise for Bare Escentuals nationwide.

STAY CONNECTED! Relive the Bare Escentuals Quickie Tour Experience online

BE Quickie Fans!