Cannes Lions

STOP MOTION STUDIO

SAPIENTNITRO, Atlanta / VERIZON / 2014

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Overview

Entries

Credits

Overview

Execution

Education is a top priority for Verizon: workshops will be a differentiator, and are a massive opportunity to drive traffic into the store. Workshop customers are also more likely to buy and to become brand loyal. Reimagine Verizon’s educational workshop program from the ground up. Capitalize on the opportunity to drive store traffic, brand loyalty, and accessory sales through workshops. Launch this new workshop series in conjunction with our newest flagship store launch at the Mall of America. We have redesigned the store, but the workshop zone is a blank canvass — bring this space to life.

We created marketing videos that ran on digital signage throughout the mall. And also played on the large 72" display inside the store workshop area. We also did a whole series of aspirational videos and how to videos that ended with a strong call to action. These played on a loop in the store.

To prompt people to share the video on Vine with the hashtag #VerizonStopMotion, we peppered the hasthag strategically throughout the experience. And the Reps who led the workshop prompted people to do this when sharing.

Outcome

The pilot launched with the Verizon destination store opening at the Mall of America and ran throughout the 2013 holiday season. With Stop Motion Studio, we ushered in a new era of workshops that delight as they educate – creating new reasons to visit the store. Success was measured by customer experience: of the workshop participants surveyed, 100% said they had fun and 95% learned something new. 100% shared their creation on Vine and 95% said they would attend another workshop. This workshop is currently being scaled to multiple stores—and more workshops following this strategy are currently in production.

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