Cannes Lions

“Take It All In” (Experiential)

INTERMARK GROUP, Birmingham / ALABAMA TOURISM DEPARTMENT / 2017

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Overview

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Overview

Description

The idea was to allow people to “sample” Alabama beaches, 1,200 miles away from the Gulf through a sensory-rich street activation called simply, “Beach”.

Execution

We brought 1,000 lbs. of white Alabama Gulf coast sand to NYC and invited people to take off their shoes, feel the super-fine sugar-white sand, see the turquoise blue water, hear the gentle waves and smell the fresh Gulf air.

In a pedestrian traffic-heavy NYC location, our enclosed transparent “Beach” diorama blended scent, audio, visual and of course tangible sensory stimulation so passersby could take a few minutes’ respite on an Alabama beach in the middle of Manhattan.

Outcome

Increased ATD Site Traffic: Increased July-August NYC origin ATD website visits by 50% from the previous year and 30% overall.

Record ATD Facebook Engagement: Live posts generated 28,445 reactions, comments, shares and views (previous average ATD FB engagement = @200 per day)

Substantial ATD Earned Media PR Coverage: Online news coverage yielded 6,769,539 impressions. TV station news coverage had a combined Nielsen audience of 938,175.

Measured ATD Activation Footprint Engagement: Using cell phone Wi-Fi signals within the “Beach” activation footprint, we tracked 2,263 engagements (consumers who stayed in the footprint more than 45 seconds) and 12,052 impressions (passersby within 30 ft.) with an average visit of 3.66 minutes.

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