We launched the Garage and the Pontiac Solstice on June 21 - the Summer Solstice - with a live musical event amplified throughout Times Square and aired nationally on the Jimmy Kimmel Live show. Our team also created a significant presence on New Years Eve, when the eyes of the world were on Times Square, via performances throughout the night of revelry in the “garage” which again aired on Jimmy Kimmel Live and ESPN.

In the biggest outdoor venue in the US, Pontiac wanted their out-of-home installation to go beyond the passive norm and actively capture the attention of the masses. Pontiac tweaked the OOH category by bringing live musical performances to the biggest and most buzz-generating arena in the country: Times Square.

Based on the huge volume of people passing through Times Square daily, 45 million saw the Garage in the first month! Once “live”, the Pontiac Garage generated 117 Million press mentions in print, online and broadcast. Plus, the Garage Performances have been downloaded by more than 180,000 consumers.

Continue to communicate that Pontiac is a modern, progressive performance brand with a one-of-a-kind OOH display. Work with up and coming musical talent and break through the passive clutter of the Times Square OOH environment.

1.5 million people go through Times Square everyday. How do you break through the passive clutter of the advertising environment to get these people’s attention while prompting them to rethink the Pontiac brand? Create a real-time out-of-home installation that comes alive with musical performances that literally stop traffic. The Pontiac Garage.