BWP takes Polaroid to BOXPARK, Shoreditch
BWP hosted a fully integrated 6-day Polaroid campaign that involved all areas of the company; PR, Marketing, Events, Social and Creative teams.
“The Polaroid pop-up shop is a first for the brand and an opportunity that we are very excited about.”
Scott W. Hardy, Polaroid President & CEO
The aims of the event were clear, to raise awareness of the brand’s birthday, launch the new products, the Polaroid Pop and Polaroid Hoop, and create a convenient hub for journalists to indulge in yet another Christmas in July event. This was the first ever store presence for Polaroid in the UK and was the perfect mixture of nostalgia and innovation to strike the right note for this well-loved retro brand.
Although BOXPARK is predominately a retail space, sales did not sit at the heart of the strategy for our pop-up; it was all about having an interactive space where consumers could engage with the brand and have a unique experience. It was an amazing opportunity for Polaroid to reach its customers and talk to them in way that has not been seen in the UK market for many years.
BWP Group’s design team created a totally bespoke shop-fit for the unit, including a timeline to celebrate 80 years of Polaroid with a focus on the new products – Polaroid Pop and Polaroid Hoop. The vinyls worked incredibly well and everyone that came into the shop commented, as well as sharing the love on social, especially the immaculate Polaroid spectrum stripe running the length of the floor.
The display wall featured Polaroid cameras, old and new, as well as offering an exclusive opportunity to see the brand-new Polaroid Pop and Polaroid Hoop. One part of the unit was saved for ‘memories’; consumers were encouraged to use the cameras, print out the photo and stick it on the photo wall. It wasn’t all about cameras though, as the clever creatives at BWP Group conjured up a special place to screen Polaroid footage on the all-new Polaroid Series 6 TV.
The snap squad
A Snap Squad was assembled for the week to help drive awareness and footfall to the pop-up shop. The Snap Squad took photos of members of the public in giant Polaroid frames, the photos each had a coded sticker which people had to bring to the pop-up to see if they had won a prize. Prizes ranged from Polaroid merchandise, Polaroid cameras and even a Polaroid TV!
Christmas in July was organised across the 5 working days of the week with one-to-one meetings booked with select press to showcase Polaroid products with a focus on the Polaroid Pop and Polaroid Hoop for Christmas Gift Guide placements, which were very well received by the press.
While the focus wasn’t to sell products, visitors to the pop-up shop were eligible for an exclusive ‘pop-up’ only discount on a variety of products.
The Polaroid pop-up shop was an incredible success. BWP Group raised awareness of the brand’s birthday by reaching 106,702,190 people through PR, social and experiential.
The Polaroid Pop Up Shop and Polaroid products received a very positive reaction from press. The demo samples of the Polaroid Pop and Polaroid Hoop were hugely beneficial, and feedback indicated that samples for review will be in high demand. The location in BOXPARK, Shoreditch was easily accessible for journalists and ideally suited for press meetings and demos.
BWP Group secured 23 pieces of coverage before and during the event with a total PRV of £220,816
The Polaroid pop-up was promoted across Facebook and Instagram by Polaroid Global (using location targeting), BOXPARK and amplified by BWP Group where appropriate. Instagram performed the best due to the visual nature of the Polaroid brand.
Total Social Reach: 27,197
The Snap Squad attracted the attention of over a thousand members of the public who were only too willing to have their photo taken in the Polaroid frame.
The amount of photos taken of the public was over 1,100
The campaign demonstrated the strength of the agency’s integrated offering with the marketing, PR, social, experiential and design teams all contributing to the event helping to drive awareness of the 80th anniversary and drive footfall to the pop-up shop itself. Campaign KPIs were exceeded with the delivery of strong levels of coverage and a high turnover of sales. Rich Burdi, C&A Marketing’s Marketing and Communication Officer was thrilled by the pop-up shop and commented:
“This looks amazing! Every last detail was thought out for this pop-up shop!”
“On behalf of the entire C+A Global staff, I want to extend a heartfelt thank you and congratulations on the fantastic job you did preparing for and hosting Polaroid's first ever BOXPARK Pop-Up Shop event. So take a bow for a job extremely well done. Here's to next year!”