Taking Polaroid to BOXPARK
BWP delivered a fully integrated 6-day Polaroid campaign as a pop-up shop
Raising brand awareness
BWP was tasked with raising awareness of Polaroid’s 80th anniversary, launching new Polaroid products and executing Christmas in July outreach. BWP wanted to create an interactive space where consumers and press could engage with the brand in a way that had not been possible in the UK for many years.
A fully immersive experience
BWP’s design team decided to launch Polaroid’s first-ever UK branded store, so BWP created a pop-up shop at BOXPARK, Shoreditch.
The design team created a bespoke shop-fit featuring a timeline in celebration of 80 years and a dramatic Polaroid spectrum stripe running the length of the floor. The display wall featured vintage Polaroid cameras and offered an exclusive opportunity to see the brand-new products. A ‘memories’ wall encouraged consumers to use the cameras, print a photo and stick it on the wall, while a wall-mounted Polaroid TV screened brand footage.
A Snap Squad was assembled for the week to drive awareness and footfall, taking photos of the public in giant Polaroid frames. Each photo had a coded sticker relating to prizes in the pop-up, ranging from Polaroid merchandise to cameras and even a TV!
The pop-up also provided Polaroid’s Christmas in July hub. One-to-one press meetings showcased products for gift guide features which were very well-received by the press.
While the focus wasn’t to sell products, visitors were eligible for an exclusive pop-up only discount.
BWP secured 23 pieces of national coverage before and during the event.
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.
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
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!-Richard Burdi, Marketing and Communication Officer at C+A Global