Right Time, Right Moment: Summer Fridays’ NYFW OOH Campaign
New York Fashion Week, which happens twice a year, provides fashion designers the platform to showcase their latest work. Celebrities, retail buyers, stylists, and other industry professionals attend shows and behold upcoming collections.
While runway shows are invite-only, brands still find a way to be a part of the excitement and connect with their audience. That’s exactly what Summer Fridays did. To complement the energy around their scavenger hunt and their public food & beverage partnership at Caffè Paradiso, the skincare and beauty brand needed some out of home advertising.
NFYW is a busy week of events, so OOH provides the perfect opportunity to catch people’s attention and “wow” them. Together, PJX and Summer Fridays launched a strategic OOH campaign that reached an engaged audience as they moved throughout Manhattan.
For the month of September and leading up to NYFW, the OOH ads targeted New Yorkers and visitors on foot, via public transportation, and by car. A network of digital urban panels was activated in SoHo, a neighborhood in Lower Manhattan known for its shopping. These street-level screens not only catch the attention of subway riders, but people driving, commuting, or walking by. More than half of the city takes public transportation or walks to get around (citing NYC.gov).
Another way visitors and locals get around the city is by taxi, so digital taxi tops were also included in the plan. Taxis weave through the streets of New York, so these can be considered mobile billboards, adding more reach and frequency with every ride. Similar to the digital urban panels, these are always street-level, so the brand’s message is visible to the rider and people in the surrounding area.
To level up the brand’s presence and create a big moment, taxis were coordinated for a swarm. Ten vehicles with the Summer Fridays taxi tops gathered at a designated time and location. Brand ambassadors engaged with people, offered free rides, and handed out free product samples.
Swarms were at different locations across three days, including spots that were a part of their scavenger hunt. This type of activation rewards your audience for their time and attention with a surprise - whether it’s a free ride or goodies.
When it comes to art, music, fashion, and culture, New York City is the place to be. Because Summer Fridays considered the context of NYFW, there was a clear vision on how to design the OOH campaign. With their NYFW activity and OOH campaign, Summer Fridays observed a significant increase in brand awareness. The takeaway? Thoughtful OOH campaigns have the power to create real impact for brands.
