SHOOT FROM THE HIP

Waiting in line for Grand Opening Event

What would make jaded New Yorkers do a double take, tourist buses screech to an unscheduled halt and busy shoppers feel like the holidays came early? An unexpected encounter. A phenomenal experience. A change from the ordinary to the extraordinary. That is exactly what happened a few weeks ago at Old Navy’s flagship store in Manhattan. In concert with nineteen other Grand Opening events that A Squared Group developed and orchestrated throughout the United States and Canada, including a carnival complete with Ferris wheel in Manhattan Beach, California, we created a jaw-dropping brand experience in SoHo, New York.

wow

Our goal? To ensure that every Old Navy customer and passerby, from infant to octogenarian, felt part of the Old Navy celebration and the Old Navy community.

Lots of smiles

The excitement level was at a fever pitch all day long. Vintage sodas, popcorn and freshly spun cotton candy were given out. Face-painters and balloon artists delighted children (and adults) with their creations. Branded games were created specifically for the event. And members of Cirque du Soleil wowed the crowds with feats of daring and delight.

Teamwork

Customers called, texted and tweeted their friends and family. Pedestrians made unplanned detours into the store. More than one sight-seeing tour added Old Navy to their agenda. The experience reaffirmed consumers’ conviction that Old Navy is a fun and friendly place for the whole family. And we loved being part of it!

ROI