It’s that time of year again, time for the office party. Now, this might illicit groans in the hallways of some companies, but here at A Squared Group we actually enjoy spending time together to celebrate the year gone by. We are rarely all in the same place at the same time so we look forward to the annual tradition of gathering for guilt-inducing food, abundant libation, a suspense-filled white elephant gift exchange, and general merriment.
This year, it was all about, well, striking out. We spent a fairly raucous evening at Pinz Bowling Alley. Brett skillfully defended his title as bowling ace. Others (who shall remain nameless) did well not to injure themselves or others with the very heavy bowling balls. We all glowed a bit in the black light. We had a blast.
We also took time to sit back and reflect on 2009 – an amazing year of accolades, making history and wowing consumers on behalf of all the dynamic brands with which we work.
We are filled with gratitude, and look forward to what 2010 has in store. Some of us will be practicing our bowling skills.
Happy Holidays!
As cold spells swept various corners of the nation last week, teams from A Squared Group landed in four spots to warm away the winter chills. On behalf of Old Navy, we visited San Francisco, Chicago, Dallas, and Philadelphia to serve surprised, grateful and shivering consumers delicious, free hot chocolate.
Our crew was more intrepid than the postal service. Neither rain, wind nor cold could stop them from putting smiles on holiday shoppers’ faces. Consumers were thrilled by the surprise of being handed a cup of steaming goodness as they battled the elements over the weekend.
“What a thoughtful thing to do,” exclaimed one grateful mom in Chicago. “I can’t believe Old Navy is doing this. Just great.”
We had a blast, serving everyone from Carolers straight out of a Dickens’ tale, to a platoon of bicycling Santas, to families looking for the perfect something for their loved ones. They each had an unexpected and joyful brand experience. Many considered it a delightful little break in an otherwise harried day. We love it when that happens.
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
Drums and cheering could be heard throughout Manhattan this past weekend as the Gap Cheer Squad and Drumline rocked their way from Harlem to the South Street Seaport to Battery Park and beyond. New York was the first stop on a tour that aims to encourage people to have fun and make this year’s festivities extra special and memorable. The A Squared Group team embraced this project as a great opportunity for the Cheer Factory idea, made famous in numerous Gap ads this holiday season, to hit the streets and reach consumers in a personalized, spontaneous and incredibly exciting way.
Traveling via a dramatically branded bus from point to point, the Cheer Squad and Drumline surprised crowds of lucky pedestrians along their route.
The show they put on – complete with fun and clever cheers, boundless energy and death-defying tricks – entranced everyone within sight and hearing. Surprise gifts were given to unsuspecting pedestrians lucky enough to catch the show.
The A Squared Group team loved watching people’s reactions as Cheer Squad members fearlessly flew into the air.
The festive, communal spirit was tangible.
If you are in Chicago, Los Angeles or San Francisco in the coming weeks, keep your eyes and ears open. The Gap Cheer Squad and Drumline are coming your way.
Last week, a team from A Squared Group was in the Big Apple to spend some time with robots. Well, the Droid, actually. We produced another event for Motorola. This time, Manhattan taste-makers were able to check out the covetable new Droid smart phone.
The product has already made huge waves in technology and social media circles. Now, everyone else is talking about it too.
Don’t be surprised if it takes over the world.