Extending reach beyond the pages
Men’s Journal wanted to bring their brand to a retail space and provide an opportunity for their readers to experience everything the magazine has to offer. They also wanted to promote and sell their advertiser’s products during the holiday shopping season.
Active provided an end-to-end solution which included identifying vendors, managing the RFP process and ongoing vendor deliverables (concept renderings, creative, location logistics, installation & dismantle).
Men’s Journal’s pop-up store was activated in Chicago with a launch gala and PR campaign. The store was open for two weeks during the holiday shopping season of 2011.
Creating a pop-up retail experience
illycaffè wanted to create an experiential event in a retail environment while incorporating a point-of-sale opportunity.
Active helped illycaffè manage the RFP process, offset the budget by utilizing trade credits, and project managing the execution.
Post-brand awareness results exceeded their expectations. Plus, consumers were able to engage with product for purchase on-site or at a later date.