VANS Family Oxford St Takeover

VANS Family App Oxford St Takeover

VANS_03_08_202013 3
VANS_03_08_20207

To promote the Vans Family app, we transformed the ‘decompression zone’ at the London flagship store’s entrance into this visually striking brand awareness campaign. Vibrant summer festival styling portrayed a unique clubhouse space, promoting engagement in a playful and crucially contactless experience for post-lockdown retail.

The Vans Family app is a digital loyalty program with a collection of exclusive content, messaging and offering limited-edition rewards to brand loyalists and advocates. Designed to reward its members by engagement, providing a ‘points-mean-prizes’ scheme where accumulated points can be ‘spent’ on exclusive items, content, and experiences.

VANS_03_08_20208 2
 
The Brief
 
The Brief

The campaign objective was to drive app downloads and further engagement by creating a physical execution showcasing the Vans Family and making it inclusive and accessible to all. Actively celebrating the diversity of brand advocates and an ‘all are welcome’ / ‘weird is good’ vibe was keenly encouraged. Designed to bring the app to life instore - we designed character illustrations, applied hand-rendered type and the DIY punk aesthetics of a cut & paste ‘zine’ feel from the digital landscape.

 The campaign launched in July 2020, shortly after retail re-opened across the country. We took on the challenge to design an immersive and engaging 3D environment which allowed consumers freedom to interact with the touchpoints, but in a safe and contactless way. We achieved this by connecting the physical space with the digital app across several immersive, contactless CTA’s throughout the store. These linked directly to exclusive app content via printed QR codes, photo opportunities and an instore treasure hunt.

To maintain an authentic aesthetic where-ever possible, we produced most of the elements with hand-rendered paintwork. From reclaimed oil-drums to the entrance’s scaffold and poster-clad hoarding, we delivered a real feel of contrasting textures and DIY features.

We tackled the brief by identifying the target consumers and the retail spaces that they play within. We then devised complete consumer journey profiles for both the established running consumer and the sports amplifier (for directional segmentation). This gave us clearly defined principles from which the creative concepts evolved into a series of established finalised concepts.
 
To authentic our story-telling process, we typically follow the Adidas approved methodology of ‘attract, engage, convert’ which ensures the consumer gains knowledge of the product launch and all key messages/benefits at the appropriate part of their in-store journey, whilst linking through to other channels for consistency.

The campaign objective was to drive app downloads and further engagement by creating a physical execution showcasing the Vans Family and making it inclusive and accessible to all. Actively celebrating the diversity of brand advocates and an ‘all are welcome’ / ‘weird is good’ vibe was keenly encouraged. Designed to bring the app to life instore - we designed character illustrations, applied hand-rendered type and the DIY punk aesthetics of a cut & paste ‘zine’ feel from the digital landscape.

 The campaign launched in July 2020, shortly after retail re-opened across the country. We took on the challenge to design an immersive and engaging 3D environment which allowed consumers freedom to interact with the touchpoints, but in a safe and contactless way. We achieved this by connecting the physical space with the digital app across several immersive, contactless CTA’s throughout the store. These linked directly to exclusive app content via printed QR codes, photo opportunities and an instore treasure hunt.

To maintain an authentic aesthetic where-ever possible, we produced most of the elements with hand-rendered paintwork. From reclaimed oil-drums to the entrance’s scaffold and poster-clad hoarding, we delivered a real feel of contrasting textures and DIY features.

 
 Interaction
 
 Interaction

The call to action points (CTA’s) throughout the activation were specifically designed to encourage app downloads and generate further engagement within the app, which provided instant rewards or points that could be redeemed for rewards later. From an immediate Vans Family pin badge, to becoming a physical Vans Family member by posing with the characters as part of a weird and wacky family portrait, to a fairground style photo op, where consumers could pose with a section of their body taken-over as one of the Vans Family characters. Our favourite feature though, was the ‘Magic Mirror’ – a unique photo op’ which enabled consumers to re-connect without physical connection, and delivered an abstract and fun way to play around with the concept of engagement whilst social distancing.

Lastly, we devised an instore ‘treasure hunt’ where we created smaller, desktop cut-outs of the Vans Family characters and placed them throughout the main store to encourage consumers to venture beyond the campaign. Each character had their own unique QR code which gained more points as each character was found.

VANS_03_08_202015 2
 
We had a lot of fun working on this unique, visually dynamic campaign.
We’re proud that we designed, manufactured and installed such a playful and immersive 3D environment during the challenges of post-lockdown retail, whilst encouraging safe interaction and effectively highlighting the omni-channel purpose of the campaign.

 

Latest Case Studies

Find out what isinstore for you

Privacy & policy     •     Terms    •.    ©IsInstore, 2019