Target Promo, Case study KALEIDOSCOPIC FASHION SPECTACULAR by Mother New York

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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market United States
Agency Mother New York
Released August 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: TARGET
Product/Service: TARGET
Date of First Appearance: Aug 18 2010
Entrant Company: MOTHER NEW YORK, USA
Agency: Mother (New York)
Lighting: (Bionic League)
Content/Show Directors:: (Legs)
Stylist: (Mel Ottenberg)
Choreography: (Ryan Heffington)
Score: (Sam Spiegel)
Media placement: OOH - All Over NYC - August 2010
Media placement: Live Event - Standard Hotel - August 18, 2010
Media placement: YouTube Video - YouTube - September 2010

Insights, Strategy & the Idea
Last spring, Target asked for a fashion show that would showcase their new fall line and create buzz during New York’s fashion week. But as a department store known for affordable style, stacking up against the world’s most couture fashion labels was no easy task. To be noticed in an already over-saturated and cynical market, Target needed to produce something spectacular.

Creative Execution
It took 66 dancers, 25 models, an original score, 44,640 LED bulbs, a month of rehearsals, one cordoned off city block and 155 rooms in New York’s Standard Hotel. Named the Target Kaleidoscopic Fashion Spectacular, the event reinvented the fashion show by using all 18 stories of the hotel’s windows to showcase the brand and it’s fall fashion while providing a 20-minute light, sound and dance spectacle for the thousands of spectators on the streets below.

Results and Effectiveness
Streamed live on Facebook and disturbed as an online film, the Spectacular has received 160 million impressions across media and has been shared online over 12.6 million times.