SUNWASH CORRIDOR by Creature for Sierra Mist

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SUNWASH CORRIDOR

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Industry Soft Drinks
Media Promo & PR
Market United States
Agency Creature
Executive Creative Director Jim Haven, Matt Peterson
Art Director Eric Shabazz Larkin
Designer David Kaul
Producer Kaylin Fitzpatrick, Kathy Hughes
Released May 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: SIERRA MIST
Product/Service: SOFT DRINK
Agency: CREATURE
Date of First Appearance: May 9 2009 12:00AM
Entrant Company: CREATURE, Seattle, USA
Executive Creative Director: Matt Peterson (Creature)
Executive Creative Director: Jim Haven (Creature)
Art Director: Eric Larkin (Creature)
Writer: Andrew Jasperson (Creature)
Designer: David Kaul (Creature)
Senior Account Director: Steve Hawley (Creature)
Producer: Kathy Hughes (Creature)
Producer: Kaylin Fitzpatrick (Creature)
Project Manager: Anu Horsman (Creature)
Media placement: Interactive Walkthrough Experience Housed In A Shipping Container - Street Level Installations - 9 May 2009

Describe the objective of the promotion.
We set out to give people on the street a memorable experience while introducing them to Sierra Mist Ruby Splash, a new beverage that we dubbed “Liquid Sunshine.” We decided to create the Sierra Mist Ruby Splash Sunwashing Facility, a mobile unit that claimed to instill a sunnier disposition in those who entered it with a Sierra Mist Ruby Splash in their hand. The facility created several multi-sensory experiences within its walls, all centering around giving people different forms of sunshine.

Describe how the promotion developed from concept to implementation
The concept of a mobile Sunwashing Facility was quickly translated into a walkthrough experience housed within a re-engineered shipping container. This approach allowed for a simple, linear experience that kept people moving throughout the day. We determined which size container would be most easily transported and set up and then crafted the experience specifically to the demands and dimensions of the shipping container.

Describe the success of the promotion with both client and consumer including some quantifiable results
We brought the Sunwashing Facility to cities all across the country, to places like Chicago, New York and Washington D.C. where we delivered over 80,000 samples. Consumers got not only a great tasting beverage, but also a memorable experience, and the client had an instant hit that trumpeted the arrival of their newest product offering.

Explain why the method of promotion was most relevant to the product or service
We needed to create an experience that was highly visible, easy to engage, and commanded attention in our efforts to get samples into the hands of an audience that normally would be distracted at best, and maybe even reluctant to take samples from a traditional sampling effort. With the Sunwashing Facility, we created a massive presence that engaged people. Their curiosity towards the Facility’s presence allowed us to hand out samples and invite the audience into the facility. Building it in a shipping container allowed us to transport it to cities everywhere.