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EXPRESS Your Rules

Express
Shopping Mall Activation
Atlanta, Chicago and Dallas

Services Provided:

Asset Rental
Connected Hardware
User-Generated Content

Services Provided:

Asset Rental
Connected Hardware
User-Generated Content

Our task

Express asked us to conceptualize an in-store digital content experience to promote the launch of its Extended Sizing campaign.

They wanted to engage shoppers with an activation that supported the theme of body positivity portrayed by the campaign as a whole—one that celebrated all people as being billboard-worthy.

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Store-to-screen

A photobooth activation was a perfect fit for this project for a few reasons. For one, the deployment was planned to last four full weeks, making repeatable set-up and image consistency high priorities. We are experts in photo-focused activations; this familiarity helped us take the concept to a new level for Express.

To do so, we installed digital photobooths and giant flat screens in high-traffic malls located in Atlanta, Chicago and Dallas. Signage throughout the malls invited shoppers to visit Express and pose for a photo as they explored the new release. A custom branded overlay was added to each image before they were projected onto the digital screens in real-time—including one installed in Express’ storefront window. Each capture was printed and served as a personalized takeaway coupon.

Store-to-screen

A photobooth activation was a perfect fit for this project for a few reasons. For one, the deployment was planned to last four full weeks, making repeatable set-up and image consistency high priorities. We are experts in photo-focused activations; this familiarity helped us take the concept to a new level for Express.

To do so, we installed digital photobooths and giant flat screens in high-traffic malls located in Atlanta, Chicago and Dallas. Signage throughout the malls invited shoppers to visit Express and pose for a photo as they explored the new release. A custom branded overlay was added to each image before they were projected onto the digital screens in real-time—including one installed in Express’ storefront window. Each capture was printed and served as a personalized takeaway coupon.

Store-to-screen

A photobooth activation was a perfect fit for this project for a few reasons. For one, the deployment was planned to last four full weeks, making repeatable set-up and image consistency high priorities. We are experts in photo-focused activations; this familiarity helped us take the concept to a new level for Express.

To do so, we installed digital photobooths and giant flat screens in high-traffic malls located in Atlanta, Chicago and Dallas. Signage throughout the malls invited shoppers to visit Express and pose for a photo as they explored the new release. A custom branded overlay was added to each image before they were projected onto the digital screens in real-time—including one installed in Express’ storefront window. Each capture was printed and served as a personalized takeaway coupon.

Store-to-screen

A photobooth activation was a perfect fit for this project for a few reasons. For one, the deployment was planned to last four full weeks, making repeatable set-up and image consistency high priorities. We are experts in photo-focused activations; this familiarity helped us take the concept to a new level for Express.

To do so, we installed digital photobooths and giant flat screens in high-traffic malls located in Atlanta, Chicago and Dallas. Signage throughout the malls invited shoppers to visit Express and pose for a photo as they explored the new release. A custom branded overlay was added to each image before they were projected onto the digital screens in real-time—including one installed in Express’ storefront window. Each capture was printed and served as a personalized takeaway coupon.

Store-to-screen

A photobooth activation was a perfect fit for this project for a few reasons. For one, the deployment was planned to last four full weeks, making repeatable set-up and image consistency high priorities. We are experts in photo-focused activations; this familiarity helped us take the concept to a new level for Express.

To do so, we installed digital photobooths and giant flat screens in high-traffic malls located in Atlanta, Chicago and Dallas. Signage throughout the malls invited shoppers to visit Express and pose for a photo as they explored the new release. A custom branded overlay was added to each image before they were projected onto the digital screens in real-time—including one installed in Express’ storefront window. Each capture was printed and served as a personalized takeaway coupon.

Store-to-screen

A photobooth activation was a perfect fit for this project for a few reasons. For one, the deployment was planned to last four full weeks, making repeatable set-up and image consistency high priorities. We are experts in photo-focused activations; this familiarity helped us take the concept to a new level for Express.

To do so, we installed digital photobooths and giant flat screens in high-traffic malls located in Atlanta, Chicago and Dallas. Signage throughout the malls invited shoppers to visit Express and pose for a photo as they explored the new release. A custom branded overlay was added to each image before they were projected onto the digital screens in real-time—including one installed in Express’ storefront window. Each capture was printed and served as a personalized takeaway coupon.

Store-to-screen

A photobooth activation was a perfect fit for this project for a few reasons. For one, the deployment was planned to last four full weeks, making repeatable set-up and image consistency high priorities. We are experts in photo-focused activations; this familiarity helped us take the concept to a new level for Express.

To do so, we installed digital photobooths and giant flat screens in high-traffic malls located in Atlanta, Chicago and Dallas. Signage throughout the malls invited shoppers to visit Express and pose for a photo as they explored the new release. A custom branded overlay was added to each image before they were projected onto the digital screens in real-time—including one installed in Express’ storefront window. Each capture was printed and served as a personalized takeaway coupon.

Store-to-screen

A photobooth activation was a perfect fit for this project for a few reasons. For one, the deployment was planned to last four full weeks, making repeatable set-up and image consistency high priorities. We are experts in photo-focused activations; this familiarity helped us take the concept to a new level for Express.

To do so, we installed digital photobooths and giant flat screens in high-traffic malls located in Atlanta, Chicago and Dallas. Signage throughout the malls invited shoppers to visit Express and pose for a photo as they explored the new release. A custom branded overlay was added to each image before they were projected onto the digital screens in real-time—including one installed in Express’ storefront window. Each capture was printed and served as a personalized takeaway coupon.

Malls of America

Detailed behind-the-scenes planning ensured the campaign ran smoothly in each market. Working closely with local Express store management, we scouted locations and identified signage opportunities in all three cities.

In addition, we were made responsible for daily creative content delivery, including animated GIFs, still photos and video clips. Users received a digital copy of their photo to post on social media or share via email or text.

Malls of America

Detailed behind-the-scenes planning ensured the campaign ran smoothly in each market. Working closely with local Express store management, we scouted locations and identified signage opportunities in all three cities.

In addition, we were made responsible for daily creative content delivery, including animated GIFs, still photos and video clips. Users received a digital copy of their photo to post on social media or share via email or text.

Malls of America

Detailed behind-the-scenes planning ensured the campaign ran smoothly in each market. Working closely with local Express store management, we scouted locations and identified signage opportunities in all three cities.

In addition, we were made responsible for daily creative content delivery, including animated GIFs, still photos and video clips. Users received a digital copy of their photo to post on social media or share via email or text.

Malls of America

Detailed behind-the-scenes planning ensured the campaign ran smoothly in each market. Working closely with local Express store management, we scouted locations and identified signage opportunities in all three cities.

In addition, we were made responsible for daily creative content delivery, including animated GIFs, still photos and video clips. Users received a digital copy of their photo to post on social media or share via email or text.

Malls of America

Detailed behind-the-scenes planning ensured the campaign ran smoothly in each market. Working closely with local Express store management, we scouted locations and identified signage opportunities in all three cities.

In addition, we were made responsible for daily creative content delivery, including animated GIFs, still photos and video clips. Users received a digital copy of their photo to post on social media or share via email or text.

Malls of America

Detailed behind-the-scenes planning ensured the campaign ran smoothly in each market. Working closely with local Express store management, we scouted locations and identified signage opportunities in all three cities.

In addition, we were made responsible for daily creative content delivery, including animated GIFs, still photos and video clips. Users received a digital copy of their photo to post on social media or share via email or text.

Malls of America

Detailed behind-the-scenes planning ensured the campaign ran smoothly in each market. Working closely with local Express store management, we scouted locations and identified signage opportunities in all three cities.

In addition, we were made responsible for daily creative content delivery, including animated GIFs, still photos and video clips. Users received a digital copy of their photo to post on social media or share via email or text.

Malls of America

Detailed behind-the-scenes planning ensured the campaign ran smoothly in each market. Working closely with local Express store management, we scouted locations and identified signage opportunities in all three cities.

In addition, we were made responsible for daily creative content delivery, including animated GIFs, still photos and video clips. Users received a digital copy of their photo to post on social media or share via email or text.

The impact

EXPRESS Your Rules photobooth coupons generated a 40% redemption rate and helped lift monthly sales figures in each activated market.

By the numbers:

4-week extended activation

40% coupon redemption rate

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