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Unlock The Night

Express
Shopping Mall Activation
Nationwide

Services Provided:

3D Installation
Custom Fabrication
Giveaways
Shipping and Storage
Staffing
Store Opening
Sweepstakes

Services Provided:

3D Installation
Custom Fabrication
Giveaways
Shipping and Storage
Staffing
Store Opening
Sweepstakes

Our task

Express asked us to design a unique interactive mall activation in promotion of new store openings in six major markets.

We set out to surprise and delight shoppers with entry into a high-value sweepstakes while supporting Express’ stated desire to drive customer loyalty sign-ups and holiday foot traffic.

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Unlock The Night

Unlock The Night deployed promotional models to distribute custom prize redemption keys to holiday shoppers. The keys could be used to open prize lockers in the nearby Express store. Winning keys unlocked gift cards worth up to $500.00.

Custom sets of steel lockers were designed and fabricated to support the campaign. The lockers’ tactile realness stirred nostalgia and charmed entrants of all ages, adding a unique visual attraction that helped draw attention from the mall's main corridors.

Unlock The Night

Unlock The Night deployed promotional models to distribute custom prize redemption keys to holiday shoppers. The keys could be used to open prize lockers in the nearby Express store. Winning keys unlocked gift cards worth up to $500.00.

Custom sets of steel lockers were designed and fabricated to support the campaign. The lockers’ tactile realness stirred nostalgia and charmed entrants of all ages, adding a unique visual attraction that helped draw attention from the mall's main corridors.

Unlock The Night

Unlock The Night deployed promotional models to distribute custom prize redemption keys to holiday shoppers. The keys could be used to open prize lockers in the nearby Express store. Winning keys unlocked gift cards worth up to $500.00.

Custom sets of steel lockers were designed and fabricated to support the campaign. The lockers’ tactile realness stirred nostalgia and charmed entrants of all ages, adding a unique visual attraction that helped draw attention from the mall's main corridors.

Unlock The Night

Unlock The Night deployed promotional models to distribute custom prize redemption keys to holiday shoppers. The keys could be used to open prize lockers in the nearby Express store. Winning keys unlocked gift cards worth up to $500.00.

Custom sets of steel lockers were designed and fabricated to support the campaign. The lockers’ tactile realness stirred nostalgia and charmed entrants of all ages, adding a unique visual attraction that helped draw attention from the mall's main corridors.

Unlock The Night

Unlock The Night deployed promotional models to distribute custom prize redemption keys to holiday shoppers. The keys could be used to open prize lockers in the nearby Express store. Winning keys unlocked gift cards worth up to $500.00.

Custom sets of steel lockers were designed and fabricated to support the campaign. The lockers’ tactile realness stirred nostalgia and charmed entrants of all ages, adding a unique visual attraction that helped draw attention from the mall's main corridors.

Unlock The Night

Unlock The Night deployed promotional models to distribute custom prize redemption keys to holiday shoppers. The keys could be used to open prize lockers in the nearby Express store. Winning keys unlocked gift cards worth up to $500.00.

Custom sets of steel lockers were designed and fabricated to support the campaign. The lockers’ tactile realness stirred nostalgia and charmed entrants of all ages, adding a unique visual attraction that helped draw attention from the mall's main corridors.

Unlock The Night

Unlock The Night deployed promotional models to distribute custom prize redemption keys to holiday shoppers. The keys could be used to open prize lockers in the nearby Express store. Winning keys unlocked gift cards worth up to $500.00.

Custom sets of steel lockers were designed and fabricated to support the campaign. The lockers’ tactile realness stirred nostalgia and charmed entrants of all ages, adding a unique visual attraction that helped draw attention from the mall's main corridors.

Unlock The Night

Unlock The Night deployed promotional models to distribute custom prize redemption keys to holiday shoppers. The keys could be used to open prize lockers in the nearby Express store. Winning keys unlocked gift cards worth up to $500.00.

Custom sets of steel lockers were designed and fabricated to support the campaign. The lockers’ tactile realness stirred nostalgia and charmed entrants of all ages, adding a unique visual attraction that helped draw attention from the mall's main corridors.

Curiosity was key

Unlock the Night acted as a quick-to-deploy, hand-to-hand tactic for driving in-store traffic to Express retail stores during peak holiday shopping season.

We theorized that gifted keys would provide shoppers with an optimistic sense of unforeseen opportunity. This proved true with a campaign redemption rate of more than 65%.

Curiosity was key

Unlock the Night acted as a quick-to-deploy, hand-to-hand tactic for driving in-store traffic to Express retail stores during peak holiday shopping season.

We theorized that gifted keys would provide shoppers with an optimistic sense of unforeseen opportunity. This proved true with a campaign redemption rate of more than 65%.

Curiosity was key

Unlock the Night acted as a quick-to-deploy, hand-to-hand tactic for driving in-store traffic to Express retail stores during peak holiday shopping season.

We theorized that gifted keys would provide shoppers with an optimistic sense of unforeseen opportunity. This proved true with a campaign redemption rate of more than 65%.

Curiosity was key

Unlock the Night acted as a quick-to-deploy, hand-to-hand tactic for driving in-store traffic to Express retail stores during peak holiday shopping season.

We theorized that gifted keys would provide shoppers with an optimistic sense of unforeseen opportunity. This proved true with a campaign redemption rate of more than 65%.

Curiosity was key

Unlock the Night acted as a quick-to-deploy, hand-to-hand tactic for driving in-store traffic to Express retail stores during peak holiday shopping season.

We theorized that gifted keys would provide shoppers with an optimistic sense of unforeseen opportunity. This proved true with a campaign redemption rate of more than 65%.

Curiosity was key

Unlock the Night acted as a quick-to-deploy, hand-to-hand tactic for driving in-store traffic to Express retail stores during peak holiday shopping season.

We theorized that gifted keys would provide shoppers with an optimistic sense of unforeseen opportunity. This proved true with a campaign redemption rate of more than 65%.

Curiosity was key

Unlock the Night acted as a quick-to-deploy, hand-to-hand tactic for driving in-store traffic to Express retail stores during peak holiday shopping season.

We theorized that gifted keys would provide shoppers with an optimistic sense of unforeseen opportunity. This proved true with a campaign redemption rate of more than 65%.

Curiosity was key

Unlock the Night acted as a quick-to-deploy, hand-to-hand tactic for driving in-store traffic to Express retail stores during peak holiday shopping season.

We theorized that gifted keys would provide shoppers with an optimistic sense of unforeseen opportunity. This proved true with a campaign redemption rate of more than 65%.

The impact

“It definitely drove traffic into the store. Once the EXPRESS associates figured out the best way to capitalize on that traffic, it drove volume as well. The team exceeded their Next Loyalty goal because of Unlock The Night. On average, 20 people signed up for the loyalty program per day. On Saturday, associates signed up 105 people!”

Heather Wingfield,
District Manager.

By the numbers:

3,000 keys distributed

$6,000 total prize pool

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