With only 3 weeks lead time Midfield had to move quickly to meet critical activation timelines and propel this program to a point where it could launch on-time and to the expectation of key stakeholders. Our approach was to build a larger than life mobile pop-up closet using materials and design elements borrowed from existing EXPRESS store design, putting on display the brand’s must have fashion-essentials. We then leveraged an existing gift card giveaway promotion and high-value catalogue & couponing strategy to entice visitors to make the journey from mobile closet to store so they could take advantage of amazing in-store promotions!
The ‘EXPRESS Essentials’ closet became an eye-catching, customer-stopping, backdrop to our rep driven gift card giveaway contest. In addition to shopping our closet for their favourite styles and winning EXPRESS gift cards valued at $25 – $500 dollars, all those who engaged with the brand during TIFF were rewarded with custom “EXPRESS Your Style” cloth shopping bags. Bags were silkscreened live at the event and featured their favourite TIFF event taglines. This strategy successfully had customers walking away from the ‘Essentials’ Pop-Up closet with a better understanding of the EXPRESS brand and it’s fashionable retail offering, It was also responsible for an immediate doubling of daily traffic and sales at all stores within walking distance of the event.