The Cube:Takeover
When COVID-19 restrictions began to lift in 2021, Canada’s leading vaping brand knew it needed to go beyond the virtual and bring its brand identity to life. From this, “THE TAKEOVER” was conceived.
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Taking over thestreets of Toronto.
The goal was to excite Torontonians by having them experience the brand in the most immersive and stimulating way possible. We didn’t want to just teach people about the brand. We wanted them to feel re-inspired.
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Encircled by projectionsand an AR experience.
A large and mysterious black cube was planted by our team in the heart of Toronto’s busy King St W. strip. LED strips led visitors to the entrance, and inside, brand ambassadors greeted them as guides.
Encircled by projections of cities and sensory shapes and flavors, visitors became deeply immersed in the creative spirit of the brand. Through a branded AR web app, visitors could be guided to the Toronto store, and using the app’s technology, participants got a chance to win prizes.
We also were responsible for all the social media assets for THE TAKEOVER’s entire run. Our expertise in online campaigns resulted in high engagement rates, allowing the brand to gather ample data to understand their consumers and fans better. This is a testament to our ability to maintain brand growth long after the event is over.
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A vanguard inCanada's vapingindustry.
THE TAKEOVER was a great success, receiving over 6 million impressions and 12,000 unique engagements online and offline. Almost 3,000 visitors spent an average of 12 minutes inside the installation, while 252 visitors engaged with the AR experience. Thanks to our work on this campaign, the brand achieved awareness with consumers in a novel and exciting way and helped contribute to its growth in the Canadian vaping industry.
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