Puma 3D Window Display - Literally

In 2006, Riot Event + Sponsorship, a North American experimental marketing agency, installed a 3-D window display in a Toronto PUMA store. This window display was installed and timed perfectly. The PUMA window display was scheduled to be installed and shown just when the Toronto International Film Festival started that week. To get the whole affect of the 3-D image, you had to have 3-D PUMA glasses that was available inside for free. Because of this innovative and timed approach, I give them two thumbs up.

There are numerous reasons on why Riot Event + Sponsorship received the highly decorated two thumbs up from me. The two most popular factors for the thumbs up are the timing of the campaign and the 3-D glasses placement. These two factors are what hit me hard to think, 'Wow. How clever.' Though having a 3-D image as your window display is pretty unique, it's the most obvious reason about the campaign. Because it was so obvious, the genius creativity is decreased.

However after finding out that they positioned the campaign right when a big international event was being held, I thought 'Huh. That's a good idea.' The genius creativity is increased a little more. Then hearing that on lookers would have to walk into the store and ask for the free glasses, I thought, 'Genius!' Why you may ask? Simple. Impulsive buying.

By making the 3-D glasses only obtainable at the cashiers' station, prospective customers would have to walk into the store and go through the merchandise. Though many of us don't want to admit it, but a lot of us are impulsive buyers. Having to ignore sales racks or clearance items, just to get free 3-D glasses is crazy! (At least it is for me.) While I'm going through the effort to get my 3-D glasses, I might as well look around. This factor increases the chances of a purchase. So by making the 3-D glasses only available inside, the marketing agency put into consideration some people's ability to impulsively buy things. Genius. Playing on our bargain hunting and impulsive buying habits was just pure genius.

Remember next time you have to create a window display for your store. Find ways to get prospect clients into your store even if it's for something free and inexpensive. It will increase the chances of a sale.

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