| Brand | DEPECHEMODE |
| Product/Service | 6:05 |
| Entrant | JWT Beirut, LEBANON |
| Category | Merchandising/In-store Marketing & Point of Purchase Displays |
| Entrant Company: | JWT Beirut, LEBANON |
| Sales Promotion/Advertising Agency: | JWT Beirut, LEBANON |
The Brief
The store’s façade - The ‘Cuckoo’s Nest’ - was developed and built with a dual purpose:
It becomes a promotional tool for the ever-changing line of products on offer and events on show, and also activates the beginning of the daily happy hours.
Describe how the promotion developed from concept to implementation
To announce the beginning of the daily Happy Hour, we revisited the classic cuckoo clock. We built a 5-meter high mechanical computerized structure. Made of 22 cuckoos that were pre-programmed to go ‘cuckoo’ at 6:05 sharp.
Base on a system of magnetic and interchangeable elements that display messages relevant to the space’s experience and offerings, the store’s façade transforms into a versatile and engaging promotional tool.
Describe the success of the promotion with both client and consumer including some quantifiable results
Since its launch, 6:05® has been hosting daily Happy Hours, and weekly music & art interventions, with an average of 70 to 100 people attending the 3-hour events. More than 30% of attendees had not received ‘formal’ invitations, but were random passers-by who were attracted and intrigued by the Cuckoo’s Nest installation that enticed them to walk in.
Explain why the method of promotion was most relevant to the product or service
With a flexible event-based concept and an ever-changing hard-to-find products, 6:05® is an experiential space that constantly reinvents itself. This installation was built to adapt to this on-going change, and glorify it by regularly triggering the crowd with a new visual and engaging experience..
Credits