10/23/2020
WINTER IS COMING – GAME OF THRONES TAKES OVER
TURNING CONSUMER OBSESSION INTO BRAND AFFINITY
As the countdown to the final season of Game of Thrones neared, we worked with AT&T and HBO to honor those who made it one of the biggest television events in history: The fans. We transformed select AT&T locations into otherworldly spaces, giving visitors access to one-of-a-kind experiences. Fans were challenged to fight off white walkers in the "The Dead Must Die" AR mixed reality game, and battled them again in a 4D experience that had live, interactive elements including a moving platform and chilly blowing air. They also got up close and personal with real show elements, including costumes and iconic props, like the Iron Throne, and were invited to special in-store events, including a runway show and meet and greet moments with some of the show's stars. And to top it all off, lucky VIPs were given access to binge kits that set them up to properly catch up on the series before the final season premiered.
When all was said and done, fans were given incredible experiences that only AT&T and HBO Max could offer.
CAMPAIGN FOR FEMALE EDUCATION IDENTITY AUDIT & DESIGN
Creating alignment between brand position and identity to core mission
The Campaign for Female Education (CAMFED) is one of the world’s largest nonprofit organizations focused on girls’ education with incredible impact in villages across Sub-Saharan Africa. Since its inception in 1993, CAMFED has educated 2.6 million girls and improved learning environments for 5 million children. In the Fall of 2018, the Campaign for Female Education reached a 25-year landmark anniversary that would kick-off a year of celebration – with a focus on raising awareness and funds for the next chapter of the NGO. Twenty Four 7 conducted research into the awareness and understanding of “Camfed” as a name and logo identity. We found people were more likely to think “Camfed” had something to do with cameras, the federal government or feeding the hungry than serving as a global nonprofit focused on girls’ education. It was a classic example of an internal moniker or abbreviation being used for external audiences who were quick to dismiss it due to lack of awareness or understanding.
The Campaign for Female Education now precedes the shorthand of CAMFED – used in all-caps to denote an abbreviation. The logo bug, that was originally drawn in pencil on a napkin by the organization’s founder, was evolved to bring more human features to the figures of a young woman leading a girl to school. Typography, color, and patterns were obsessed to reflect the vibrant culture, landscape and energy of Africa.
BACKCOUNTRY WINTER POP-UP
CREATING A RETAIL EXPRESSION FOR A DIGITAL BRAND
Backcountry is an outdoor gear and apparel brand that has built a very successful online ecosystem. The brand engaged us to translate their existing ecommerce structure into a retail experience by creating their first brick and mortar space: a seasonal popup in NYC. Our goal was to offer a curated selection of winter product, while retaining the high level of service consumers had come to expect from the brand digitally. The best way for us to achieve this was to engage Backcountry's experts, or Gearheads as they're lovingly called. The Gearheads are a group of outdoor experts, gear enthusiasts, and customer service reps that are so deeply engrained in the industry, they're able to provide incomparable knowledge, one-of-a-kind adventures, and next level brand expertise to consumers. They weren't just in the space to make sales; they were there to ensure every guest had a personalized, insightful experience. To help guide these experiences, we worked engaging moments into the design of the space. A welcome screen highlighted which Gearheads were working that day. A multi-option light box allowed for goggle testing. A map invited guests to pin places they've visited. QR codes were placed alongside apparel to help shoppers find additional options online. An interactive phone shared interesting stories with listeners and allowed them to record their own. One-of-a-kind Outervention cards were created for shoppers to gift outdoor activities to loved ones for the holidays. And on select days, a snow cat sat outside serving beverages and providing photo ops.
SEATTLE CREDIT UNION BRAND POSITIONING
Brand building in a competitive, ever-changing marketplace
From 2008 to 2018, Seattle was ranked the fastest growing big city of the decade. It had more cranes in the sky than any other U.S. city, fastest growing home prices in the country, the second most popular city for immigrants, and six-figure job openings – many with six-figure salaries. The landscape – both physical and figurative – was changing daily. In the midst of this boom, Seattle Metropolitan Credit Union began a brand audit that would change the trajectory of the company. Twenty Four 7 was tapped to augment research, synthesize data and outline a strategic plan. We weren’t given a tangible deliverable like a retail experience design, or brand framework, or roadmap for marketing – though we did all of those things. We were asked to re-think their position in the marketplace and light a path to success.
What followed was a fruitful relationship between a group of entrepreneurs and a leadership team working to make a difference in the lives of all who call Seattle home. We changed everything from the name (now Seattle Credit Union) and logo identity, to a shift in branch design and operations, to storytelling, advertising and even product mix. Twenty Four 7 continues to partner with the city’s original credit union – Seattle’s partner in growth and prosperity.
AT&T AND WARNER BROS. TELEVISION PHOEBE STUNT
25 PHOEBES TAKE OVER NYC FOR A CAUSE
On a fall day in New York, heads turned, phones were filming, and people were smiling and singing along – as a Flash Mob of 25 Phoebe look-a-likes marched through Manhattan singing "Smelly Cat." The ladies with matching blonde braids and leather fringe jackets carried guitars, belted the lyrics, and otherwise made a scene in celebration of the 25th anniversary of Friends. The ladies rode the subway and made stops at Times Square, Grand Central Station, Union Square and the well-known apartment in Greenwich Village that inspired the façade on the Friends set. While entertaining crowds, posing for photos and signing autographs, they were also strumming up donations for a Phoebe-worthy cause: Best Friends Animal Society’s cat adoption program.
The stunt caught the attention of every passerby and landed coverage on Inside Edition. By day’s end, media coverage included the likes of Refinery29, AdAge, WPIX news and The Today Show.
Absolut Elyx Campaign
Introducing the first luxury vodka, meant to drink neat.
Vodka is typically defined as neutral – making it popular in mixed drinks. The introduction of Absolut Elyx, the world’s first single estate luxury vodka, required a shift in perception. In addition, the high-end pour was only available at exclusive bars and upscale restaurants in select cities. We developed a positionoing and messaging strategy to reach young, affluent jet-setters – drawing them in with the hand-crafted copper distillation process.
Banner ads and a rich-media video ran on Condé Nast websites including Vanity Fair, Style and Details.
To attract young affluents at CES in Las Vegas, we created bus wraps with copper and reflective vinyl to shimmer in the glow of the strip. Content was created for a 3-panel video wall and digital billboard at various locations around the city.
We developed a microsite – findelyx.com – where consumers were directed to distributors of the limited-availability spirit in their city, and given location specific cocktail recipes to reward their curiosity.
Shop! In-Store Communications Award: Gold
Individual Element: AT&T 1 Powell
A multi-screen experience zone at AT&T’s San Francisco flagship educated and inspired visitors about the possibilities of IOT technology. We were recognized for both the design of the space and the content it presented.
COLE HAAN POP-UP CUSTOMIZATION
STEERING REAL-TIME CUSTOMIZATION AT RETAIL
Cole Haan was looking to provide customization of the popular Driver Shoe silhouette at retail. The process would need to be simple and engaging for the consumer, all in a compact footprint.
Customization is about choice, so the pop-up experience would need to educate consumers on their options. An app was created for shoppers to view design inspiration and a staff member was on-site to assemble each personalized pair. Specialized tools fit inside the table for easy access and quick clean-up when not in use.
BREVILLE SOCIAL CAMPAIGN & GIFT GUIDE
HOLIDAY TRADITIONS CONNECT PEOPLE AND PRODUCTS
The holidays are a season of giving! Our assignment was to create a social campaign that pushed to Breville’s first ever online Gift Guide.
The focus was to “Celebrate Holiday Moments” around the world with good people and great food. Animations drew connections between locations, dishes, lifestyle moments, and product – amplifying and celebrating global holiday traditions.
You don’t have to be a chef to appreciate the power and precision of Breville products. To help shoppers identify gift ideas for people on their list, products were grouped into categories like: the Perfect Host, Caffeine-Obsessed, Health Nut and more.
In the tradition of giving, we shared more than product photos. A simple click expands an image to include a traditional holiday recipe, creative gift wrapping ideas or a detailed product description.
AT&T INTERACTIVE WINDOW
PUT YOUR OWN TOUCH ON VAN GOGH’S FAMOUS WORK
Van Gogh’s three versions of the painting ‘Bedroom at Arles’ were brought together for the first time in North America at the Art Institute of Chicago. This unprecedented union was chosen as the subject for Project Windows 2016 – a design contest for retailers on Michigan Ave. While each painting has slightly varying versions of the setting, the most impactful difference is the drastically changing expression of color from one painting to the other. We focused in on this attribute to create an interactive window, allowing passersby to touch the glass and change the colorscape of various elements of the iconic painting. The AT&T window won in three categories: People’s Choice Award, Art Institute Award, and Most Interactive Award.
GOLD A•R•E• AWARD
EXPERIENTIAL AREA IN RETAIL DESIGN: AT&T JOURNEY OF INNOVATION
Utilizing over 600 pieces of archival video, 137 years of documents, and countless artifacts, the Journey of Innovation leads visitors down an unparalleled path of exploration. The space features many interactive and award winning components, including a massive installation of the first words ever uttered through a telephone from Alexander Graham Bell to his assistant, “Come here, I want you.” We developed a series of interactive experiences to entertain and educate consumers about AT&T’s longest standing commitment – innovating for human progress. Through infographics, interactive 3D photography, and gaming, we dove deep into disaster relief, distracted driving prevention, crowdsourced innovation, education reform, and women in tech.
Nordstrom x Nike Takeover
An ode to Air Max.
In 2017, Nike celebrated 30 years of the iconic Air Max shoe at select Nordstrom locations in Chicago, Vancouver, Toronto and the Seattle flagship. A week-long retail takeover brought the concept of air to life, inside and outside the store. Creative merged the technology behind the Air Max, with the style statements made by those who wear the iconic shoe. The entire initiative took just four weeks from the initial kick-off meeting – through strategy, creative, production and installation in four cities, all on the same night. Images were shared across social channels with tags: #nordstromxnike #nikeairmax.
Northwest Regional ADDY Award: Gold
ABSOLUT ELYX LAS VEGAS STRIP LAUNCH
New work for Absolut Elyx hit the Vegas strip during CES in January. A digital billboard, 4-panel video wall and bus wraps raised awareness for the single-estate luxury vodka – available at high-end clubs in Sin City. An interactive campaign is also running on Conde Nast websites – pushing to a custom microsite.
Northwest Regional ADDY Award: Gold
GIANT JENGA
As part of an event, an oversized, 4-foot tall Jenga game was created and etched with information about our work and our clients. We tied prizes to certain bricks so even when the tower fell, participants left happy.
Wildlife Blocks Identity & Website
Artful, industrial space beckons PDX creative community
Casual, creative, communal – these words describe Portland and the new identity and website for the hyper-local Wildlife Blocks in Northeast PDX. Designed to differentiate from traditional office space – the work embraces an authentic Pacific Northwest vibe.
The identity system includes two buildings and adjacent parking space with leasing information for each available space.
A culture of creativity is shared by the tenants of the Wildlife Blocks – with links to each company’s website and a list of neighborhood haunts for shopping, dining and entertainment.
MALIBU CAMPAIGN
MALIBU LAUNCHES NEW GRAB-N-GO CANS WITH A SOCIAL FOCUS
Malibu was entering a new category with their first ready-to-drink offering that would merchandise on the beer aisle. We develop a positioning strategy and creative campaign with multiple entry points to raise awareness and induce trail in consumer markets.
We created a social gaming platform powered by Instagram – called the Official State of Summer. We asked people to post pictures of summer in their state with #malibucans #yourstate (e.g. #iowa) for a chance to win weekly prizes and help their home turf earn the title: Official State of Summer.
We took over Malibu’s social channels, posting to incentivize gameplay with weekly prizes and involved followers via retweets and Instagram comments to boost engagement. All entries were aggregated on a custom site – officialstateofsummer.com – where consumers could search images by State, Leaderboard, and likes. We created custom video content and downloadable ringtones for sharing.
Event activations at Spring Break in Panama City and Lake Havasu raised awareness and promoted game play with poolside drink samples swag – including a pair of bracelets with a note to keep one, and give one to a friend.
Several different states were in the running, including Alaska for a full week. In the end, sunny CA was named the Official State of Summer. The website transformed to celebrate all things California – including photo entries, Instagram player profiles and a list of favorite beaches, outdoor adventures, concert venues, watering holes and more.
Big Brothers Big Sisters Campaign
Calling a community to action: It’s Big Time.
Education is a global crisis – affecting not only the future of our children, but the economic and social stability of our communities and our world. That’s why we got involved with Big Brothers Big Sisters. When a child has a positive adult influence in their lives, they get the support, advise and encouragement they need to reach their full potential.
We did a deep dive with research, strategy and positioning. Creative focused on raising awareness and funds; and helping to recruit volunteer BIGS with the rally cry: It’s Big Time. A small business kit encouraged local companies to pledge an annual gift. Local banks and grocery stores solicited $1 donations from the public and posted graduation caps to show progress.
The response was BIG TIME. What could be bigger? The Hopscotch World Record. We created an event for BIGS, KIDS, and hundreds of community members to hop into the record books, onto local news coverage and across social media.
Northwest Regional ADDY Award: Silver
Retail: AT&T 1 Powell
Acknowledging the best in the advertising industry, the ADDY’s are the largest and most representative competition nationally. Our work for AT&T’s San Francisco flagship was recognized at the regional level for game changing design at retail.
The Art of Shaving Activation
Drawing a crowd for the launch of the Chelsea Collection.
To build hype for the launch of the Chelsea Collection – the first razor, brush and stand made exclusively by The Art of Shaving – we created activations in New York, Boston, Miami, Seattle, San Francisco and other major cities.
Artists used retail windows as a transparent canvas – illustrating scenes from inside the store. The live illustrations drew shoppers inside, where they were greeted with a hot towel, the first step in a perfect shave. Experts were on hand to personalize interactions based on an individual’s skin type, hairstyle and grooming routine.
NIKE POP-UP
NIKE ENERGY EVENT LIGHTS UP NBA ALL-STAR WEEKEND
Hype was generated for weeks and the Nike All-Star energy event delivered. Four domes lit up the night sky at the legendary corner of Hollywood and Vine with tributes to the game, its players, and loyal followers. Surface projections mapped Kobe Bryant’s highly anticipated feature film, “The Black Mamba.”
Three distinct areas were inspired by local neighborhoods; the streets of East LA, the surf culture of Orange County, and the glitz of Hollywood. Immersive experiences entertained onlookers while sharing stories of the game.
Deeper into the space, the new Kobe 6 was showcased on a wall surrounded by each individual Air Force One style to see play during an All-Star game. Placed adjacently was a retail customization zone where consumers could make Nike product their own.
The final experience zone was a half-court where the hoops were hot with 3-point and slam dunk competitions. At the top of the key was an ode to Nike and the styles that saw hardwood.
The space was hailed as "one of the biggest events off the court" generating media coverage and social engagement for weeks following the games.
CRIMES OF GRINDELWALD — FANTASTIC BEASTS TAKEOVER
Activating retail as entertainment space to fuel brand addiction
J.K. Rowling’s Wizarding World franchise is enormously successful with a built-in fan base, hungry for what’s next. We collaborated with AT&T and Warner Bros. to bring a bit of Hollywood magic to AT&T flagship stores. Every inch of the space was transformed to enhance key characters, scenes and storylines from the movie. We obsessed the consumer journey, analyzing the way consumers learn, interact, and build meaningful brand associations. Behavioral science is at the core of multiple entry-points for different types of consumer segments.
During the activation, sales of Premium Video were up 14%, Postpaid Voice was up 10% and Broadband up 55%.
Shop! In-Store Communications Award: Gold
Individual Element: AT&T 1 Powell
A multi-screen experience zone at AT&T’s San Francisco flagship educated and inspired visitors about the possibilities of IOT technology. We were recognized for both the design of the space and the content it presented.
Starbucks Strategy
Create a local consumer experience for a global retail network.
Starbucks is a mega-brand with thousands of locations around the world. Yet they offer one of the most personalized products on the market. Drink customization varies widely by size, number of shots, flavors, types of milk, hot or iced, and so on.
Despite its global brand status, Starbucks was looking to recapture the intimacy of a local coffee house. It’s where the brand started back when they were just a few cafés in Seattle. How could a brand experiencing massive growth provide a more personalized experience with a consistently great cup of coffee?
We provided strategic insights on culture and consumer behavior, then created a programming framework for each space. This allowed Starbucks stores, located just blocks from each other, to be viewed as individual cafés with different personalities that appeal to their consumers – without changing the architecture or retail footprint.
We find inspiration everywhere. Always curating. Layering information and ideas. Having access to what we love at all times is true freedom. It makes the work – if you call it that – better. Our culture is the magic. It’s not for everyone, and we’re good with that.
At Twenty Four 7, our mission is to celebrate the passions that drive each of us 24 hours a day, 7 days a week. We created the Quarter Note as a seasonal, curated collection of some of our favorites, all in the city that we love – Portland.
IN THE NEWS
We draw attention for a living. Here's what others have to say about that.
10/23/2020
Why a love affair during Covid is a great holiday marketing strategy
As seen in Portland Business Journal
We’ve entered month eight of a global pandemic. The holidays are quickly approaching, and many companies are nearing their biggest selling season.
This year is different though, and brands won’t be able to employ the same marketing strategies as in years past to engage customers. This year requires an approach that is deeply connected, authentic, and thoughtfully responsive to consumer needs during a time when nothing is status quo.
It’s time for companies and brands to invest in love affairs: to create that moment for customers when they can’t get enough, and they’ll defend it no matter what. With this love affair in place, consumers will spend more time with the brand, invest more deeply in the relationship, and be inspired to tell everyone about it.
The love affair is created by listening and genuinely exploring what makes your customer tick. What do they fear? What motivates them? When investing in your love affair, you must know that generally speaking, people can’t tell you what they want. You have to start showing up in a way that makes you stand out, and that speaks directly to their needs. Tapping into their emotions is the game worth winning.
Companies and brands ask: “How can we create this lasting connection without the ability to deliver physical touch points like full-service retail experiences, pop-ups, and events?” The answer is nimbleness. While many companies will focus on speed (to market), nimbleness is about being able to rework infrastructures and silos that have resisted change in the past, rather than quickly creating something that might work. It suggests adaption to market versus first to market. Nimbleness looks at what exists vs. what needs to exist, and deeply considers data to support its direction.
Creating a love affair doesn’t require the innovation of new technologies or tools, it requires the ability to get curious and to rethink resources that already exist, to explore how to use the tools you have in new, interesting ways. Asking yourself what can be quickly deployed meaningfully. In the past, consumers wanted to experience products and brands with touch, but Covid-19 has effectively ended this natural avenue to customer connection. So instead, we look at voice, motion, and facial recognition. We’re not creating new technology; we’re reinventing its deployment in fresh and exciting activations.
For example, we’re working with one of our retail clients to create a holiday program with layers of experiences. Included is a window that uses skeletal tracking cameras to activate when it captures swiping hand movements through the glass. We’re also using QR-coded interactions that will enable consumers to scan codes and be taken to a website that lets them control aspects of the experience.
The system will allow multiple people to affect and interact with the display at the same time, creating connections between the brand and consumer, as well as the consumers with each other. Additionally, we’re employing a “voting aspect” to constantly update the program across all locations, applying customer input and giving consumers what they want in real time.
After all, it’s this give and take that makes a love affair so meaningful, and it what’s missing most in brand to consumer relationships.
– Mimi Lettunich
07/17/2020
Our Commitment To Progress
07/17/2020
Our Commitment To Progress
As the spotlight of racial change sweeps the world, it gives us a chance to pause and reflect on what our organization has done to be a part of that movement. It’s both about the actions of our past and what we can affect moving forward. At TF7, we intentionally focus our efforts on the world’s youth and future entrepreneurs.
Building the world that we want starts by investing in our children. Disrupting decade-long cycles of systemic hardship is core to creating equality and elevating communities. Organizations we work with include Big Brothers Big Sisters, Rosemary Anderson High School, Campaign for Female Education, Quechua Benefit, and the African Foundation.
In concert with empowering future generations, we also invest in women and minority led businesses. With our incubator and accelerator program, TF7 offers its expertise in business strategy and brand marketing to support the severely underserved communities in the start-up world. This work contributes directly to individual entrepreneurs, VC’s or non-profit organizations focused on serving this community.
We are committed to these efforts in the long term and are actively seeking new partnerships that continue to enhance these core initiatives. We are excited to share three new opportunities we are working on and hope you will check back for updates. We are dedicated to sharing our progress and reinforcing that the work is never done.
Retail TouchPoints
03/30/2020
Backcountry Pop-Up Breaks Down The Barrier Between Indoors And Outdoors
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