Best Consumer Environment/Exhibit

Program Name: Motel No Tell
Client: Nike
Agency: NRG Marketing

Nike 6.0, the brand’s action sports division, wanted to make authentic connections and show its commitment to the tight-knit California surfing and action sports community by creating a platform that resonated with core consumers. The result was a temporary environment that mixed all of the best elements of a perfectly placed pop-up shop with the laidback vibe of a house party. Its name: The Motel No Tell.
The environment was housed in a rented historic beach motel featuring all of the retro-inspired charm befitting its age (it was built in 1946) and its location, San Clemente, CA, a haven for SoCal surfers. Beach boys and girls were invited to explore the branded spaces through the motel’s 16 bright turquoise doors. Behind each were 16 different environments styled by artists and athletes well known within the surfing community. Room themes ranged from surfer Zen to old school ’70’s and included design touches like shag carpet, vintage video games, wall murals and other kitschy objects.

In the retail lobby, visitors could check out the latest Nike 6.0 products and get their pieces customized on the spot with a laser machine, dye sublimation process and through the work of live artists. At kiosks, customers could play with NikeID online to design their own shoes. Other rooms included internet kiosks, a Nike ID gaming arcade, a Guitar Center music room, food service facilities and Surfboard Storage. Nike also transformed the parking lot into a grassy patio where it held barbeques and ping-pong tournaments and invited folks to hang out. The pop-up also served as a central hub for surfers and fans during the Hurley WCT event at nearby Trestles, one of Orange County’s top surfing hot spots.

Rather than activating at nearby Huntington Beach, Nike selected the smaller San Clemente area to create more intimate experiences with its target, 14- to 18-year-old action sports enthusiasts, and the local surfing community. The strategy effortlessly mapped back to the brand’s desire to make connections with its core consumers in a way that felt authentic. To back that up, Nike hired local surfers to staff the Motel and invited a steady stream of surfing legends, Nike-sponsored surf, wake and BMX athletes, snowboarders and musicians and artists to engage with consumers at the Motel. The Motel reached further into the community to host Stoked LA, an organization working with at-risk, inner-city youth. Even the owner of the classic California seaside inn is a surfer. Consumers could follow all of the action on themotelnotell.com, which included an online store and event calendar along with daily updates and photos.

The Motel No Tell was unexpected, original and authentic. We call it a perfect ten.

Program Name: United 2009
Client: Mini
Agency: George P. Johnson

For the Mini United event that was established to reach out to the brand’s loyal fans, Mini knew it had to go the extra mile for its 50th year. The goals were to take attendance from 8,000 to 20,000 and, most importantly, to celebrate the 50th birthday of the brand. The Silverstone Circuit in London was chosen as the best possible location to offer the nostalgic appeal and logistical requirements while being a location that would ensure the attendance of Mini aficionados and press. On-site, the brand set up exhibition areas with more than 100 Mini show cars and a theme park with four festival thematic lines: Mini 50 Years, Mini Racing, Mini Maniac and Mini Adventures. At the conjunction of the four festival lines, the Mini Grand Central area acted as the heart of the event.

Special events included a birthday concert with an all-star line-up and celebrity interviews. Throughout the festival area, visitors experienced the lifestyle and history of Mini. The invited aficionados had the opportunity to take their own Minis on the track, attend driver trainings and watch the professional races, and in the end, 2,700 of them did.
 

Program Name: Panamera Launch
Client: Porsche
Agency: PierceSmartfusion

In 2009, Porsche introduced its newest luxury sedan, the Panamera. For the North American regional launch at the 2009 Monterey Peninsula Automotive Week, the goal was to conduct 1,000 behind-the-wheel consumer experiences to provide the Porsche dealer network system with qualified leads. To do so, the brand created a structure that stood out from the crowd at the show and gave the impression of being a permanent dealership.

The entire environment was designed to support the test drive program, facilitating a premium experience for the target, an affluent, experienced male consumer. In order to connect with this audience, the brand chose a curve-shaped tent structure with a distinct silhouette that fit well into the existing natural landscape and appeared to be a permanent structure. Its height stood out from the landscape and the glass front created an open façade by day that lent itself well to dramatic illumination at night.