GHD Iced Luxe Activation

The Challenge

We were approached by GHD to create an immersive and engaging popup for Westfield London, to showcase their new iced luxe collection, with a focus on data capture in an organic way. It was absolutely key that this popup was more than just a visually interesting retail stand, we wanted to ensure that we were creating engaging moments throughout all elements of the activation, from initially enticing them into the popup, through to takeaway moments for the brand impression & loyalty to continue, all the way through to added value for consumers that converted to a sales at the popup.

The Execution

We began with looking at the non-negotiables for the activation within the set space we were given by Westfield, and then worked from there to see what we could add to make it a unique moment of brand engagement with consumers. We began with a tried and trusted branded photo-booth, that ticked two boxes of a memorable takeaway, as well as a way to capture data.

We knew we needed to add further interactivity to the activation, therefore added in 2 GHD Styling stations so that consumers had the opportunity to engage and interact with the actual products they can purchase. Lastly, we wanted to provide a way to get consumers to convert to a sales with us at the activation, vs with another GHD retailer. To tick this box, we created a custom ski pass which would be given to all consumers, allowing them a go on our branded giveaway locker system and win GHD prizes.