Back Market: Back to School NYC
Challenge
To deliver a cut-through campaign that would raise awareness of the digital divide and help increase donations of unused tech to be gifted to NYC students.
Solution
A truly integrated initiative, “Send Your Laptops Back to School” incorporated OOH, guerilla popups and social campaign. We worked alongside Back Market’s PR, Social and Digital teams to execute a seamless multi-channel campaign – the pinnacle of which was our ‘Donation Day’ community party in Williamsburg, Brooklyn.
After creating awareness and buzz through OOH, influencers and digital campaigns, we took a Back Market branded school bus on a tour around high footfall and tech affluent areas of New York City, including Greenwich Village and the Meatpacking District, to help create hype and drive awareness ahead of the main event.
In collaboration with Artists and Fleas Williamsburg we delivered an immersive community party designed to educate visitors on the Back Market proposition, as well as help drive brand affiliation through fun, school-themed experiences. Whilst donating unused tech, visitors could pose for "class of 23" yearbook Polaroid photos, upcycle thrifted sweatshirts with unique Back Market illustrations and enjoy entertainment from high school DJs Sophia Rocks and twins DJs Amira & Kayla.
