All that glitters is gold at the PUMA® Braamfontein Flagship Store launch
BRANDSROCK was briefed to manage pre-activations & host a Gold Rush-themed street party to celebrate the opening of the new PUMA® store in Braamfontein, Johannesburg.
The store was launched with a bang on Friday night, 24 August. The result - #PUMADigsEgoli lit up Jozie big time.
Prior to the main event on Friday evening, BRANDSROCK created a buzz with three activations held at the Neighbourgoods Market, which invited market-goers to interact with Giant Jenga sets. Further activation elements included a clock card that rewards consumers with a 45% discount at the Braamfontein store once they've received stamps at neighboring stores Great Dane, POST, Kitchener's and Lomography.
The opening night was a star studded VIP affair that hosted bloggers like Mike Sharman, Mika Stefano, Man of the Cloth and Brandslut, as well as PUMA® ambassadors Doc Khumalo, Zubz and Mpho Popps. The streets around the store were closed off and neighboring hotspots Great Dane, Kitchener's and POST provided food stalls.
Guests were greeted with a custom welcome cocktail ('BOLT goes BOS', specially made using BOS Ice Tea, Smirnoff Vodka and fresh pineapple) and then proceeded to an entertainment area where they were treated to performances by DJ Fixx, Matt Suttner, Tumi ft. Yesterday's Pupil and DJ Keyes throughout the night. Further surprises included a balloon artists and an interactive photo booth. Food was supplied by Great Dane.
During the event guests were treated to an exclusive first look and shopping experience at 45% discount before the store officially opened to the public on the following Saturday morning.
By all accounts and judging by media & blogging coverage afterwards, this was a street party that left the PUMA® stamp on Braamfontein in a big way.
Overall Successes:
• 300 expected guests, 300 + attendees
• 64% increase in expected sales for the night
• Trended on Twitter twice on the night.
PS: Did we mention that our friends at MINI SA gave us 2 MINI's to amplify the campaign.
Photographs by the always-awesome Paul Ward.