Jacob / Experiential

Jacob

Target

Young professional women, 18-34 years old

Markets

Montreal, Toronto and Vancouver

Objective

Generate drive-to-store

Strategy

Stunt: Newad placed a rack of branded t-shirts at strategic high-traffic locations in downtown Montreal, Toronto and Vancouver. The black & white t-shirts were branded “Jacob” with a call-to-action “Take me to the store!” written on them.

Passers-by could take one or two free t-shirts.

The goal was to generate drive-to-store by encouraging women to return the t-shirt to any Jacob, where they would benefit from 25% off their purchase.

Media extension: Additional racks with t-shirts were placed in bathrooms throughout Newad’s RestoBars network during happy hour to support the campaign.

Results

A total of 16 stunts in 3 markets

1,210 T-shirts distributed

Average of 12 minutes for racks of 60 shirts to empty