Tiffany NYC's Pop-up Display Advertising
With the launch of Tiffany’s Paper Flowers jewelry collection, the legendary jewelry store Tiffany & Co used an innovative pop-up display advertising program to gives its building a new paint job and the effect was as wonderful as one might expect from a true New York City icon. Of course, this isn’t anything new for Tiffany & Co, they have always been at the forefront of exciting and engaging marketing and have led the way for many interesting and unique marketing trends in the city that never sleeps. The inspiration for the collection, the adorable paper flowers that every little girl made growing up, translated perfectly into the inspiration for the advertising display itself.
The popup displays were placed in key high traffic locations around the greater area of the store. One such display, a large watch face ringed in brilliant white with light pink and blue flowers on the face itself, was an actual functional clock, hung on the front of a building to grab the attention of passersby. Other displays such as the redoing of a popular sidewalk café in tiffany blue and white with “dogwoods” of white paper flowers on blue branches were a little more down to earth. The point of the displays was to add a few dollops of tiffany blue to the cityscape without it being too obvious that it was part of a marketing scheme. This concept of “exposure art” advertising is becoming more and more popular and more examples of it are being found all over the city now. For sure the concept will spread to other major metropolises as more brands discover its effectiveness. For now, Tiffany nyc has added a little extra charm and beauty to NYC and at the same time did a great job of advertising its Paper Flowers collection.
Tiffany & Co.: Transforming New York With Their Paper Flowers Campaign
Preparing For The Paper Flowers Campaign
The company launched their latest campaign, Tifany Paper Flowers, in May of 2018. During this campaign, they also launched their latest jewellry collection, "Believe In Dreams", using their signature Blue color to transform various parts of New York City. In the months before their campaign, the company Took down their IG page and all other social media accounts appeared with a basic black and white theme.
As the campaign drew closer, they posted photos on the social media accounts with hints of Tifany Blue to give their followers a glimpse of what's to come. They also held a special performance for their fans, complete with a musical number and well-known actresses. Their larger than life campaign, became one of the biggest, much elaborate campaign released by tiffany nyc. To date.
The Launch Of Paper Flowers
With New York City being their birthplace, they wanted to incorporate the city into their campaign, bringing the campaign to life in the hustle and bustle of the big city. As the campaign launched, items all across the city got painted in Tifany Blue. Dozens of taxi cabs received a new look, along with coffee carts carrying specialty drinks and desserts, to boast their subtle Tifany blue finish. In addition, large buckets outside of popular Bodega's got painted blue and filled with long-stemmed white paper flowers.
More so, several sub way stations received a Tifany Blue makeover, handing out limited edition cards, while professional BMX riders and skateboards did tricks outside their flagship store, supporting Tifany Blue gear. As a final touch, the atlas clock at their flagship store, got replaced with a digital clock that gave people walking by a behind the scenes look into the campaign.
