SK-II

Making Tokyo even more beautiful

Plan of Attack:

Procter & Gamble’s high-end skincare brand SK-II had a lofty goal: find a memorable way to connect with millennial professional women in one of the world’s busiest cities, during the busiest time of year. Rising above the clutter during the holiday season always presents special challenges. In a city like Tokyo, it’s even more difficult.

Our solution? The Wonderland pop-up. Using SK-II’s holiday product line as inspiration, we created a stunning retail experience in the heart of Tokyo. Here, select guests would find novel ways to tap into their creativity as they immersed themselves in a magical interactive space.

To launch the project, Street Attack sent AR-enabled invitations directly to 500 global influencers. This provided them an alluring first glimpse of the big event. The pop-up itself was stunning, and highly experiential. It featured 26 mobile-first modules, plus physical and digital elements women could explore via the magic of Augmented Reality.

We also gamified the space, including irresistible activities like helping guests determine the true age of their skin.

Making Tokyo even more beautiful

Plan of Attack:

Danone NA wanted to gain maximum leverage from their Oikos Greek Yogurt/NFL partnership. The 2019 NFL Draft was happening in Nashville, making it the perfect location for our comprehensive 360˚ blitz.

Street Attack responded by producing a citywide scavenger hunt dubbed Fuel Your Hustle. Prizes included a pair of coveted tickets to the 2020 Super Bowl. We amplified the effort by engaging local micro-influencers, then covered the city with highly-targeted alternative OOH media, wild postings, fly boards and redeemable static clings.

This project also provided us the opportunity to engineer the first-ever brand takeover of the highly-visible downtown Pedal Tavern, powered by our energetic team of Oikos brand ambassadors. A local retail partnership with Jessie James Decker’s breakout Kittenish clothing brand rounded out the effort. To extend the campaign’s reach even further, we produced video recaps and teasers for use on social media.