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.