Following Up On American Standard’s Umbrella Campaign
Gail Chiasson, North American Editor
As we expected, American Standard decided to provide an experiential portion Thursday (June 16. 2016) to its Umbrella campaign on Clear Channel Outdoor screens that’s been engaging New Yorkers and tourists in Time Square.
Thusday’s event was inspired by an ‘Art of Bathing’ study conducted by American Standard. The company – which wants its brand to be known for more than toilets – wanted to examine how much more multifaceted the bathing and showering experience actually is, in order to ensure that it is consistently providing the most innovative products that help make lives easier and the bathing experience more rewarding.
The company had surveyed 1,200 consumers across the US, between the ages of 18 to 65, yielding intriguing findings on rituals and habits that occur behind the shower curtain, and including singing in the shower.
On Thursday, in the heart of Times Square, American Standard literally brought the results to life through a fun, experiential event in which visitors were able to explore a complete, interactive event space that included three separate bathroom vignettes using American Standard products: two shower spaces and one freestanding tub space – and included virtual reality karaoke for guests to ‘experience’ singing in the shower or in the inside of a bathtub.
Production staff assisted the performers by setting up the virtual reality goggles and executing the karaoke experience, once the user picked a favorite song.
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