(Courtesy Fallon)
HomeGoods took its “Never Shop the Same” platform quite literally, supersizing everyday home finds for a larger-than-life experiential activation in Chicago’s Pioneer Court.
Created with Fallon, the installation transformed familiar HomeGoods products into oversized displays, bringing the retailer’s unexpected shopping experience into the real world.
Running September 9–13, the activation gave Chicagoans a chance to explore, photograph and interact with the giant products while unlocking surprises designed to extend the experience beyond Pioneer Court and into nearby HomeGoods stores.
Each installation featured a signature HomeGoods price tag hanging from the oversized item. But instead of the usual barcode, visitors found a QR code they can scan with a mobile device.
The code took participants to a HomeGoods landing page, where they could learn more about the brand and receive a Lyft discount code for $5 off a ride to a nearby HomeGoods location. Visitors can also received a HomeGoods tote bag as part of the experience.
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The Chicago activation extended HomeGoods’ “Never Shop the Same” campaign outside the retailer’s stores, using scale, spectacle and interaction to highlight the constantly changing mix of merchandise, styles and discoveries that define the HomeGoods shopping experience.
For HomeGoods and Fallon, it’s also an example of how experiential marketing can bridge the physical and digital worlds. A giant piece of home décor may get someone to stop and pull out a phone, but the QR component gives that moment a direct path to an actual store.
And in a city where it takes something pretty big to make pedestrians on Michigan Avenue stop and look, HomeGoods decided to take “big” rather seriously.
CREDITS:
BRAND: HomeGoods
Vice President: Amanda Fulton
Marketing Directors: Victoria Shonkoff, Vanessa Crooks, Jorge Augusto
Marketing Manager: Kristen Touro
AGENCY: Fallon
Chief Executive Officer: Nikki Baker
Chief Creative Officer: Leslie Shaffer
Group Creative Director: Lindsei Barros
Art Directors: Jacqui Bontke, Joan Heo
Copywriters: Caroline Stamy, Derek Camitsch
Design Director: Melanie Coyne
Group Account Director: Marion Roussel
Account Director: Cassie D’Kae Lendway
Account Managers: Brandon Fields, Noelle Loesch
Group Strategy Director: Emma Johnsen
Strategist: Kayla Moriarty
Business Affairs Manager: Brendan Lawrence
Head of Production: Erin Simle
Executive Producer: Patrick Gantert
Producer: Courtney Woodrich
Production: CNC
