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Project:
Suave "Can You Tell?" Studio
Client:
Weber Shandwick, Chicago
Unilever United States, Inc.
Overview:
As part of the nationwide "Can You Tell?" branding campaign for Suave, the client looked to add a direct-to-consumer media event to showcase the products' competitive advantages. A full working salon, the Suave "Can You Tell?" Studio was devised, offering the public and the media complimentary salon services by professional stylists using both competitors' and Suave products side by side. These temporary salons would appear briefly in New York, Chicago and Minneapolis.
Production
Plan:
The first step in all three markets was to find an empty retail space at a high-traffic location which would be willing to rent for a month or less. This was a daunting task, but Eventage managed to secure three great locations, including a former Chinese restaurant on 42nd St. just off Fifth Avenue in Manhattan, an empty home furnishings store in Chicago's Gold Coast and a vacant sports bar in the heart of downtown Minneapolis.
While the real estate negotiations moved along, the Eventage design team began creating the salon's interior. One challenge was to design a modular environment which could fit in all three spaces and yet not look temporary while ensuring that the media could easily move through each space with cameras and other equipment. Areas for hair washing, manicures, hair styling, product displays, an R&D exhibition and live access to Suave's "Can You Tell?" website needed to be incorporated into each design.
While Manhattan's 5th Ave. and 42nd St. location was first-rate, the vacant space came with no working heat or hot water - for a February opening. Eventage managed various vendors and installed an infrastructure which could both heat the space and give clients a warm hair-wash. Full color window treatments were designed for each space, as were inviting reception areas.
Eventage managed the shipment and storage of Suave product to each venue, as well as the on-site coordination of appointments which were booked through a national toll-free number. Professional, licensed stylists in all three markets were retained and managed by Eventage, and Eventage staff members were on-site during all operating hours to handle everything from infrastructure problems to staffing and scheduling issues to making sure fresh flowers were placed correctly.
Results:
The Studio was open to the public for 5 days in New York, and two days each in Chicago and Minneapolis. Appointments were completely booked and a steady flow of clients, including Joan and Melissa Rivers and 27 beauty editors, were serviced. More than 560 total media placements were secured nationwide, registering more than 164 million impressions. In exit interviews, nearly three-fourths of the visitors had a better perception of Suave after their visit. In addition, the Suave Studio was nominated for a BizBash Event Style Award.
Client
Feedback:
"I can't say enough great things about Eventage. They were true partners from start to finish and played a valuable role in everything from helping develop our studio look to securing the locations and staff. And, when it came down to actually executing our events, they didn't miss a beat. We literally could not have done the Suave Studio without them!" - Kim O'Brien, Weber Shandwick
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