Sage House Business Consultancy Limited - Most Innovative Advertising or Marketing Agency of the Year

Name of Organization / Company: Sage House Business Consultancy Limited
Category: E01 - E12 - Award for Innovation in Marketing > E10. Most Innovative Advertising or Marketing Agency of the Year

Entry Title: Snoopy Blow & Grow - Pop up store that enhance the natural scenery marketing

Broadcast × Snoopy Glow and Blow Party-Pop up Store-natural scenery marketing

Overall Idea, Strategy & Objectives

Peanuts characters’ genius as an ensemble is that they perfectly anatomise what is to be human. Charlie Brown has his wishy-washy and insecure inside. Lucy is a smart alec while Linus is more curious and thoughtful in personality. Snoopy is fearless, balance with lifestyle and brushing off Lucy’s bad temper with a glancing kiss – the common thing is that the comic strip always frequently touches on the topic of nature and created some of the biggest philosophical ideas in our daily lives. Broadcast, a reputed modern women’s fashion clothing brand in China advocates for nature, art and comfortness deeply in its brand essence, selected Peanuts IP for their 2020 F/W fashion campaign. Sage House was appointed to be the curator of the three-storey old laofengzi (villa) fashion pop-up in Sept – Oct, 2020.

Unlike the usual way of presenting a fashion collaborate of a Cartoon IP, Sage House projected Snoopy & Broadcast commonality to the greatest that created a greenery nature installations with the theme of GROW & BLOW that emphasizing on the transformation of “FOUR SEASONS”with plants, a flower market with organic elements to create an IP fashion showcase that encourage audience to appreciate our nature and the power of life.

Challenge

All live plants such as moss, flowers for living wall installations had ecological and aesthetic problems. Some of the plants are cultivated 6-8 weeks prior to the installation date. The maintenance of indoor 3 storey-building live plants with aesthetic consistency for a month is challenging.

Aside from live plants, Sage house also added in an interactive real cotton field Window VM Display to showcase the GROW & BLOW concept. The humidity of the cottons will affect the blowing effect of the interactive zone. Sage House had installed a dehumidifier system in the cotton field to fight with the humid climate of Shanghai.

Execution

In order to reflect the storytelling and life philiphosy of PEANUTS, sage house carefully separated each floor by different seasons of the year. For instance, first floor was a flower market that welcomed customers with a vernal look due to the abundant amount of greenery and flowers that bloom in the spring. Moving on the second floor, the entire space gave people an end of summer vibe. The signature ‘light tree’ display demonstrated several Snoopy and Broadcast collaborated pieces in an exclusive way. The top floor represented fall and included all of the clothing pieces in the product line. The entire area, including the ceiling was covered by reeds and hay which released a breezy and gentler atomosphere.

A Snoopy Green Café also planned on the 3rd floor to provide customers a pleasnt shopping experience with Snoopy Coffee Sets and cakery.

To echo the “Life of nature” Sage House also created an art installation as “Recycled-plants” that made by recycled or off-season of Broadcast clothing pieces, which resonated the belief of both the IP and Broadcast even stronger.

A Vintage Snoopy school bus, which was the first time ever to have a customized real-life sized snoopy school bus in mainland. This school bus was also an collaborated art piece with Shanghai Renaissance Festival.

RESULTS

Overwhelming Media Coverage and Awareness

Broadcast Official Platform Engagement reaches 7 times more than normal promotion period of product launch.

Official Platform Exposure on social media reaches 4000+ which is totally double of normal post.

Media Values Reach 500 millions RMB including online, print, offline and social media platforms.

This fun and unique event attracted many influencers to visit and generated a lot of buzz throughout different social media platforms. It successfully became the most popular pop-up store in the fall.

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