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WPP – Boots Lead Activation Miami 2020

Collaborate Global have worked with our valued client and partners Geometry Global for many years.  The relationship between us has continued to blossom with a number of notable activations being produced with some of the world’s most renowned brands all over the world.

We’ve never taken our relationship with Geometry Global for granted, and so we were absolutely delighted when they asked us (Collaborate Global) to be help them with their own internal communications showcase to the rest of the WPP group in February 2020 – presenting ‘Boots Lead Activation Miami 2020’.  Our friends at Geometry asked us to assist them in creating their very own show-piece environment to present the amazing work they delivered for the Boots 2019 Christmas campaign.  They asked us to recreate one of the immersive settings from the original activation as part of this WPP global summit promoting; The Future Of Retail.

 

The calibre of participants and sponsors at the prestigious summit saw companies like Amazon, Diageo and Facebook providing their thought leadership on ‘the future or retail’ through a series of keynote addresses.

 

The activation that Geometry ran with their partners Ogilvy supported the much praised ‘Gift Like You Get Them’ Bootique campaign in the run-up to Christmas.  The activity itself promoted a trio of pop-up experiences; LOVE – SLEEP – TWEEN and Geometry (and us) produced a collection of fully immersive environments in 3 key retail locations around the UK: London(LOVE) – Liverpool(SLEEP) – Birmingham(TWEEN).

It was decided that the SLEEP showpiece be presented at the summit, and Ross Oxenham was asked to travel to Miami for 2 weeks to project manage and ensure this exciting activation was shown in the very best light (or dark, to be more precise).  Michelle xx – Head of Experiential said that it was vitally important that that the experience that consumers received in the UK was replicated in the Miami space.

 

Much like the original activation that was held in Liverpool, there were Brand Ambassadors guiding WPP employees around the SLEEP experience which consisted of one large dome that was made to look like a giant eye, and once inside entrants were met with a number of immersive experiences, including sleep pods, deep pile carpet and a vast mirrored wall inside the entire dome.  Add to this, loungers with headphones playing tranquil music and a product display showing the related Boots products that were on sale.

With the campaign drawing plaudits from agency peers and the marketing industry, it’s easy to see why Geometry were excited to share their creativity with the rest of the WPP group.  Sufficed to say, with Collaborate Global having direct involvement in the production work for the original Bootique activations, we were thrilled to be building the perfect stage setting for Geometry to share their journey with their own agency family in this wonderful Florida setting.