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4 World Trade Center - Guerrilla Marketing

Objective

Develop an on-the-street awareness marketing campaign and activation around the opening of 4 World Trade Center targeted at Midtown Manhattan professional workers, with secondary goals of driving traffic to 4WTC.com and fueling social content around the #4WTC hashtag.

Solution

As part of the See 4 Yourself marketing campaign around the November 13, 2013, opening of 4 World Trade Center, Core Twelve developed a guerrilla marketing activation that replicated office views of New York City and delivered these views, literally, to Midtown Manhattan. There were two main components to the activation: creating a moveable structure that adequately showcased city views and staffing a delivery crew who would move the structure around Midtown. The two 6’ x 12’ structures were fabricated to accurately replicate office window framing in both form, dimensions, and views. The delivery crew was outfitted in professionally branded uniforms. Additionally, a delivery truck was branded with appropriate imagery and campaign messaging. Throughout the 10 day activation, the delivery crew walked the views around 12 pre-defined routes following key Midtown commute paths and destinations such as Grand Central Terminal, Park Avenue, Madison Avenue, Broadway Avenue, and 5th Avenue. The activation helped generate a 264% increase in website traffic as well as thousands of social posts incorporating the #4WTC hashtag.

Services

Design
Immersive Brand Experiences
Marketing
Social Media