Armani Exchange - Store re-launch Activation

For the 4 day relaunch of their Westfield White City Store, we created social vending machine pop-up that gifted consumers with mystery Armani exchange prizes. Consumers were invited to use the iconic AX branded photobooth, print their photo and share on social media using the #AXchange triggering the vending machine to release a mystery Armani exchange prize. The aim of the activation was to drive consumers in-store where they were greeted with a free drink (including beer, prosecco and soft drinks), a 10% discount across the store, and back to back DJ sets playing throughout the weekend. The synergy between the in-store experience and the activation directly outside lead to amazing results including a 60% increase in footfall over the 4 day launch.