When ASU wanted to use mall activations to debut their massive “dream it. do it.” campaign, they chose to scatter environmental graphics throughout the Phoenix area to target the largest audience possible. Developed in conjunction with Catalyst Media Design, the campaign was designed from the ground up to appeal to a teenage crowd, uncertain about their scholastic future, and to inspire these young adults to pursue their dreams and ambitions at Arizona State University.
With bluemedia handling all graphics, production, logistics, and installation, the campaign was rolled out over several weeks in four different malls, including Scottsdale Fashion Square, Chandler Fashion Center, Arrowhead Towne Center, and San Tan Village. Visible in each mall’s highest traffic areas, graphics included textured walls, backlit banners, bench, chair, and table-top wraps, personalized, custom-made umbrellas, as well as escalator and elevator graphics, even floor graphics designed to lead crowds in the direction of the activations.
A series of interactive photo kiosks were also placed within each mall, adding a fun, social component to the campaign. Developed by SOOH Media and wrapped with graphics by bluemedia, each kiosk featured an interactive touch screen which took free photos of the participant and gave them the ability to instantly upload their pictures to a variety of social networks. All that was required was their contact information, which when entered, could then be used by ASU to help reach out to these potential students and guide them on their path to enrollment.
A project this unique in nature is always fun to see through to fruition, and setting students on the right path to furthering their education is a worthy goal everyone can get behind.
I wanted to thank you for getting this project completed on time. All of the signage looks great. The store is open and selling cars like crazy.