American Standard’s Virtual Faucet Showers Times Square

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To increase awareness of its brand, American Standard utilized Times Square to launch its strategic redirect with a virtual faucet that rained on the crowd, inviting them to be part of an interactive ad campaign.

Nominating Company: Clear Channel Outdoor, New York, New York
Venue: Times Square/American Standard Virtual Faucet, Piscataway, New Jersey
Project: Times Square/American Standard Virtual Faucet
Category: Public Spaces

BACKGROUND
The purpose was to Increase awareness for American Standard’s kitchen and bath products, while enhancing the company’s image beyond one that just makes toilets

CHALLENGES
The location of this campaign marks a first for the kitchen and bath industry. It also marks a calculated risk to attract attention for a company known mostly for bathroom appliances.

SOLUTIONS
American Standard’s virtual faucet showered pedestrians, encouraging them to seek shelter under a giant digital umbrella, where they shared the experience on social media. Consumers were also reminded how much fun bathroom karaoke can be with the #ArtofBathing experiential event activated right in the heart of Times Square!

RESULTS
With 100 percent share of voice on two digital screens and two printed displays for four weeks, American Standard created an out-of-home (OOH) domination that reached thousands of people each day by showering its audiences with love. Their products were brought to life with a virtual bathroom setup wired for a one-of-a-kind karaoke experience, drawing participants and viewers and aligning the brand with some fun tunes, even if some were a little off-key!

PROJECT PARTNERS
Clear Channel Outdoor
American Standard

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