All things DIY, punk & omnichannel!

This is a classic example of omni-channel engagement, wherein a brick and mortar store was used to drive digital interactions for a brand. Brand Vans wanted to promote its Vans Family app at its London flagship store. So Is Instore, the UK based multidisciplinary design agency, transformed the ‘decompression zone’ at the store’s entrance into an engaging and visually striking brand awareness campaign. The activation, that evoked the feel of a clubhouse space celebrating summer, in a playful and contact-less experience, was launched at Vans Oxford Street London in August and was live till the end of October.

- N. Jayalakshmi

LONDON

The Vans Family app is a digital loyalty program with a collection of exclusive content, messaging and offering limited-edition rewards to brand loyalists and advocates. It is designed to reward its members by engagement, providing a ‘points-mean-prizes’ scheme where accumulated points can be ‘spent’ on exclusive items, content, and experiences.

The brand wanted to leverage the in store campaign to drive downloads of the app and enhance engagement by creating a physical execution showcasing the Vans Family, making it inclusive and accessible to all and this was exactly the brief to design agency Is Instore.

Says Bethan Youd – Account Director and Client Engagement Lead - Is In store, “The brief was to utilise the unique decompression area at the front of the store to promote the concept of the Vans family app – a brand appropriate take on the idea of a reward scheme / digital space for brand advocates. The app is called the Vans Family – a concept they wished to promote in their flagship store - to bring everyone connected to the brand together as part of their family. The decompression area in the store is regularly used as an interactive and experiential element to retail, and brand awareness – inviting consumers to connect with the brand and campaigns rather than simply a retail space for shopping.”