To celebrate the launch of Mary Poppins Returns, starring Emily Blunt as the nation’s favourite nanny, British brand Hunter collaborated with Disney to create a range of Poppins-themed products.
When the collection launched, JustPose set up an immersive photo experience for shoppers and fans at the flagship Hunter store in Regent Street, helping to bring the magical new designs to life.
A weekend on Regent Street in the run-up to Christmas is bound to be busy, so we kept the activation simple in order to maximise interactions and reach.
Our Open Air Booth has a small footprint so was the ideal choice for a bustling shop floor. This small-but-mighty photo booth has a tonne of tech hidden under its skin; it can create good-looking prints as well as animated GIFs – which we knew would be a big hit amongst loyal Hunter and Disney fans.
Branding was a pivotal element of the activation and we considered every customer touch point in order to create a fully immersive experience.
We wrapped the booth in Hunter’s new print – the Refined Mary Print in Moonlight Camouflage – and set up a backdrop portraying the Banks’ family home at number 17, Cherry Tree Lane.
We customised the booth’s touch-screen user interface with Mary Print wallpaper and the Hunter, Disney and Mary Poppins Returns logos. Every output – including prints, GIFs and emails – was similarly branded.
Because it is so simple to use, shoppers interacted with the booth directly rather that relying on a brand ambassador to do everything for them.
Through the touch-screen, they selected from a collection of filters and then posed against the Cherry Tree Lane backdrop. The booth snapped four images, each with a three-second countdown.
The images were then stitched together into a GIF and presented to the guests, who entered their contact details so that we could send them their animation instantly over email. Hunter wanted to obtain some additional customer information, so we added extra fields to the data capture form and an opt-in for marketing emails. This whole data capture process was fast, smooth and completely GDPR-compliant.
Guests received their digital outputs instantly in a branded email that included the collaboration hashtag, #DisneyxHunter, alongside social network links to make sharing quick and easy. We included a trackable link to the collaboration page within Hunter’s online store to help our client measure return on investment.
Hard copy prints were also available, giving fans a memorable take-away from their trip to the Hunter store.
Sometimes the simplest activations are the most effective – and Hunter were delighted with the results of their mini in-store brand activation: