Branded Glass Trucks
As Valentine’s Day approached, we were connected with Godiva Chocolatier, a world-renowned, innovative chocolate brand who requested a unique experience for their New York City market that combined invention with practicality along with convenience for their consumers.
Throughout our development process, Roots³ Productions cultivated a sound strategy to bring Godiva’s product to their consumer, rather than wait for the consumer to find time to visit them. Subsequently, Roots³ Productions built out a mobile Valentine’s Day Pop-Up Store during a 5-day tour throughout New York City in our custom glass truck. Collaborating with Godiva’s department heads, we selected 5 premier locations (1 location per day) to promote the mobile pop-up store: Columbus Circle, Union Square, SoHo, Flatiron and ended on Valentine’s Day with Wall Street (Downtown, Financial District).
Once we confirmed the exact locations with the New York City Event Permitting Office, we continued to build out the tour and designs for the custom fabrication and consumer experience. Utilizing the focal wall of the interior of the truck, our carpentry team constructed a custom product wall and glass service counter complete with hidden product illumination, die-cut graphics, and precision woodwork. Additionally, our team laid in beautiful cherry wood flooring, fabricated a large, 3-tiered product shelving unit and erected a slim demonstration table for supplementary product and to showcase the chocolate work of Godiva’s exclusive Executive Chef.
From custom exterior and interior vehicle wraps, beautiful, eye-catching window clings that acted as photo backdrops and a large custom red bow on top of the truck, the entire glass truck was transformed in to a roaming prop designed as a box of chocolates in which consumers could easily walk into and purchase some of the most beautiful chocolate gifts from around the world for Valentine’s Day.
Executive Chef on Board
While our select team of brand models activated the truck each day, engaging with consumers, selling products with our digital POS system and creating an atmosphere based on love and service, Roots³ Productions also operated with Godiva’s Executive Chef. The chef was on board to not only educate consumers on the Godiva brand and product but to showcase his fine-tuned and rhythmic approach to sculpting chocolate masterpieces in front of the glass window. The novelty of live chocolate sculpting added to the overall atmosphere in every sense, from warm chocolate scents filling the interior space to witnessing an Executive Chef shape edible beauty in real-time.
During the 5 day tour in New York City, the mobile glass truck pop up store garnered hundreds of thousands of impressions, social media posts on Facebook, Instagram, Twitter and Snapchat, and publications in Cosmo and Redbook for Godiva. Whether purchases were made on the truck or instore, consumers all throughout New York City had Godiva top of mind when making their selective Valentine’s Day sales. Our creative glass trucks push for optimal impact and impressions.
It is without a doubt the immediate and future projected success the 5-day tour had on the Godiva brand due to the nature and style of the campaign. Roots³ Productions fleet of vehicles continues to allow brands a new form of marketing and challenges the traditional approach of advertising to pull consumers to a select location. With Roots³ Productions’ strategy surrounding Godiva’s Valentine’s Day initiative, consumers were given the convenient option to leave their office at lunch, get off the subway or simply walk down a major pedestrian avenue to hop in the Valentine’s Day Mobile Pop-Up Shop and avoid the lengthy lines at the brick and mortar locations. Along with the fluidity behind the 5-day mobile tour, the custom designs and flexibility of the open-air space, the Valentine’s Day Mobile Pop-Up Shop Glass Truck Tour in New York City was an ultimate success for Godiva and Roots³ Productions.