Campaign recap: Unique Future Sensations exhibit lights up Philly

Inside Saint-Gobain's and Brownstein Group's campaign for the North American Future Sensations tour.

Client: Saint-Gobain
Agency: Brownstein Group with support from Peppercomm
Campaign: Future Sensations
Duration: April 1-June 8, 2015

Saint-Gobain is one of the world’s largest manufacturers of sustainable building products and high-performance materials. For instance, its products can be found in the Statue of Liberty and the Mars Rover.

In June, Saint-Gobain chose Philadelphia, where its US headquarters is located, as the site of its North American Future Sensations tour. With the help of Brownstein Group and Peppercomm, the company created a unique experience designed to increase brand awareness, particularly in Philadelphia. The event incorporated entertainment, visuals, and an only-in-Philly factor that would engage the public and the media.

The campaign strategy also sought to gain press and media coverage for Saint-Gobain’s global and North American CEOs.

The announcement of the exhibition took place on April 1, as part of partner Visit Philly’s press conference. Brownstein targeted more than 275 media outlets from the Philadelphia region and 50-plus national architecture and design media brands.

The tour exhibited from May 30 to June 6 on Benjamin Franklin Parkway. The exhibit featured five distinct pavilions including one featuring mirrors and LED lights. Influential local Instagram users were invited to attend the first lighting of the exhibit on May 30.

During the day, the exhibit featured local food truck vendors, outdoor games, and two playhouses created by Saint-Gobain. The evening included a public beer garden, supported by a VIP event.

"During the day the focus was on families," explained Carmen Ferrigno, VP of comms, Saint-Gobain. "When it switched over to night, it became this Millennial destination to hang out."

Saint-Gobain was featured in 193 pieces of earned media coverage in 10 weeks. The company cited a 372% increase in engagement on Facebook and a 426% increase on Twitter. The event received more than 114,498 visitors. Traffic to Saint-Gobain’s corporate website increased by 122% during the exhibit. According to a survey by Peppercomm, the company doubled its awareness from 18% to 36%.

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