Out-of-home advertising is all about standing out from the crowd, and Alchemy helped HexClad, the Gordon Ramsay-backed cookware brand, do just that. With experiential and innovative pop-ups in key locations in Los Angeles and New York City, HexClad showed passersby that, with the right equipment, they can cook like pros.
Lincoln Boulevard & Jefferson Boulevard | Los Angeles, CA
It’s All in (and on) the Pan
To promote HexClad’s newest line of hybrid bakeware, Alchemy built eye-catching, 3D advertisements in two key markets. With pans affixed to outdoor walls, and custom oven embellishments, HexClad went above and beyond with the visual impact of their OOH campaign.
HexClad also lined the streets with brand ambassadors to create a “fresh-baked cookie” experience with the model ovens. As people stopped to engage with the ambassadors and the activation, they were encouraged to open the oven door and pull out the baking tray, where an individually wrapped cookie waited for them. This created a unique, interactive, and tasty moment within their out-of-home approach.
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Prime OOH Locations That Get Attention
For this campaign, Alchemy leveraged one of our most popular locations in Manhattan and one of our newest Abbot Kinney installments in Venice. Found at the intersections of Lafayette and Bleecker Street, and at Lincoln Blvd and Jefferson Blvd, respectively, these placements were perfectly positioned to encourage participation from people walking by.
Both locations also command ample vehicular traffic, making the three-dimensional, “pop-out” nature of the build key for capturing those impressions. Lines of people down the street also helped draw even more attention to the build-out.
Lincoln Boulevard & Jefferson Boulevard | Los Angeles, CA
Timing Is Everything and More
Even for brands whose products aren’t seasonal, smart timing can still benefit a campaign. For HexClad, the proximity to the holiday season proved highly favorable. With consumers planning for Halloween, Thanksgiving, and beyond, replacing their cookware—or gifting some to a friend—is certainly on their minds. Additionally, the pleasant autumn weather in both cities meant more people were out and about and perfectly situated to encounter the activations organically. It’s not a bad time for a cookie either!
Elevating Multi-Format OOH Campaigns With Wild Posting
In addition to their experiential pop-ups, HexClad expanded on this campaign with traditional wild posting placements across Los Angeles. While elaborate builds and premium placements are great for promoting engagement, there’s always room for standard formats with exceptional creatives that reinforce branding. The consistency and repetition of wild posting, combined with attention-grabbing experiential advertising, is a proven strategy for building brand awareness as well as gaining new customers and retaining existing ones.
Ocean Front Walk b/t Park Avenue & Brooks Avenue | Los Angeles, CA
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Alchemy Media creates one-of-a-kind experiential campaigns that engage audiences, drive brand recognition, and generate buzz. Contact your local Alchemist to see how experiential advertising can elevate your brand.