FIRST PLACE: Coach Tabby Tour - North America

2024 INTERNATIONAL VISUAL COMPETITION AWARDS

Temporary/Pop-Up Retail Space

TO REINTRODUCE THE New York-based brand to Gen Z, Coach visited multiple colleges across the U.S. with its Coach Tabby Tour pop-up – using its Tabby bag as the main vehicle. The pink-hued activation featured multiple engagement touchpoints.

Guests would first take a personality quiz to discover their Tabby bag color based on their answers, and could then immediately share their results on social media. Their assigned color – cream/white, pink, yellow, teal, purple – guided the experience, including choosing a complimentary ice cream flavor. (For the second leg of the tour, colors like white/cream, Navy Blue, yellow, orange and teal were featured.)

this page: A shipping container served as a branded “ice cream truck” which traveled to multiple college campuses.

A shipping container drenched in monochrome pink served as an ice cream truck and product display. Limited-edition bracelets from the retailer’s partnership with Little Words Project were available, all in the same colors as the quiz results, ice cream and available bags. To top it off, a larger-than-life, 13-foot Tabby sculpture sat atop the shipping container.

“This traveled all over the country with the same quiz, the same ice cream, the same product, and to see different people from different areas of the country all have a warm experience with our brand … it was great to experience bringing joy through authenticity,” says Jennifer O’Neill, Senior Marketing Manager, North America Brand Events & Experiential, Coach.

The primary goal was to appeal to Gen Z and reach them where they are IRL. Drawing from market research, Coach leaned into a sense of authenticity as well as influencer and word-of-mouth marketing to spread the news of its stops along the tour.

The pop-up also went beyond campuses, says Kimberly Wallengren, VP Marketing, North America, Coach. “We started out the tour with a certain geography in mind, but then we also morphed it into an expansion of the tour, and we brought it to other destinations like Santa Monica Pier. It was a great opportunity to test and learn.”

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