As with all major sporting events, the 2018 World Cup was the perfect time to get noticed. At the height of summer, it brought fans into the streets of the world’s biggest cities, where they all came together to support their teams. From outdoor fan zones to bars and restaurants broadcasting the matches, not to mention countless businesses and stores where fans naturally stopped, there were endless opportunities for brands to increase visibility, launch a product or boost sales. And what is the ideal format for making the most of such a short period in a way that is also cost-effective? Open a pop-up store! Here we see how it was done with the successful pop-up stores of Louis Vuitton, Le Ballon and Coca-Cola.
- Louis Vuitton: A Pop-Up Store to Bring Fans Within Reach!
Reaching out to clients is a strategy that Louis Vuitton took quite literally. And so it was in Moscow, the 2018 World Cup host city, where the luxury giant opened a pop-up store for 2 months in the Crocus City Mall. Dedicated entirely to football, the pop-up store also had a customization tool giving fans the chance to create a unique and original travel bag, using the colors from the country flag of their choice.
Pro tip: Show a genuine commitment to the World Cup and make it count with a variety of communications efforts. Louis Vuitton, for example, unveiled an exclusive trunk with Russian model Natalia Vodianova and former French footballer Frank Leboeuf. It was a delightful nod to the brand’s country of origin: France!
- Le Ballon FC: A Pop-Up Store Honoring Urban Culture
Located at Havre-Caumartin in Paris, there is a mecca of streetwear culture called Citadium. This is where, to mark the occasion of the World Cup, Le Ballon FC opened a month-long pop-up store. There were not only hoodies, t-shirts and scarves in team colors, but also books, magazines and vintage pieces selected from the world of football… the theme could not have been clearer. The true highlight of this pop-up store? The chance to customize swimwear with more than 200 team badges to choose from.
Pro tip: Associate your brand with a much bigger event to increase image and reputation. By offering a “World Cup Kit,” Le Ballon FC transformed hardcore fans into new customers.
- Coca-Cola: a Pop-Up Experience Worthy of the Event!
As always, Coca-Cola did things on a grand scale. Also using the Citadium of Havre Caumartin, the brand opened a pop-up corner paying tribute to the 2018 World Cup and its fans. On the agenda: matches projected onto a giant screen, numerous prize competitions and barbers offering their services to visitors free-of-charge.
Pro tip: Offer the consumer a unique and unforgettable experience that can only be had through your brand. Coca-Cola called upon 235th Barber Street to cut the hair of these gentlemen… a team who styled football greats such as Julian Draxler and Kylian Mbappé!