Source: Jamie Zigelbaum
The holiday season is officially here, and we’re constantly bombarded with advertisements everywhere we go. Although I’ve seen countless jewelry commercials this year, this interactive holiday display by Cartier is definitely a showstopper. Watch the video here.
The concept is simple: shoppers walk up to the window and move their hands to open the jewelry box of their choice. It’s simple, creative, and captivating. Cartier’s holiday display’s success is due to the combination of impressive technology and these key marketing points:
Inviting: There’s a sense of curiosity and intrigue as shoppers watch individuals interact with the display. While we typically might glance once or twice at a typical shop window, the moving mechanical jewelry boxes draw shoppers in to try it out themselves.
Engaging: Instead of flashy lights or vibrant decor competing for our attention, Cartier’s interactive installation allows the consumer to be in control. The ability to open and close the jewelry boxes lets the shopper decide what they want to see and when they want to see it.
Breaking barriers: Jewelry stores are typically a stiff environment where we often have to ask permission to view different pieces. Cartier’s display breaks out of the norm, and makes the jewelry open and accessible to all shoppers. This changes our perspective of a familiar product, making the display highly memorable.
Innovative displays like this will change the way marketers think about capturing consumer attention and how to effectively engage shoppers. Cartier’s successful integration of technology and smart marketing concepts also proves how technology will continue to play a critical role in the realm of marketing.
What do you think of the display? Have you seen an ad or campaign lately that changed the way you typically think about a product?