"Planting a Flag and Owning The Singles Day Holiday"
As Experiential Agency of Record for AliExpress, we were tasked with planting a flag in the Singles Day Holiday and laying the ground work for the brand to take ownership of the holiday in the U.S. Market. Singles Day or Double 11, originally called Bachelors' Day, is a major Chinese holiday and season that celebrates people who are not in a relationship. While major in Asian Markets, Singles Day is a relatively unexplored and unclaimed holiday in America.
First, we brought on Hip-Hop superstar Swae Lee to create a fun, engaging and educational commercial & content series where he could show off his favorite AliExpress products and get the fans excited for the upcoming Holiday. Since Swae was our Brand Ambassador for this campaign, we decided to create the "NightClub Themed" Singles Day Shopping Experience in Soho, NY
We created a beautiful, immersive shopping experience for the week leading up to Singles Day - complete with an endless array of AliExpress products, a live concert stage, complimentary juice bar, massage stations, arcade games, photo moments and giveaways. All week long the high-energy was flowing and the beats were bumping as fans signed-up, shopped and treated themselves!
Experiential Design, Celebrity Partnership,
Venue Sourcing & Build,
360 Marketing & PR,
Full Project Management
VIP OPENING NIGHT
All great pop-up activations kick-off with a bang, and AliExpress' Singles Day Experience popped off with an absolutely epic VIP Party. We put a music festival worthy lineup on stage in AliExpress's Soho Boutique and dazzled a crowd of over 200 VIPS, Influencers, Media Reps, Celebs, Tastemakers and Super Customers.
Soho's hottest DJ's Angel & Dren kicked off the night before turning the decks over to Vashtie for an epic set. For our first surprise of the night, Lil Kim popped out to rock the crowd to her biggest hits, before the decks were turned over to hip-hop forefather DJ Clark Kent to take things back. Next up the LEGEND Slick Rick graced the stage to pay homage to the 50 Years of Hip-Hop, before turning over the show to our master of ceremonies Swae Lee. Of course he (literally) rocked the building!
In addition to the epic performances, attendees were treated to personal shopping assistants, a 12' LED Robot tearing up the stage, custom cocktails served by aerial bartenders at the 11/11 bar, magicians, sword swallowers, massage therapists and so much more!