Setting the Stage for Experiential Retail
The iconic American guitar brand Gibson had changed ownership. With a new team, truly passionate about guitars, and what they termed a 125 year old start-up, they had a grand new vision for Gibson.
Together with our clients and Project partner agencies, we set out to create THE ultimate guitar experience destination for brand fans and music lovers, one that allows them to fully embrace the Gibson brand, heritage and sound, while becoming a top Nashville tourist destination.
A Partnership for Success at CES
GPJ has been partnering with HARMAN for years, creating experiences at CES that highlight their unique offering of in-car audio systems and digital cockpits.
Since 2019, we’ve been able to scale and extend the HARMAN experience to meet their business goals while offering a beautiful brand experience for attendees through immersive storytelling and purposeful engagement.
Whether live, virtual, or hybrid, we’re ready to share the HARMAN story through immersive, engaging experiences for our clients.
The NEXT chapter
Under the Nissan NEXT plan, Nissan promised to introduce 10 new models over 20 months to the U.S. market. With the NEXT Experience, the brand delivered on that promise with two of their most iconic nameplates–the Pathfinder and Frontier.
We leveraged relationships with hosts like Heisman winners Tim Tebow and Kyler Murray to help deliver the brand message. The event became a massive “content factory” for Nissan partners and influencers to deliver education and entertainment.
Though primarily an online broadcast, we utilized the production crew in and around the shots to give the ‘not-to-be-missed’ feel of a live event.
The New Hybrid Event Benchmark:
If you were one of the millions who tuned into Dreamforce ‘21, you’ve seen how great a live + digital experience can be. You felt the energy and the inspiration, you enjoyed every minute, because it was JUST. THAT. GOOD.
Since 2009, we’ve continued to build a trusted relationship with our Salesforce clients to renew and elevate the attendee experience, with new innovations every year. While Trailblazers were welcomed back in person to the beloved Dreamforce National Park, millions of global viewers got access to all the same content as those physically there, while treated with top notch production and direction to keep attendees glued to the screen. For Dreamforce 2021, hybrid broke the status quo and scaled up engagement to new heights unmatched by standalone physical and digital events.
A GPJ perspective on building for a future beyond hybrid.
“There’s no such thing as a hybrid experience from the human point of view.”
IBM and GPJ’s physical activations have been drawing attendees to the brand’s trade show booths at events all across the globe, through a combination of immersive storytelling and impeccable design. In 2020 and 2021, we brought that same level of engagement online through a series of digital activations.
This industry-leading global program drives and enables efficiencies and supports sustainability through the consistent design and reuse of flexible and scalable brand activations to worldwide event marketing teams.
This program provides strategic and creative consultation, enablement and executional support to ensure activations are of high-quality, scalable, customizable, activate engagement and are uniquely IBM.
With the return of travel, Booking.com is there
GPJ had the opportunity to partner with a new client, Booking.com, to bring their Click.21 experience to life. This was exciting for us, because we got to expand further into the travel industry, and equally exciting for Booking.com, as GPJ would be their first global agency partner.
Click.21 was going to be very different than anything Booking.com had done before; it was fully digital, which meant we had to reinvent everything from strategy and creative, all the way through to execution, how this experience was going to unfold.
Click.21 showed the power of agency partnership, together with broadcast capability as a foundation, enabling a bright future for Booking.com hybrid events in the years to come.
A commitment to
inclusion and belonging
We commit to closing the opportunity gap by explicitly embedding a DEIB lens in our organizational culture, our talent & operational practices, and in the experiences we create.
Stellantis @CES 2021
Driving iconic brands
into a new world
With CES going all virtual in 2021, Stellantis (formerly FCA) tasked GPJ and its sister agency, Spinifex, to bring them into the virtual world.
The experience took visitors through a true 3D environment, allowing them to explore 12 unique name plates and the latest in confidence-inspiring technology from 6 legendary brands: Chrysler, Jeep, Dodge, RAM, Fiat and Alfa Romeo.
Consumers had multiple ways to discover the brands and the various technologies featured – self-guided, quick tour, tech-specific and a personalized, curated experience.
Get up to speed with GPJ’s latest experience insights and trends