The SkyBloom activation sets a new standard in strategic marketing, seamlessly blending OOH, experiential, social, and digital elements to create an interactive consumer experience. This groundbreaking campaign redefines real-time audience engagement, embodying the spirit of live advertising with a cutting-edge digital approach.

Drawing in 367K visitors, sparking a staggering 793M earned media impressions, SkyBloom leveraged every tool in the live advertising playbook to ignite buzz, captivate audiences, and firmly establish brand relevance. We seized a distinctive opportunity to metamorphose the highest sky deck with its exclusive 360-degree views in New York into an immersive sensory floral experience: Flowerbomb Sky Bloom.

In the context of the growing luxury market, with millennials and Gen Z projected to contribute significantly by 2026, understanding their nuanced preferences is paramount. Despite being digital natives, Gen Z values in-person experiences, with 74% favoring real-life over digital interactions, compared to 66% of millennials. Additionally, Gen Z looks to social media influencers for trendsetting, with 51% attributing influence to them, indicating a digitally-influenced yet value-centric approach to consumption. Gen Z seeks brands that align with their values, support causes they believe in, and foster emotional connections through storytelling and experiences. Mostly importantly, the brand played on GenZ's obsession with 'camera culture' and 'instagrammable locations'. Flowerbomb's SkyBloom activation taps into these insights, offering immersive engagements that transcend mere product transactions. By aligning with movements emphasizing femininity, empowerment, and individuality, the campaign resonates deeply with these demographics, emphasizing meaningful connections, storytelling, and value alignment. This approach underscores the campaign's success in engaging Gen Z consumers beyond traditional marketing strategies.

The strategic approach for Flowerbomb Ruby Orchid by Viktor & Rolf targeted Gen Z and younger millennials by leveraging influencers and music. This approach capitalized on Emily's Ratajkowski's influence and Wale's musical endorsement to align the brand with the preferences of the target audience, integrating popular culture, music, and a stunning floral setting to capture attention effectively.

Viktor & Rolf's Flowerbomb, known for its dedicated fanbase, sought broader awareness and excitement. Understanding that Gen Z demands more than just a product, the brand aimed to create a universe and foster a sense of community (knowing 54% favor brands that make them feel connected). Influencers play a crucial role, as 51% of Gen Z believes they create new trends. Flowerbomb set out to hit a $130MM sales target, maintain relevance, and innovate in the fragrance market by creating memorable moments that resonate deeply with consumers. The campaign highlighted femininity as a transformative power and sought to empower women through scent and experience, aligning with its mission in new, creative ways.

The Flowerbomb Ruby Orchid activation was a meticulously orchestrated event (7/26-9/30) at the iconic skydeck, hosting the immersive experience, transforming V&R's floral paradise with installations transporting visitors to an ethereal, floral cloud in the heart of NYC.

The EDGE NYC activation delivered outstanding results in the 4 days - Hosting 367K visitors at its custom-branded installation (100 stories above the city), the activation sparked significant buzz, including 164 influencer visits, driving a whopping 793M earned media impressions & 77M brand mentions. Distributing over 100,000 Ruby VOC and 15,000 Flowerbomb Deluxe VOC samples, the activation drove strong engagement.

Alongside 950,000 impressions from EDGE's social channels and 12M from digital media campaigns, the activation's reach was further amplified. The event also featured two A&I events and a standout performance by Wale, drawing 259 talents, resulting in 19 million impressions from the influencer preview and 43 million from Wale's September 14 performance.

The activation's strategic integration of open to public visits, signage, consumer-facing activations, gifting, influencer events & engagement, and media support all played a pivotal role in driving brand recognition and conversion, making it a standout success.

We transformed Edge, the highest sky deck in NYC, into Flowerbomb SkyBloom, an immersive floral experience. As the presenting sponsor, Flowerbomb Ruby Orchid infused the air, enhancing the sensory journey. From May-September, visitors indulged in vibrant blooms amidst 360-degree skyline views of NYC. The collaboration between Viktor & Rolf and SkyBloom curated a fusion of fragrance and florals, exalting beauty, creativity, and femininity. Leveraging the space as a creative canvas, the brand attracted consumers and influencers, solidifying its presence with influential voices and musical artists, with Emily Ratajkowski's involvement and Wale's musical endorsement. The activation featured Flowerbomb-themed floral displays, exclusive D2C promotions, and influencer events, driving maximum engagement and brand awareness. The strategic integration of public visits, consumer-facing activations, influencer engagement, and media support made it a standout success.