Changing the Urban Shopping Game

And support the Olympics at the same time

City Life is Fast,
Shopping Should Be, Too.

Urban shoppers know the struggle: limited big-box retail options, premium prices at neighborhood stores, and hauling heavy bags home. Even though they embrace online shopping for many purchases, buying everyday essentials online wasn’t top of mind. P&G saw an opportunity to change that—especially with the Olympic Games limited edition products launching exclusively on Walmart.com.

Put another way—we had to break through the routine and make online shopping for essentials feel just as convenient as grabbing something on the go.

client

Procter & Gamble / Walmart

Category

CPG — Experiential / OOH / Digital / Shopper

Scope

Urban market activation — strategy, creative, vehicle wraps, OOH, digital integration

THE CHALLENGE

Urban consumers were loyal to P&G products but hadn't adopted Walmart.com for everyday essentials — particularly around a limited-edition Olympic product launch.

What made it bold

We didn't drive traffic to the site — we drove the site to the streets. Shoppable bus shelters in Chicago and a Twitter-directed P&G mobile truck in New York turned transit infrastructure into a live, crowd-sourced retail experience.

THE SOLUTION

Bringing Walmart.com
to the Streets.

Instead of waiting for shoppers to come to Walmart.com, we brought Walmart.com to them—right in the middle of their daily hustle. We targeted the densely populated cities of Chicago and New York.

  • Activation Strategy

  • Creative Strategy & Execution

  • Vehicle Wrap Design

  • Bus Shelter Creative

  • Tactics & give-away items

  • Pop-Up management project management

  • Interactive Bus Shelters (Chicago): 12 high-traffic bus stops transformed into shoppable hubs, where commuters could scan QR codes to order their favorite P&G products instantly.

  • Twitter-Driven Engagement – The P&G Mobile Truck let Twitter followers decide its next stop by using different hashtags, turning the campaign into a real-time, interactive shopping experience.

We can tell you, or we can show you.

P&G Mobile Case Study

THE RESULT

A Gold Medal Performance.

  • 58,000+ product samples distributed, putting P&G essentials directly into shoppers’ hands.

  • Close to 200,000 one-on-one interactions, building brand awareness and trust.

  • 52% increase in Walmart.com sales of key P&G products.

  • 30+ million media impressions in just three weeks, generating major buzz.

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