If you are in New York doing your holiday shopping, Bank of America wants to make life a little easier for you. They have launched a lounge for tired shoppers called the “Gift on Fifth”. It’s a place to chill, have some hot chocolate, get some gift-wrapping and avail yourself of their restrooms – not a minor issue in NYC.
The program supports the launch of BankAmericard and it’s a smart way to get the brand and the product of people when they need it most.
This was beautifully executed by Concentric Communications, who specialize in creating spectacular experiential marketing programs. More photos after the jump.
Adam Turinas
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Comments (4)
That's a couple of blocks from me, looks like I'll have to pop over and take a look. And grab a hot chocolate ;)
Posted by Rachel | November 29, 2007 4:06 PM
Posted on November 29, 2007 16:06
I did visit and it's a pretty nice and relaxing experience. They're giving away prizes such as show tickets as well. But it's not as much fun as the Charmin Bathrooms on Times Square - they make you laugh!
Posted by Rachel | December 2, 2007 6:25 AM
Posted on December 2, 2007 06:25
This is a great concept - I wonder if the experience "holds" with the experience the consumer receives when walking into their banks. I am not a Bank of America customer but I know that ING's physical locations provide a nice warm experience with useful information on their banking options. If this example proves authentic to how their customers already feel about BOA then I love it - if not then I don't feel it is authentic and is not going to change the way people feel about the bank itself over the long term.
Posted by Nathan Rice | December 3, 2007 7:51 AM
Posted on December 3, 2007 07:51
I went by the "Gift on Fifth" twice, and found it to be very cheerful, trendy and fun. It looked like the glass box houses featured in "Dwell" magazine, but topped with a big red steel bow. Inside were soft, flat seats, coffee tables and an assortment of games and photo books. There was a playroom for kids and a digital photo studio, too. It was a wonderful place to rest and recharge, as well as get in out of the cold. But ...
It's CLOSED now! I went by it this afternoon, and the crystalline Gift was nothing but a framework of red girders topped by a bow. A sign, which I hadn't looked at before, said that it was to close December 2nd. I guess it did, but while it lasted it was very pretty, upbeat and festive.
Posted by Jay Vissers | December 5, 2007 10:52 AM
Posted on December 5, 2007 10:52