Meijer "Call Your Mom"
Role: Creative Director/Strategy& User Experience Design
Interactive Art Direction: Jason Strand
Industrial Design & Fabrication: Engin
Overview
With the goal of connecting with a new generation of potential customers, the mid-western chain of variety stores wanted to create a physical experience that could travel to colleges during the fall football season. Central to the project was asking students to create video content to send to their parents — but in an age of easy video calling, making the Meijer experience unique and compelling became the central challenge. To bridge this gap we created a mobile shopping experience centered on the one thing most college students need: stuff from their parents. Connecting with Meijer’s inventory, we allowed visitors to create a wish list of everything they needed from Meijer, and then forward the list, along with a video begging for help, to their parents.
Booth Design:
The Call You Mom booth had to succeed in a number of areas. First, it had to be highly portable. We designed the entire thing to fold up securely, without having to dismantle anything, and to be small enough to be towed by a regular pickup truck. It also had to be inviting. The protective side flaps fold up to provide weather coverage revealing plexiglass walls containing various Meijer products and letting passers-by see the action happening inside. Finally, it had to be accessible to everyone. A stow-able ramp provided wheelchair access, and both video screens were mounted on counterweights so they could be adjusted easily with one hand.
