Jockey and Encompass Co-Curate a One-of-its-kind Pop-up Museum

Marketing | October 8, 2017 | News

When one of India’s largest apparel brands joins forces with one of India’s leading experiential marketing firms, beautiful things are bound to come to life. Jockey India ventured on its first experiential marketing journey this year with Geometry Global Encompass Network, and together they co-curated an experience like never seen before. A series of Jockey 'There’s Only One' Pop-Up Museums that travelled across the country’s biggest, busiest, and most premium malls.

Brand awareness has never been a problem for Jockey, its name and products are known to people from all walks of life. But how deep does this awareness penetrate? Jockey has a rich, 141 year old legacy with thousands of stories and achievements, but unfortunately, none of these stories had ever been given a voice. The task at hand was to break this barrier and get consumers to form a personal, lasting relationship with the brand.

Jockey partnered with Encompass to finally give the brand’s history the voice it deserved with an elaborate museum, and consumers just couldn’t get enough!

In under 30 hours, Encompass brought 141 years of Jockey’s history to life with exquisite art, sculptures, unique story telling mediums, original artifacts dating back to the 1800s, share-worthy consumer engagements, and much more. They also created animated renditions of Jockey’s biggest milestones, developing a global asset for Jockey International to showcase its history for years to come.

The activation opened up the world of Jockey to consumers, and also served as a platform for media engagements, blogger meets, and a showcase to Jockey International’s global management.

History changed everything about underwear, except one name. And now the world knows.

The activation opened up the world of Jockey to consumers, and also served as a platform for media engagements, blogger meets, and a showcase to Jockey International’s global management.

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