US retailer Target had a special event scheduled to introduce the popular British brand 'Liberty Of London', in a pop up store event in New York. The collection featured apparel, accessories and housewares crammed with the label's signature brightly-colored, floral prints. What better way to reach busy New Yorkers than in the over 12,000 taxis around the city?
For a two week period, a 15-second full motion video with corresponding banner played in the complete VeriFone Media New York Network, starting 10 days prior to the launch of Target's Liberty of London and continued through the four days during the event.
The event dates, times and pop-up store location details were not revealed until the second day of the sale. By the evening of the in-taxi reveal, the store sold out of all products and had to close early!
Needless to say, Target turned to VeriFone Media again for their next pop up store featuring Zac Posen.