BEHR: Color Trends 2018
New York City, NY
Challenge
Deliver an immersive, emotionally impactful experience introducing consumers to the 2018 Color Trends Collection for BEHR paint, including a press junket and reveal of their 2018 Color of the Year, “In the Moment”.
Approach
Trigger(House worked in collaboration with Behr and agency partners to conceptualize, design, and fabricate a multi-room pop-up home experience. The “Behr Trend Home,” a life-size home replica constructed in one of NYC’s busiest transportation hubs, Grand Central Terminal, featured four elaborate room designs. Onsite media and consumers were treated to a full sensory experience with ongoing Trend Home tours lead by BEHR color experts, interactive photo booths, and even a custom virtual reality color experience.
Results
The launch of the 2018 BEHR Color Trends marked a major milestone for Behr, driving the strongest media launch in brand history in just two days. Coverage highlights include 22 earned media placements, 147MM earned media impressions, 32 in-person broadcasts, 22MM web and online impressions, and 14.3MM social media impressions.
