When Aaron’s Inc. decided to grow its at-track presence, the industry leader in serving the moderate-income customer turned to JHE to help design and execute an exclusive experiential activation experience.
In the inaugural year of the three-year partnership, JHE created a mobile display that resembled the brick and mortar stores that consumers visit often. The pop-up shop environment created instant recognition for fans. The display traveled to 15 NASCAR Sprint Cup Series races and National Hot Rod Association (NHRA) events in 2012.
NASCAR buffs who visited the mobile showroom were treated to live entertainment and music as well as appearances by Aaron’s driver Mark Martin, team owner Michael Waltrip and Aaron’s mascot Lucky Dog. Fans also had the opportunity to register for chance to win tablets and other NASCAR swag.
The storefront was built with trusses that reach a peak of 32 feet, helping the display to stand out among the competition. Behind the entrance was a 40 feet by 60 feet tented area that served as the customer display area.
JHE will continue working with Aaron’s in the 2013 racing season with a new display being unveiled at the Daytona 500 race in February. The display will then go on the road to visit selected NASCAR races as well as a few new events that will be announced in early 2013.