The challenge

State Street, a global financial services leader, sought to enhance brand recognition and emotional resonance within a traditionally rational and metrics-driven industry.

Facing fierce competition for the attention of institutional investors and financial professionals, State Street needed a bold, highly visible activation to break through the noise.

The specific challenge was to create a real-world experience that not only elevated the brand’s visibility but also reinforced its innovation and leadership in finance.

The solution

We launched  a full Times Square digital roadblock celebrating a Guinness World Record “bell ringing” event. The campaign featured:

• A live Gwen Stefani concert, streamed across 14 synchronized digital screens.
• 3D anamorphic content and live visuals to enhance immersion.
• Strategic OOH extensions into NYC’s Financial District for contextual impact.
• Social integration to amplify reach and engagement beyond the event.

This high-impact, experiential activation positioned State Street at the intersection of culture, innovation, and finance.

The results

The campaign delivered impressive, measurable impact:

• Brand awareness rose by 10%, according to a post-event Pollfish survey.
• 41% of respondents recalled seeing the campaign, reflecting strong placement memorability.
• 29% increase in consideration for State Street’s services.
• Brand familiarity improved by 25%, indicating a lasting impression.
• 65+ million impressions were generated through digital OOH.
• The event sparked widespread social media engagement, amplifying visibility far beyond Times Square.