VIRGIN ORBIT
IMMERSIVE TIMES SQUARE ACTIVATION CELEBRATING STOCK MARKET LISTING
THE CHALLENGE \\\
Create a buzzworthy Times Square-based press activation to celebrate and commemorate the bell-ringing ceremony for VORB’s listing with the NASDAQ stock exchange.
OUR APPROACH \\\
To meet Virgin Orbit’s vision for this project, we imported a 70-foot show rocket from the United Kingdom and reassembled it overnight outside the NASDAQ building in Times Square. Along with four real satellites on display, scientists from Virgin Orbit’s team were stationed outside the rocket to answer questions from onlookers and pose for photos with the spacecraft. This experience prompted both passersby and invited guests to learn more about the company’s technology and ethos through interaction with informational stanchions, model satellites on display, as well as a custom AR (augmented reality) web app accessible by tapping one’s phone, then pointing it at the sky, as if looking at satellites.
This activation also doubled as a video set for a press junket where the CEO and other VIPs were interviewed on news programs around the world. GIL directed the visuals and positioning of the set in order to maximize the visual story. Other highlights GIL coordinated and directed included confetti cannons for the bell-ringing, social media content about the rocket’s assembly fed to press, and a coordinated takeover of several of the surrounding jumbotron display screens.
The day of this activation, VORB stock jumped 24%.