WMATA
BACKGROUND:
After the success of the 2023 First Stop Holiday Pop-Up Shop, Metro again partnered with the Martin Luther King Jr. Memorial Library to provide the DMV with an opportunity to buy unique Metro gifts for the holidays, including a limited-edition Metro holiday sweater.
When Metro asked us to design a sweater for the holidays, we shouted out with glee (whoop-ee!). Inspired by the “Ugly Christmas Sweater,” we took out the ugly and put in the cool, using modern colors and a fun design. To ramp up demand, we promoted a pre-sale with a limited number of sweaters available. We also used the limited availability of the sweater to drive customers to the Pop-Up Shop.
CONSUMER BELIEF:
I need to purchase some holiday gifts for family and friends this year while living in the DC area.
BELIEF INTERSECTION:
Hometown pride and holiday cheer make for effortless shopping.
