American Standard‘s Times Square Umbrella Helps Build Brand Awareness

Gail Chiasson, North American Editor

Times Square pedestrians are taking shelter under what might be the world’s largest umbrella as American Standard’s virtual faucet ‘rains’ on one of the busiest intersections in NYC via Clear Channel Outdoor America’s iconic and newly revamped digital displays.


With the ‘rain showers’, American Standard, and DXV by American Standard, launched this new digital and interactive out-of-home ad campaign, inviting passersby to share an umbrella with millions of random people. Via a stacked digital screen combination with American Standard’s faucet video and CCOA’s HD crowd cam, pedestrians can take cover together in Times Square and then share images of themselves with their new friends with the hashtag #ASTurnsItOn.

This is the first time American Standard has turned to Times Square to launch its strategy to increase awareness of the brand. The location of this campaign is believed to be a first for the kitchen and bath industry overall.

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With 100% share of voice on two CCOA digital screens and two printed CCOA displays for four weeks, American Standard is creating an OOH domination that is reaching thousands of people daily. And it doesn’t stop there. We understand that this morning, June 16, an event dubbed ‘The Art of Bathing’ will come to life in Times Square, illustrating shower and bathing habits through the use of actual sets and virtual reality.

The Thorburn Group of Minneapolis brought American Standard’s faucets to life with the creative for the campaign – helping the company to increase awareness for their kitchen and bath faucet business and shift the company’s perception that it’s just a toilet brand.

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