MTA Table Lamp
BRIEF
The officially licensed MTA Table Lamp from Only NY truly became an instant success from it’s release in July 2024. Nash provided the creative strategy for the campaign direction, marketing plan, and ultimately the release roll out of the item online and in-store. Upon it’s release it sold out within 2 minutes, almost crashed the Only NY inventory website, and garnered over 1 million impressions online.
SCOPE OF WORK
Creative Direction
Art Direction
Marketing
Photography
Video
AD CAMPAIGN
The ad campaign for the MTA Lamp centered around the idea of nostalgia. These entrance beacons are scarcely found today throughout the MTA’s XXX number of stations, and the old ‘M’ insignia reminds me of the 1980s in New York.
The, advertisement is inspired by a mix of product advertisements for cigarettes and other vices where the environment was often a bar or dim living room with lamps glowing in the background. Also, I wanted the ad to look like what a film photo of a lamp would’ve been at a subway entrance in the 1980s.
The secondary campaign imagery focused on a New Yorkers apartment and how this lamp makes any room feel special and immediately identifiable with NYC.
CAMPAIGN FILM
The film for the MTA Table Lamp needed to be relatable to both Only NY as a laid back, casual brand for everyday New Yorkers, and to a much broader audience of New Yorkers in general who are familiar with the MTA.
The film opens with the classic alarm clock going off and our hero rolling out of bed to check the time. Realizing he’s overslept, he frantically slams down the clock, turns on his MTA Table Lamp, and jumps out of bed to get ready. The films follows him through his apartment, as he puts on his clothes and rushes to get out the door. Once out the door we walk with him as he transitions from his neighborhood block, to a main avenue, and eventually crossing the street to the MTA subway entrance where he runs down the stairs and the camera pans back to the original MTA entrance beacon to end the film.
MARKETING STRATEGY & REACTION
The MTA Table Lamp is a special product. Custom designed by the Only NY team and built with quality and care, pair that with being an adapted city icon and you have a recipe for success. The lamp shattered all expectations with the sheer demand the product garnered upon it’s initial release. Essentially going viral and almost crashing the Only NY website due to large web traffic. Upon release of the creative, and review of the data provided these engagement metrics.
Key Takeaways
• SOLD OUT online within 2 minutes of release
• Immediate Pre-Order was initiated with over 6x orders compared to original stock levels anticipated.
• Only NY’s Instagram had an 82% spike in traffic over the span of 3 days.
• Over 1 million impressions within 2 weeks of releasing on Only NY’s Instagram.
• Press Coverage by: Hypebeast, New York Magazine, Fast Company, TimeOut, and Curbed.
• Influencers continued to post and share about the lamp further driving engagement such as: New York Nico, Mike Cherman (MA®RKET), Christian Petroni, and others,
Ecommerce Photography
