TARGET BACK TO COLLEGE // College kids see Target as the place their moms shop. In order to reverse this perception, we created a live, completely shoppable dorm room experience, and toured five colleges nationwide to bring the Target retail experience out into the real world where our audience was. Winner of the prestigious Grand Ex Award, this humble yet effective activation for Target's Back to College initiative proves that business success requires a great ground game. Our Bullseye University college tour surpassed KPI standards that were established, and it was successful in reminding our millennial audience that Target was here for them, and here for the long haul.