In an ever-changing digital world, brands are having to work harder to cut through the noise and be heard. With 91% of consumers reporting that they would be more inclined to purchase a brand’s product or service after participating in a brand activation, taking your marketing campaigns offline can be the perfect opportunity to reach new audiences.
Brand activations can also solidify existing customer relationships with 40% of people stating they became more loyal to the brand after engaging with an experiential campaign.
We’ve pulled together a list of some of our favourite campaigns. Read on to get inspiration for your next activation!
Innocent: The Big Rewild
Innocent Smoothie launched their Big Rewild campaign in Trafalgar Square. The activation encouraged urbanites to bring nature into the concrete jungle of London. The idea of the campaign was to give nature a helping hand and encourage people to do their bit for climate action. The activation included 6,000 live plants across the Square, including a replica of the iconic lions dressed with moss, ivy, and oranges. This was the statement piece that grabbed the attention of visitors the most. Five hundred potted plants were handed out to members of the public to take home and plant in their gardens, which was a great incentive to get people involved.
Specsavers: Should’ve Gone to Specsavers
Specsavers’ famous ‘Should’ve gone to Specsavers’ campaign was brought to the heart of Edinburgh in March with an experiential out-of-home stunt. A branded van got stuck on a rising bollard, right next to a warning sign reading “Caution. Automatic bollard in operation. No Parking” which went viral over social media overnight.
Nike: Car Boot
Activewear giants Nike took to Hoxton Docks in London for an exclusive Car Boot pop-up event. The event celebrated Air Max Day 2024 with Nike’s app SNKRS. Attendees were encouraged to bring along their preloved shoes for charity Sole Circle to collect. The event included performances from the likes of Lola Young and Foundation FM and stalls from Peachy Den and nail artists on-site.
Lego: Superpower Academy
Lego opened an immersive experience for all their Lego lovers at ‘Superpower Academy’ in Shoreditch. The activation aimed to encourage families to rediscover the superpower of play. The Superpower Academy featured a range of exciting escape room-style activities with different challenges set by the Professor of Play. The challenges tested players’ creativity, problem-solving, communication, and resilience. Once the players’ Superpowers have been unleashed, they graduated as fully qualified members of the LEGO Group’s Play Squad, taking home a LEGO graduation gift to commemorate the day.
Pinterest: Possibility Place
Imagine your Pinterest board came to life on London High Street. This free, two-day pop-up ‘Possibility Place’ featured a corner shop, a beauty bar, and a DIY store. It was full of ways to bring magic into the more mundane moments of everyday life. Pop into Provisions for mocktail making, meal kit giveaways, chef sampling stations, and lots of recipes. Book into Parlour for nail art, tattoos, hair styling, and live beauty transformations or head down to Projects for workshops turning DIY from intimidating to inspiring.
Brand Activation’s in the Heart of Brighton Beach
Looking for a unique and memorable location for your brand event? Did you know Brighton i360 offers event spaces for private hire? Whatever your vision, we offer space in the heart of Brighton beach. Located in a prime high footfall spot, we’ve hosted many successful activations over the last few years. Here are a handful of our favourite campaigns we’ve hosted…
Absolut Vodka
Last August we hosted Absolut Vodka for an outdoor pop-up event on our beachfront terrace. Guests had the chance to spin to win and in return, enjoy a premixed can of their choice from espresso martini, strawberry spritz, or passionfruit martini and sip on their drink on a branded deck chair in the sunshine.
DeLonghi
With a fully branded coffee station, DeLonghi held a pop-up for passers-by to try their coffee. DeLonghi baristas served hot cappuccinos, cool foam lattes, and cold brews on demand, giving guests a taste of their new at-home coffee machine.
Caterham Cars
Planning a PR event? Caterham Cars took their event sky high by hiring the Brighton i360 pod. To celebrate the launch of their latest vehicle, they built the car from scratch 450 feet in the air. As a result, they achieved 35 media stories in national, regional, and local trade outlets with an estimated reach of 1.1 billion.
Caterham Cars Brand Activation Brighton i360
Want to find out more about our event spaces? Reach out to the team events@brightoni360.co.uk