Freshening up the rock festival experience
Bray Leino’s 2014 summer of festivals continued in early July with a trip to Belgium’s Rock Werchter, one of Europe’s largest music festivals. Our mission? To help the Mondelez chewing gum brand Stimorol freshen up festival goers’ mouths. As anyone who’s ever woken up and clawed their way out of a boiling hot tent will know, minty-fresh breath is not usually a quality commonly associated with festival revellers.
With this in mind, we imagined an arduous day in the life of a party-flavoured festival mouth, and found various interesting and fun ways to apply the functional and fun elements of Stimorol to people’s experience.
We were able to create emotive brand moments at different times during the day, all linking back with a coherent social media strategy ,to Stimorol’s brand Equity campaign ‘Dare to open your mouth’.
Product sampling on its own isn’t enough in this environment if you want to deliver value for money on festival activity. So with hundreds of people visiting the stand every 30 minutes, we generated experiences that we knew would engage the diverse festival audience, like a huge game of truth or dare; and a photo booth experience that challenged people to show us their freshest festival faces, taking over 2,170 shareable group photos over the whole event.
Our brand ambassador team distributed over 150,000 product samples and almost 4,400 branded promotional items like hats, vouchers, ponchos and wristbands.
They also hosted 216 games of truth or dare, creating sharable moments and stories with each interaction.
...and for future reference, when you dare people to swap clothes at a rock festival, they do it like they mean it, regardless of who’s watching…