Brand Experience and Activation > Use of Promo & Activation
TBWA\BUENOS AIRES, Buenos Aires / TELECOM PERSONAL / 2013
Overview
Credits
ClientBriefOrObjective
Personal Fest is a music festival but, unlike other similar festivals, it provides the
public with experiences that go beyond the bands. In each edition of the festival,
people of all ages, customers and non-customers alike, look for something even
more surprising than the previous year. This action was geared to showing that even
a place as neglected and unglamorous as a porta-a-potty could become a space in
which to enjoy a unique, different and personal musical experience.
Implementation
This action at the festival’s venue consisted of creating music with porta-a-potties.
To that end, we branded seven bathrooms with the brand’s colors and installed
a sound system, each with its own rhythm, in each of the bathrooms. When the
bathroom was occupied, the sound system was activated; when it was empty, it was
not. The different combinations yielded countless melodies in synch with people’s
natural rhythms.
Outcome
For the first time in the history of concerts, a concept was developed for
the neglected space of the porta-a-potty. The idea was extremely effective and
appreciated by the public; it provided a new vision of a staple at mass events and it
will be used in future editions of Personal Fest.
Relevancy
Due to the wide use of smartphones amongst our target, social platforms, mainly
Twitter, were the main platform used to communicate the idea. There was a
hashtag #bañosritmicos where people could comment on this action, and upload
photos and videos. The action was so successful that the bathrooms were as widely
discussed as the bands. The action was also communicated on YouTube since this
was the first concert in Argentina to be livestreamed
More Entries from Best Use of Ambient in a Promotional Campaign in Brand Experience and Activation
24 items