BRAND ACTIVATION - EXPERIENTIAL MARKETING EVENT
AWARD WINNING EVENT
THE INITIAL IDEA
Our friends at Vape Direct & Riot Squad E-Liquid had come to us with a new product they were looking to launch in 2016-17. The idea was a new brand of E-liquid that would take the ever growing vape industry by storm. The new brand was called Riot Squad and it certainly lives up to its name.
The ethos of the new product was a rebellious nature, riotous in its cause to create a stir in the market in a way which was immersive and full of experiential attractions.
The stand design had been created and it was up to us to fill it with actors and promotional personnel who were able to relate to such a cause.
HOW WE DID IT
Our team got started on casting the actors and promotional staff. We then created a brief for the client where we would utilise our dance squads and flash mobs to create a stir throughout the exhibition. Half the dancers were riot police looking to stop our riot squad dancers from spreading the word of the new product.
We had 3 performances throughout the day which all lead up to the big give away. in between eh flash mob performances we had the actors and the flash dancers roaming through the crowd screaming "free the vape" and "the revolution will not be televised" This created such a buzz the patrons of the exhibition had to come and see what the fuss was about.
On the stand itself, we had 3 police officers who would arrest people as they passed by. The would take them into a 3 part immersive experience. The 1st part was a processing room where they would be shouted at and have all of the tier vape taken away from them. The 2nd part was the interrogation room where they would have their names and details taken down as part of data capture/criminal record system.
The 3rd room was where they would then be dressed in a boiler suit and have their mugshot taken before being given their stuff back and sent on their way.
The results were Award winning and extremely positive. The client's feedback was amazing and as a result of the exhibition the brand was catapulted into the vape industry.
Award winning stand and immersive experience
Mass social engagement
1000's of impressions