Festival season is nearly upon us and the sun is shining, which basically means it's Summer! To celebrate I've dived into one of my favourite festival activations.

Sure Deodorant wanted to own 'music and motion with festival experiences' up and down the country during the Summer of 2016. At the time, Sures' communication priority was their 'MotionsenseTM technology (microcapsules that release bursts of freshness in response to movement) and targets young deodorant users by focusing on moments where movement happens naturally - music and dance events.'* The connection was natural and was a great place to target young deodrant users when they probably need it most. How many times have you forgotten to pack your deodorant, refused to go anywhere near the festival "bathrooms" or been dripping in sweat and probably drink, you hope, whilst in a crowd.

Working alongside the agency N20, they 'suggested brand messaging across four music festivals (Creamfields, T in the Park, V Festival North and V Festival South), and recommended strategies to make the most of Sure’s investment – e.g. ‘refresh zones’ would be open 12 hours a day to take advantage of peak festival hours.
This brand activation campaign incorporated dovetailing touch-points along the consumer journey to keep Sure front of mind with festival goers and reinforce the association between Sure, music and movement, as well as targeting multiple senses to deliver a holistic and immersive brand experience. The agency also provided support at two additional events (Run to the Beat and a private Ella Eyre gig) to build up a programme of related brand events for Sure.'*

'High-visibility Sure Refresh Zones offered festivalgoers samples, the chance to freshen up, and free branded LED foam glowsticks.'*
'The dance areas had a strong brand presence, with full sponsorship of a dance tent: on-stage scrims, lighting globes, screens with bespoke content and naming rights.'*
'At Creamfields, the agency brought Motionsense to life, using sensors to measure crowd movement and reward the crowd with refreshing bursts of CO2 when movement reached its peak - linking Sure, motion and refreshment.'*
'The agency provided experiential support for a private ‘Sure Ella Eyre’ gig for industry influencers. This ‘movement activated’ gig activated Sure’s brand proposition at a moment of organic movement. At Run to the Beat, there was a photo opportunity and product sampling. A large boombox backdrop and two mini trampolines allowed mid-air shots, capturing the Motionsense messaging - movement and music.'*
The combined experience is something I loved and the festival go-ers did too. 
'176,000 passed through T in the Park’s ‘Sure presents King Tut’s Wah Wah Tent’ alone. The Refresh Zones recorded a combined footfall of 60,000+.Live Nation exit questionnaires were positive: 63% of V Festival attendees recalled Sure’s presence, and 64% had a better opinion of Sure.Run to the Beat Sure’s Ella Eyre gig was a huge success with several pieces written by influencers. Of 332 photos taken at Run to the Beat, 149 were tagged on Facebook by 307 people.'*
The results spoke for themselves and there is definitely something we can take from all the different activations. The Creamfields activation was a genius idea and really stood out, but the other smaller activation can't be forgotten as each element combined to create an amazing integrated experience across multiple venues that truly captured Sure and Music and Motion.


*https://dma.org.uk/awards/winner/2016-bronze-best-use-of-experiential