2016 Bronze Best use of Experiential

Agency N2O

Client Sure

Campaign summary

Sure deodorant owns music and motion with festival experiences

Campaign overview

Sure’s new brand visual identity and change in communication priorities brings to life 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.

Strategy

The agency 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.

From experience they knew that festival parameters can change constantly in the lead-up, and the staff delivering the campaign must be ready to take advantage of new opportunities.

This brand activation campaign incorporated dovetailing touchpoints along the consumer journey to keep Sure front of mind with festivalgoers 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.

Creativity

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 gobes, 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.

Results

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.

Claudio Bellen, Sure brand manager, said, ‘Responding to a challenging brief, N2O delivered in record time a strong activation for our Non Stop Summer campaign, expertly balancing the functional and emotional aspects of Sure antiperspirant. Creamfields was no doubt the highpoint of the campaign. Results so far have been impressive and confirm the high standard of the work carried out by the N2O team.’

Team

Jo Jenner (Campaign Director) • Emma Welch (Campaign Manager) • Heather Devany (Creative Director) • Renato Lopes (Digital Design Manager) • Hiral Shah (Social Media)