hello@besixth.com
Author: Charlie Crocker – Global Head of Events.
When asked what superpower I would like to have, it’s always a tossup between flying and teleportation. The carefree side of me quite likes the idea of soaring through the sky embarking on an adventure – it being just as much about the journey as the destination – whereas the impatient part of me favours teleportation arriving immediately at where I want to be.
You’d be forgiven for thinking, ‘what has this got to do with my brand planning?’ However, it does highlight two approaches we often take when developing campaigns.
The first direction to explore is an extended campaign with multiple touch points across a defined period. We create a journey for people to join that builds to a climax with a hero activation. This allows new and old customers to engage with the brand on and offline at different touch-points throughout the campaign, maximising our reach and brand exposure.
A great example of this is the campaign we ran for Sailor Jerry with a takeover of Glasgow, Edinburgh, and Dundee. This took place over the course of a month and kicked off with murals painted all over the cities showcasing Norman Sailor Jerry Collins tattoo flash art. We created a simple call to action to upload to social with a specific hast tag, in order to enter a competition to win tickets to our hero activation at the end of the campaign.
Throughout the month we had gigs in all 3 cities, we took over tattoo parlours and barber shops, partnered with restaurants and had student brand ambassadors targeting students at key social events all over the cities with sampling. This all led to a mini festival in a Scottish castle with live music, DJs, BMX and skate performances, live tattoos, live graffiti, a cinema and more.
A pre and post campaign study showed a 50%+ increase in brand awareness and 218%+ increase in intent to drink Sailor Jerry among our audience.
An alternative approach is where there is no build up, our goal is to transport you directly into our brand world. Whether you’re stepping off the street after work or at a festival we want to play into the senses creating a wow moment. It’s the juxtaposition of where you just came from to where you are now that excites, intrigues and ultimately create a memorable experience.
It’s this idea of teleportation that we play into in our brand activations making the destination the instant ultimate experience.
We’ve created many of these moments along the way, here is a snapshot of my favourites:
– Creating an Italian inspired immersive exhibition in the basement of church for a Gancia press launch
– Transforming two giant tepees into a forest inspired drinking experience with live music, workshops, tastings and more for Zubrowka at Wilderness Festival
– Building and managing the first ever hostel in a festival campsite with a fully programmed stage of live music and DJs alongside a full day for hostel activities for STA Travel
– Converting an abandoned derelict warehouse in Finnieston Glasgow into a Sailor Jerry inspired music venue for a month of shows and events
This is what we love to do and we have some more exciting projects in the pipeline this summer.
Whatever your super power of choice, we’ll find a way to make it happen, just don’t be invisible.
Be part of it.
BeSixth.
