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Project

Client: Imperial Brands

Year: 2019

Industry: FMCG & retail

Deliverables

Visual, verbal, motion, interaction, digital content, environmental, event

Launching a better way

We partnered with Imperial Brands to activate blu in the UAE market. blu is the original vaping brand, however, their market share was being diluted by established players as well as new entrants. We created a brand experience for “Groove on the Grass” at the Emirates Golf Course. Consisting of a 4×6 metre container-inspired stand, we were able to weave in the brand essence of discovering a world of flavours. The stand was zoned to include six zones that all served a different purpose. The zones were; educate, experience, purchase, linger, social sharing and finally, brand loyalty. From a sampling area to free tattooing, we created a highly engaging space that was busy across the event. By guiding potential consumers through this journey, we were able to create a high uptake of the product.

Launching a better way

We partnered with Imperial Brands to activate blu in the UAE market. blu is the original vaping brand, however, their market share was being diluted by established players as well as new entrants. We created a brand experience for “Groove on the Grass” at the Emirates Golf Course. Consisting of a 4×6 metre container-inspired stand, we were able to weave in the brand essence of discovering a world of flavours. The stand was zoned to include six zones that all served a different purpose. The zones were; educate, experience, purchase, linger, social sharing and finally, brand loyalty. From a sampling area to free tattooing, we created a highly engaging space that was busy across the event. By guiding potential consumers through this journey, we were able to create a high uptake of the product.

Results & testimonial

The blu experience was well received and was the most visited stand across the entire “Groove on the Grass” event.

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