The SHS Group brand Shloer, is pertinent with Christmas and the festive season. The Shloer brand team aimed to create an immersive brand activation to engage customers during the busy festive season at the iconic shopping destination, Victoria Square.
The primary objectives were to capture consumer data and increase sales of the popular drink.
THE EVENT EXPERIENCE
Media Lab's creative team collaborated with SHS Group and Victoria Square to develop and build a fully customised brand activation for the festive season. This included a Shloer photo experience, customised Shloer bottles, point-of-sale displays, a sales system, and staffing.
The brand activation was complemented by a PR and marketing campaign, "It's a Shloer Thing," designed to increase brand exposure, boost sales, and capture valuable consumer data.
THE RESULTS
The Shloer brand activation engaged over 50,000 consumers during the four-week installation.
30,000 images were created and printed for customers to take home.
The event gallery enabled all attendees to access their creations and download a digital copy on-site.
20,000 customers purchased a customised bottle of Shloer as a Christmas gift.
Over 15,000 consumer email addresses were captured in compliance with data capture regulations.
The campaign reached over 3 million people on social media.
THE CONCEPT
BRANDING
The Media Lab team developed a custom branded photo and video experience that immersed and engaged consumers throughout the festive period at Victoria Square. To launch this experience and increase footfall to the activation and the centre in December, a PR influencer event was organised.
SETUP
Over a six-month period, extensive preparation was undertaken in collaboration with the SHS Shloer brand team and Victoria Square to ensure the activation aligned with brand guidelines, met all health and safety requirements, and achieved its intended goals.
Media Lab installed a customised festive set featuring a 10-foot Shloer bottle, which housed the photo experience. This setup included a branded backdrop and branded props for customers to enjoy.
A team of trained brand ambassadors assisted customers in engaging with the brand experience. They guided users through the process of entering their contact details to receive a fully branded print and encouraged them to purchase a personalized bottle of Shloer from our exclusive system.
ONLINE SHARING
Shoppers queued to use the ‘It’s a Shloer Thing’ brand activation. Before having access to an onsite branded gallery to choose their image, print a copy and share a digital version to their smart phone via email or text message.
CUSTOM GALLERY MIRCOSITE
The customised event photo gallery encouraged users to instantly share their content on social media channels.
All guests could view the content created during the brand activation on a custom branded microsite.
Additionally, the client received access to a weekly event report and all content throughout the activation, enabling them to use it in their own marketing efforts.
