Brand Activation – Appliances Online at Emirates Old Trafford
Appliances Online are one of the leading online delivery businesses in the UK. Emirates Old Trafford is one of the leading venues in the north west for conferences, exhibitions and events. In the summer of 2015, Make Happen helped design, produce and deliver a joint marketing campaign, working with both Appliances Online, and Emirates Old Trafford.
For an audience of 8,000 people, working for the brands Emirates Old Trafford (EOT) & Appliances Online (AO), we were asked to deliver 20 brand activations (using a team of 30 brand ambassadors) at 6 different locations across the UK, including the 1 day cricket internationals at EOT. The objectives included (1) increasing brand awareness, (2) experiential marketing, (3) audience engagement, and (4) audience data to support their marketing campaign.
Considering the brand, objectives, locations and audience, we helped design and deliver 20 brand activations from June to Sept. The design phase involved our Brand Makers, the brand campaign, experience for the audience, and capturing data for AO’s marketing campaign. The delivery phase of 4 months involved 15 of our our Brand Makers, an audience of 50,000 people, 20 activations, 6 different locations, and results based experiential marketing.
For the 20 activations, our Brand Makers raised brand awareness by engaging 450 people, and involving them in a fun experience of speed bowling in the inflatable cricket nets. This experience and engagement helped AO’s broader marketing campaign to achieve its objectives.
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