Delivering Brand Experiences in Saudi Arabia for British Airways
Earlier this year, we had the privilege of collaborating with London-based agency, TMW Live Experiences and our friends at British Airways, to provide not one, but two activations at the Great Futures event, in Riyadh, Saudi Arabia.
Through liaising with representative from both the TMW Live Experiences team and British Airways, we were confident that we’d be able to create and deliver two incredible, engaging activations to entertain delegates at the event.
The Brief
After being referred by British Airways, the TMW Live Experiences team reached out to us to engage in conversations around creating and supplying an engaging and fun activation, for British Airways, at the UK Government’s Great Futures event, in Riyadh.
Through our initial discussions, it became clear that any activation we delivered for the event had to meet the following objectives:
Amplify brand awareness
Increase brand reach
Encourage user interaction and participation
Provide instant gratification
Drive traffic to British Airways’ website
Further to the objectives above, through secondary discussions with British Airways, we were tasked with supplying a second activation for the event, this time with the specific objective of helping to promote the brand’s brand-new marketing campaign, dubbed ‘Windows’.
Through this second activation, we were to give delegates at the event the opportunity to feature in their very own version of the famous OOH campaign.
The Solution
Lockbox
Initially, we discussed the idea of running our Social Mosaic activation at the event, but through further discussion, it was decided that, although it ticked many boxes, it perhaps wasn’t the right activation for that particular event.
However, once the key objectives became clear, one activation stood our from the rest – Lockbox. Through our Lockbox activation, we were confident that we’d be able to meet each of the objectives set out in the briefing stage.
Through Lockbox, we were able to promote the British Airways brand across multiple touchpoints – both off and online. Furthermore, not only could we promote the brand, we were also able to include key messaging about the brand and even drive traffic to it’s website.
And prior to the event, a number of prizes to be locked in Lockbox were agreed, which meant that throughout the duration of the event, we were able to instantly gratify lucky delegates when it discovered they had a winning Lockbox code, allowing us to create an instant buzz and excitement in the venue, which helped attract attention from other delegates at the event, in turn, helping to promote the British Airways brand even further.
‘Windows’
At Social Jungle, we’re always looking and moving forward, we never stand still. With this attitude, our team’s always working on creating and implementing new technologies and methods to help us deliver fantastic activations which provide our clients with a tangible ROI.
It’s through our forward-thinking approach that as soon as we were asked to conceptualise a way to help promote the ‘Window’s campaign, we already had solution that was the perfect fit – A.I. Green Screen.
You can learn more about our A.I. Green Screen solution here, but in short, it allows us to use A.I. to remove any physical background and instantly replace it with a new one. And, what sets it apart from traditional green screen technology, is that if a subject is wearing green, the software recognises this, and doesn’t remove the item of clothing from their experience.
So, using A.I. Green Screen, in conjunction with our photo booth software, we were able to replicate the ‘Window’s proposition, but with a very specific area of the experience in which users’ heads would appear, giving the illusion that they were sitting in a British Airways plane, looking out the window.
When users had taken part in the experience, they could instantly share their ‘Windows’ experience on the likes of social media or simply save it to their device. Not only did this help raise awareness of the new campaign, but it also helped promote the British Airways brand.
The Results
Both of the activations we ran for Great Futures were incredibly well received during the event, and saw a continuous stream of delegates using and interacting with them.
And upon analysis of the activations’ quantitative data, were able to see the extent of their success.
Lockbox, for example, enjoyed just under 200 entries (just under 100 each day of the event), with an average entry rate of over 12 entries per hour. Moreover, the activation saw over 50 prizes given away to lucky winners over the course of the two-day event.
And our ‘Windows’ activation delivered in excess of 100 branded photos being captured, with a total estimated reach of over 10,500 and impressions north of 34,600.
Given ‘Window’s was purely to promote the new campaign and raise brand awareness, these stats are fantastic and really delivered on the objective set out in the briefing stage of the project.
On reflection, we’re really pleased and proud of the work we produced for Great Futures, as not only did it allow us to showcase some new technology, but it also enabled us to hit each of our objectives.
Contact Us
If you’d like to talk to us about delivering similar activations as these for your next campaign or event, or would like to discuss other concepts, please get in touch.
And if you’re not sure which activation would be right for your particular event, don’t worry, we have plenty of other activations and ideas which are ideal for an array campaigns and events.