"Don’t Look Back in Hunger" – Golden Wonder’s Crisp Takeover for Oasis’ Scottish Shows
The Brief
Earlier in the year, our client, Communicorp UK, contacted us to discuss an idea their creative team had for an upcoming campaign. The campaign in question was to help promote their client, Golden Wonder, during the three Scottish dates of Oasis 2025 tour, which took place at the Scottish Gas Murrayfield Stadium.
Their idea was to capitalise on a trend where people used A.I. to transform themselves into an action figure. Knowing we have A.I. capabilities as part of our photo booth solutions, Communicorp UK got in touch to see if we’d be able to bring their concept to life.
After a few calls, we established that this was something we could support Communicorp UK with. But once we confirmed that we could run our A.I. software to deliver the creative they had in mind, we then had to look at the purpose behind it, to ensure the activation wouldn’t essentially be a fancy gimmick.
Attention soon turned to what Golden Wonder’s objectives for the activation were, in addition, of course, to creating a fun activation for music fans to engage with before each gig. Other objectives the activation was tasked with achieving included increased dwell time at the Golden Wonder pop-up activation, encourage brand interaction and sampling, and of course, increased visibility of the Golden Wonder brand.
Once the objectives were agreed, it was time for us to get to work…
The Solution
Although we’d agreed on the creative for this activation, it wasn’t all that straightforward; there were varying elements to consider, such as textures, levels of realism, structure, background etc.
With so many elements to consider, this was one of those creative processes where we wouldn’t know we’d landed on the correct blend until we actually saw it.
Our team experimented with various combinations until they finally landed on the perfect output design. And once we produced a style which was approved by the client, our team began the process of fine-tuning our A.I. algorithm and carrying out various tests until we hit the sweet spot!
While the creative element was in progress, other members of the team were looking at the most impactful and user-friendly ways in which we could satisfy the client’s main objectives – boosting brand visibility and growing Golden Wonder’s database.
When it came to increasing brand awareness, we designed a suite of user interface (UI) and copy assets which would be integrated into the photo booth user journey. Furthermore, we included four of their most popular flavours – Cheese & Onion, Salt & Vinegar, Chip Shop Curry, and Salt & Chilli Chicken – as options to include in the output. Users simply selected their favourite flavour and the action figure version of them would be holding their chosen flavour of Golden Wonder crisps.
However, when looking at ways to really ‘push’ the Golden Wonder brand, our team thought of another fun solution – to create a giant packet of crisps prop, into which the photo booth would be integrated. With the activation taking place in Edinburgh’s busy Haymarket Train Station, filled with countless commuters, we wanted something which would stand out, grab attention, draw commuters over the activation, and of course, promote the brand. We pitched the idea and the client loved it. So, our production team began the process of designing and building a giant packet of crisps!
Further to the objectives which we discussed in the briefing stage, during the ‘build’ process, we also added in a data capture element, providing an opportunity to harvest user data for Golden Wonder, through the activation.
To facilitate this, we used our tried and tested method of integrating a digital form, integrated into the photo booth user journey. When taking part in the activation, users were served with an on-screen form and asked to input (using the booth’s built-in touchscreen) their name, email address, and state whether they’d like to receive marketing communications. Using this method of harvesting user data ensured an easy-to-use, streamlined experience for users, as well as allowing us to supply the client with a spreadsheet of data which could be quickly and easily added to their existing database with just a few clicks.
The Results
Our collaboration with Communicorp UK, on this Golden Wonder activation, proved to be a huge success. Alongside additional event elements and the Communicorp UK promo team, the activation was incredibly eye-catching and certainly grabbed the attention of passersby.
And when drilling down into quantitative data from the activation, we can see some excellent stats, such as:
Over 450 activation sessions:
An average of over 30 sessions per hour;
Or, an average, an interaction every 1 minute 58 seconds
This large volume of interactions helped expose the brand to a wide audience, as well as deliver on the dwell time objective, as fans stayed within the activation space to get their A.I, content, as well as free samples
A total campaign reach of over 25,000
Total campaign impressions in excess of 82,000
Furthermore, in addition to the brand awareness stats above, our intelligent analytics system was also able to extract powerful demographic information, such as the most engaged gender and age groups.
On reflection, this was an incredibly fun, and more importantly, successful activation. Of course, it came with the odd curveball – which is par for the course when working with generative A.I. – but overall, everything performed exactly as it should, resulting in an attention-grabbing activation which delivered on the client’s objectives.
Contact Us
If you’d like to speak to us about creating a similar activation for an upcoming campaign or event, please get in touch – we’d love to hear from you. With many in-house departments, including production, we can create almost anything and cater for all budgets.
In addition, we have an array of ‘off-the-shelf’ solutions which are both budget-friendly and extremely captivating! And finally, we also have a fully immersive showroom – the Experiential Playground – which encourages visitors to get some hands-on experience of our kit and essentially try it before you hire it! If you’d like to book your visit to the Experiential Playground, just click here.