Unlocking Rewards and Creating Keepsakes at All Points East

The Brief

The organisers of the popular Luno Presents All Points East music festival came to us when looking for activations ideas for the six-day festival, hosted in Victoria Park, London. As part of the brief presented to us, the festival organisers and headline sponsor wanted activations which would achieve the following objectives:

• Raise awareness of the brand and its offering

• Drive sign-ups

• Harvest data

• Give festival-goers a fun and rewarding experience

The Solution

After some internal discussions and calls with our client, the decision was made to run two activations – one in main part of the festival and one in the Luno VIP Garden.

Activation one - The Luno Prize Vault

For the main part of the festival, we run our Lockbox activation (termed as the Prize Vault during the festival), which was used as means to harvest user data, encourage engagement, and provide instant gratification.

How it worked was incredibly simple. QR codes were dotted around the festival, which when scanned, loaded a branded landing page where users input their name and email address. Once they’d submitted their details, they were sent an email with a unique six-digital code, which they were then invited to enter into Lockbox’s digital keypad.

Winning codes resulted in the box popping open and the user winning the prize inside. Prizes varied from VIP garden passes, to backstage tours, to ‘pit’ passes. There were a number of prizes up for grabs each day, which helped maximise the number of participants.

Another part of this activation saw a button appear onscreen (after data submission) which took users to sign up to receive news and info from headline sponsor, Luno.

And of course, all elements of the activation were Luno-branded, to help with the brand awareness piece.

Activation two - The Luno Photo Booth

Situated in the Luno VIP Garden, we had one of our most popular photo booths (the Summit) set-up, so anyone within the VIP section could have their photo taken while they enjoyed music and dancing.

The booth was set up to take three photos per use, which gave users the ability to have a bit of fun and get creative with various poses. Once all three photos were taken, they were added to a Luno-branded photo template which they could either email to themselves, text to themselves, or get an instant printout of.

This offered all users a keepsake – physical or digital – which they could keep as a reminder of the amazing time they had at the festival. And the inclusion of the Luno branding on every set of photos helped to really further the reach and awareness of the brand.

The Results

Following the conclusion of the festival, our team embarked on an analysis of the performance of both activations, to ascertain whether or not we’d managed to achieve each of the objectives set out in the client’s brief.

Spoiler alert – we did!

Luno’s Prize Vault proved to be a hit throughout the festival; the Prize Vault area was constantly inundated with festival-goers trying their luck with the vault. In many cases, we also experienced people remain in the activation area to try their luck multiple times, which helped to increase dwell time in the activation area.

Our post-festival analysis showed that the activation had received in excess of 2,700 entries, had captured over 2,500 festival-goer email addresses, and had facilitated 170 winners.

And when carrying out a deeper analysis, we learned that the number of Prize Vault entries resulted in an average hourly entry rate of approximately 71.

It wasn’t just the Prize Vault which delivered a strong performance, though. The Luno Booth also delivered terrific results.

Through our analysis, we discovered that over 1,600 photos had been captured (representing an average of approximately 40 photos per hour).

Our analysis showed that the most popular sharing method was the physical printout, with many users requesting multiple printouts of their photos. Despite the overwhelming preference to having a physical printout, we can see that there were over 500 ‘digital shares’, resulting in an estimated online reach of almost 9,000.

After completing our analysis, we revisited the client’s objectives to ensure we managed to achieve each of them:

• Raise awareness of the brand and its offering? Yes.

• Drive sign-ups? Yes.

• Harvest data? Yes.

• Give festival-goers a fun and rewarding experience? Yes.

In addition to the analytical data we learned, throughout the duration of the festival, our staff also recorded qualitative feedback from festival-goers who all loved both activations – particularly those who were lucky enough to unlock the Prize Vault, as you might imagine.

It’s great to be able to achieve client objectives, but just as pleasing to us is watching people interact with our activations, and have a fantastic time in doing so. It’s validation that the work we do is achieving our proposition – experiences worth sharing.

Contact Us

If you’d like to talk to us about featuring Lockbox or one of our photo booths at your next event, 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.