Earlier in the year, we were thrilled to partner with events agency, Horizons by TPG, to conceptualise, create, and run a series of activations for its client, Zen Internet. Our collaboration with Horizons by TPG saw us create not one, but THREE engaging activations, which would run for two consecutive weekends - firstly in Glasgow and then in Edinburgh. Read the following case study to learn about the incredible activations we created for Zen Internet, all of which were specifically crafted to boost brand awareness, increase dwell time, and drive website traffic across Scotland.

The Brief

When Horizons by TPG first engaged with us about collaborating on this activation, there were many potential avenues down which we could’ve gone to help achieve Zen Internets objectives, which included:

• Data capture for future engagement.

• Instant gratification through prize-winning opportunities.

• Increased dwell time to encourage deeper brand interaction.

• Website traffic to further showcase Zen Internet’s offerings.

• Brand awareness to grow their presence in Scotland and across the UK.

Through a series of calls and meetings, we managed to narrow down the range of possible activations to three - all of which added their own essence to the overall campaign, while also helping to deliver on the client’s key objectives.

The Solution

To meet Zen Internet’s objectives, we created a multi-layered activation that combined digital engagement, prize-winning opportunities, and on-brand aesthetics. Our approach included three distinct experiences, each carefully tailored and wrapped in Zen Internet’s branding.

Reaction Game

We created a custom game for visitors to the activation space to play. The game challenged players to catch various Zen-related logos which fell from the top of the screen, before they reached the bottom - the more logos players successfully, caught, the more points they amassed. The purpose of this game was to test the speed of players’ reactions, which helped tie into Zen Internet’s proposition of having high-speed broadband services. Furthermore, though, the game was also designed to increase dwell time within the activation space, allowing us to expose consumers to the Zen Internet brand as well as provide brand ambassadors the opportunity to engage with consumers and discuss Zen with them.

Over each weekend, a leaderboard was created to show the players with the highest scores, with those at the top of the leaderboard winning a prize. Additionally, everyone who took part in the game received a branded email, confirming their score and also providing a further touch point for increasing brand awareness and driving traffic to Zen’s website. And finally, the game was used as a means to capture user data, allowing us to provide the client with compliant data which could be added to Zen’s existing database.

Digital Photo Booth

Another element of the whole activation was a branded photo booth. The purpose of the booth was to allow consumers to interact with the brand, by way of taking photos, gifs, and boomerangs which they’d then be able to instantly save and share. The booth satisfied three objectives:

1. Brand awareness

2. Data capture

3. Instant gratification

To help amplify the Zen Internet brand, the photo booth was fully branded. This included branding being applied to the exterior of the booth, through our vinyl wrap service, along with the creation and implementation of branded UI (user interface) screens, a branded overlay which was automatically added to all content created through the booth, and also a branded email template (for when users shared their content via email) and a branded microsite (online gallery). Through all of these elements, we were able to serve the Zen Internet brand and keep it front and centre of the photo booth experience.

We also included an onscreen data capture form as part of the photo booth user journey. As with the Reaction Game, this allowed us to grow Zen Internet’s database through the fun of the photo booth.

Finally, we also added a digital ‘Spin to Win’ game at the end of the photo booth journey. After users had shared their content, a wheel appeared onscreen, which, using their finger, the user could spin, to see if they’d be a lucky winner of a Zen Internet prize. Through the addition of this gamified element, we were able to reward participants in the photo booth, while also providing a fun activity for them to take part in. Moreover, those lucky enough to win a prize received a further branded email as a confirmation of their success, further helping to reinforce the Zen Internet brand.

Lockbox Competition

The third and final digital activation we supplied as part of the campaign was our popular Lockbox activation. Through Lockbox, consumers could win an array of prizes throughout both weekends. Taking part in the competition couldn’t be easier; participants were simply invited to scan a QR code (which we created) with their mobile device which then opened a landing page where all they had to do was submit their name and email address. Upon submitting this data, users were instantly sent an email with a randomly generated six-digital numerical code, which they were invited to enter into the Lockbox’s digital keypad - those with a lucky winning code saw the Lockbox unlock, revealing the prize inside.

This was a great addition to the event, as like our photo booth solution, this helped to achieve various objectives, such as increasing brand awareness, harvesting consumer data (GDPR-compliant), and offering on-the-spot prizes to surprise and delight participants lucky enough to be a winner.

Theming and Furniture

In addition to the digital activations we supplied we also teamed up with our parent company, the Blue Parrot Events Group, to supply furniture and theming to help complete the activation space. Through this collaboration, we ensured each space was visually cohesive, welcoming, and on-brand, contributing to a high-quality experience that encouraged visitors to stay and explore each element of the activation. If you’d like to explore Blue Parrot Events Group’s theming options, click here, while you can click here to browse it’s range of hire furniture.

The Results

Through our collaboration with Horizons by TPG, the activation met and exceeded Zen Internet’s objectives, highlighting the power of experiential marketing to connect with audiences in Scotland and beyond.

Over the course of the two weekends, various members of the public interacted with each of the activations, allowing Zen Internet brand ambassadors to engage with them and tell them a bit more about the brand and its range of services. Furthermore, through various branded elements (including branded furniture and branded lighting (matching Zen Internet’s brand colours)), we were able to amplify the brand and really gain some traction with consumers across Scotland’s two largest cities. In addition to these qualitative outcomes, the event also delivered some terrific quantitative results, such as:

• A total reach in excess of 10,300 through our branded photo booth

• Total impressions of over 33,700 through our branded photo booth

• A subscription rate of 94% through our branded photo booth

• Over 180 data records captured through our Lockbox competition

• In excess of 120 consumer email addresses harvested through our branded reaction game, with a 100% opt-in rate

Our approach to digital activations and experiential marketing contributed to delivering a successful and memorable event for Zen Internet, demonstrating our expertise in creating engaging, results-driven campaigns. When looking at the combined results - both qualitative and quantitative - it’s clear to see just how our collaboration with Horizons by TPG exceeded Zen Internet’s event objectives. Furthermore, it was a thoroughly enjoyable and fun event to be a part of, and our event team had a blast working with our colleagues from Horizons by TPG and Zen Internet.

Contact Us

If you’d like to talk to us about delivering a similar activations for your next campaign or event, or would like to discuss other concepts, please get in touch. And if you’re a marketing or PR agency looking for an experiential partner, please contact our Experiential Development Manger, Graeme, and he’ll be happy to discuss how we can help you elevate your clients’ initiatives.

Want to learn about some of our other projects? Click here.