Brief
- Develop a modular stand that can be easily transformed to various zone sizes at different festivals, regarding weather conditions
- Introduce Tinkoff ecosystem products to the guests of the fest
- Develop additional activities to promote products at the brand stand
- Develop an optimal set-up for activities at the stand and implement interactive mechanics for generating UGC content
- Increase brand loyalty, increase the brand mention in the terms of festival
Challenge
- Create a visually striking and noticeable stand that attracts attention from far away, regarding the high traffic of guests and changing weather conditions
- Successfully integrate the brand into 3 major music festivals using the same setup for all events
Solution
In 2022, Tinkoff acted as a partner in three major summer fests:
STEREOLETO, Wild Mint GREEN and Wild Mint VIOLET. We have created an interactive entertainment zone for festival guests that embodies the best summer activities with the slogan “Summer is one of a kind”, related with the main Tinkoff slogan “One of a kind”.
Our task was to create a space where brand integration would be soft and natural. And of course, to think over the details that encourage guests to visit each of the zones and create their own content to share on social networks.
Conceptually, the Tinkoff zone resembled a playground for adults, taking the guests back to the days of their carefree childhood:
- a slide for children and adults
- a photo zone where the background could be personalized, so that each photo was unique
- sunny lounge area where it was possible to “embrace the sun” and relax
- an interactive sensory zone "In touch with summer", where it was possible to touch the sounds of the sea, to listen to the crackling of a fire and the rustling of grass – all thanks to the integration of technology with special sound constructure, from which the sounds of nature were broadcasted.
There were four types of special activities available in different areas, so the participants could show off their talent in athletic cycling, trivia, quick reactions and take part in a real-life version of a popular online game. The guests could also win prizes from Tinkoff, while discovering the benefits of various products and services of the ecosystem.
The way that we built the brand area allowed the guests to see everything, as the wall set-up had been provided for an unobstructed view. All of this fueled the interest of the audience and contributed to the participation in the available activities, as evidenced by the attendance record.
In addition to the main area of the STEREOLETO festival, we built a VIP stand, which gave its guests a spectacular view of the main stage.
All events were designed and implemented in accordance with the principles of the brand, broadcasting technology, safety, comfort, relevance and proximity to the audience. Guests of the Tinkoff corner were able to learn more about the brand and have a really good time.
The partnership integration of the Tinkoff brand into music fests 2022 became one of the brand’s highlights of the year.