The Challenge
In conjunction with GDO 365 and the launch of Kellogg’s new Special K variant – ‘Advantage’, Brand Events was to come up with an activation to give high awareness to the brand, last well beyond the initial brand experience at the consumer expo.
What we delivered
Brand Events leveraged the Special K brand’s sponsorship of the fashion area at Girl’s Day Out by designing and creating a dynamic, eye catching environment to engage consumers whilst they enjoyed the fashion entertainment.
Over the course of the 3 days we staged 18 sittings, 14 red carpet moments and gave away over 1200 goody bags to Special K’s core consumers. The property was a huge success and stood head and shoulders above all other branding at the event. 2 special prizes were given away every sitting; contestants won either a year’s supply of Special K Advantage, or a magazine subscription. There was also a VIP area on site where clients, celebrities and friends of the brand were able to sit and view in comfort.
It was important for every patron of the fashion shows to leave with something tangible from their experience of the Special K fashion arena, so we distributed goody bags to every person that was seated to watch the shows. Each bag contained a number of relevant premiums for women in particular, including lipstick, makeup, magazines, fitness & health vouchers and of course a box of Special K Advantage.
Brand Events delivered signage design and production, uniforms, sponsorship leverage and negotiations, staffing, setup, stock control and staging for the event. Every aspect was catered for and looked after by our MC and coordinator, and was a great success.
