Client:
Hometown London
Brand:
Rakuten
Activity Summary:
Kru Live were tasked to deliver a 12 day Superbag extravaganza showcasing the Rakuten family which included Rakuten.co.uk, Viber, Wuaki tv and Kobo throughout the UK.
The event aimed to engage with consumers, build brand awareness and to generate competition entries in various city centres.
The lead brand Rakuten presented the following interactive mechanics to showcase each of its brands:
- Viber interactive was installed to showcase its product on the large screen and an interactive game was devised for members of the public to trial the product
- Wauki.tv aired blockbuster singalong Frozen and Maleficent screenings. They also hosted family friendly interactive games on the 5Mx3M LED screen
- Lucky prize winners received one of many fantastic prizes that included Kobo tablets and credit on Rakuten.co.uk
Families were invited to attend with their children in fancy dress to the Frozen singalong screenings. The event was supported with a celebrity personal appearance from Natasha Hamilton, Atomic Kitten and mum who hosted singalong’s with the children.
Kru Solution:
Kru Live were responsible for implementing all live campaign elements including promotional staffing, celebrity personal appearances, presenters, crew, security, location sourcing, all production, logistics, event collateral, reporting and measurement facilities and event documentation.
The event took place in 4 cities across 12 days. The team consisted of a core Event Producer, Assistant Event Manager and a core Team Leader who briefed a team of 10 local brand ambassadors in London, Manchester, Cardiff and Glasgow. Each event had a full production team of 30.
Kru also introduced and developed all measurement processes and reporting to the campaign to ensure that the campaign could be adequately evaluated and return on investment demonstrated.
Results
The campaign was delivered within budget.
Exceeded data capture KPI’s with 94,800 unique pieces of data captured on site.
Over 1,200 members of the public viewed a cinema screening.
We received overwhelming positive consumer comments both on social media and onsite.
95% of those asked had not previously heard of the brand but intended to visit Rakuten’s website following the event.
72% of visitors would recommend Rakuten to friends and family following the event.
