We need to bring to life an idea that shows the brands ongoing commitment to and passion for music, in a way that allows consumers to experience a variety of touch-points.
• Communicate the brand Core Creative Idea in an engaging and tangible way
• Create social conversations and amplify our association with the events we are partnered with
• Increase trial and product consideration with our core target audience
• Create an integrated program to drive an outside-in approach to music and audience
Denmark Street, a music mecca steeped in history, recreated to disrupt the festival landscape.
Insight: If you build it, they will come. Consumers are looking to us for experiences that provide them with an element of discovery and escapism.
Idea: Recreate the famous Denmark Street precinct, drawing on various audience touch points of Relentless @No5’s brand space and its surrounding community.
Implementation: An expansive 25m x 25m space including a variety of audience engagement areas that allowed people to engage with the brand on their own terms; Airbrush Tattoo Studio, T-shirt Screen Printing Studio, Hall of Fame Photo booth, Relentless Merchandise Shop all provided the audience to have an immersive brand experience. The music line-up consisted of up and coming, popular and relevant artist’s spanning a variety of musical genres. Onsite sampling and branded merchandise were also distributed at various locations around the festival.
A unique destination that stood out against the festival orthodoxy and reinforced the Relentless brand’s commitment to energy in music .
A total of 13,800 people experienced the activation over its 5 days on tour
Over 10,250 samples were distributed
667 individual screen printed t-shirts distributed
Over 1,250 individual people got tattooed
#berelentless trended 5th in the UK due to pre festival competitions prior to Reading Festival
“I was quite honestly blown away by how awesome both sites looked – they were without doubt the best activations we have done in my opinion!”
Sam Grant, Relentless Marketing Manager