Hot summer weekends and crowds of people having a great time. The atmosphere is light, with the perfect balance of friends and entertainment. We were tasked to add VK to the mix, creating a lasting taste of summer and promote continuous purchase of VK long after the festival finished.
We created a festival oasis complete with beach-themed bar, cool DJ and dance floor where drinkers could dwell, dance or chill – a real showcase for the new VK varieties. Interactive Beach Huts invited drinkers to publish festival video diaries on social media. And the whole event was published on Facebook. On-site sales and brand interaction ensued, with an added knock-on effect of winning over the affection of the trade. It demonstrated to them that the audience was much larger and diverse than was previously thought, a benefit which has outlined the VK festival campaign.