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Houston launches summer with Sistema brand activation

The people
Sistema® is a household name and the summer season is a big commercial opportunity for the brand. From picnics in the park to parents preparing for back-to-school, we needed an activation that brought the brand directly to media to help drive awareness and educate key publications on Sistema’s brand messaging and product offering during a peak period.
Themed around National Picnic Week, Sistema’s Picnic in the Park van visited three London based publication houses offering out a delicious spread of beverages and food housed in Sistema® containers and bottles.
The power
- An experiential activation: We created a bespoke branded vehicle designed in Sistema’s brand colours. Utilising shadow graphics and a photographic mural of Sistema® products, we were able to take the brand off the shelves and directly to media in a visual and immersive way. Visitors were gifted Sistema food containers with picnic treats inside and a Sistema bottle with a drink of their choice, all of which were presented in Sistema cooler bags complete with a marketing flyer providing Houston’s contact details and directing contacts to the Sistema® website to view the full collection.
- Interactive experience: As an additional element outside the van itself, we created the Sistema® Wheel of Fortune. An interactive element, this acted as a fun and engaging way to educate visitors on the different Sistema® ranges, whereby each section corelated back to one of Sistema’s collections for visitors to spin to win. There were no losers, each visitor walked away with a branded bag filled with goodies from the corresponding range and one lucky winner won a bespoke picnic hamper filled with Sistema® products.
- A data-driven approach: Partnering with our sister agency SixTwo, we created a registration page for the event. Attendees were invited to pre-register and for those that hadn’t, they were asked to scan a QR code on the day directing them to register for the event. Alongside event registration, attendees had the option to opt in to receive PR content and marketing. This element of the activation not only aided to track those who attended the event but supported capturing data for both PR and marketing usage.
- Tactical partnerships: We partnered with The Luxury Picnic Company to create a bespoke menu that could be housed in Sistema® containers and bottles and given out from the van for media to enjoy. The introduction of creative catering was used to show visitors how they could create their very own #SummerwithSistema using Sistema® products. Each menu item was named after the product the catering was housed in to get media familiar with the product names and collections.
- Branded touch points: With activations like this the devil is truly in the detail, whereby the Sistema® branding was apparent at every touchpoint. From the van and products to the Houston team acting as brand ambassadors wearing branded t-shirts, branded lanyards featuring the QR code, branded napkins, branded marketing assets and even a plan B rainy day contingency of a branded gazebo to protect visitors.
The impact
- Over 194 journalists and commercial contacts attended the activation
- Aided to cement relationships with key media and commercial contacts in a natural, organic way
- Drove data capture for PR and marketing usage
This case study demonstrates the power of creating experiences that can be delivered directly to media.