E.L.F Beauty Glow Tour: A Major Brand Activation Roadshow Europe

Objective

We were delighted to be asked to collaborate on this brand activation roadshow with Creative Marketing agency, Southpaw. This brand activation roadshow across Europe for E.L.F. beauty, would travel across Copenhagen, Stockholm and Oslo. Promoting the launch of a new range of products, it was designed to excite loyal fans, attract and convert the curious and generally raise awareness of this innovative and fun cosmetics brand – the experience had to be as flawless as the make-up itself.

The brief

A first-time partnership with experiential marketing agency Southpaw, we were asked to manage the end-to-end logistics and execute the on-site delivery of the agency’s creative and playful concept. Working together, we would tour across Denmark, Sweden and Norway, delivering a fully branded and immersive ‘backstage’ experience with all the vibes of a live rock concert. Replicating the same experience at each location – an out-of-town shopping centre in Copenhagen, one of Stockholm’s city centre parks and Oslo’s main railway station – was key, as was complying with venue, and country-specific regulations, working to tight deadlines and to a specific budget.

What we did

Drawing on our extensive experience of seamless event management and brand activation roadshows, we took on the role of seasoned roadies, working behind the scenes to guarantee a memorable ‘gig’ in each city. We led the on-site operations at each location, liaising with the venues, suppliers, drivers and crew to ensure set-up and de-rig would run smoothly and the customer journey seamless. This included the installation of branded assets, from the stage area, pink carpets, signage and tents to crowd control. We also managed the transport, inventory and stock of all products for the tour.

A rock tour needs a tour bus, and The Bus Business created an amazing bespoke double-decker bus fitted with make-up stations, gaming zones and product displays. And putting the new make-up lines in the spotlight, we assembled a unique ‘band’. Life-size models of five hero products were created, each one paired with an instrument specially colour matched to the cosmetics palette. These hero products really bought the E.L.F. experiential marketing campaign to life and provided a fantastic photo opportunity for crowds whilst waiting for their Glow Up.

Visitors were greeted with branded lanyards and invited to complete a Glow Check on iPads to discover their perfect make-up. Boarding the bus, there was a fun and interactive Guitar Hero challenge, plenty of make-up products to explore, and professional make-up artists provided complimentary makeovers. Then it was backstage to collect free samples, brand merchandise and temporary tattoos, before grabbing a few selfies with the ‘band’.

As well as delivering a fun experience, it was essential to ensure each travelling beauty activation complied with health & safety. The weather threw up some challenges and our contingency planning came into play. Despite heavy rain and high winds in Oslo, we were able to react quickly and adapt the set up without compromising the guest experience.

The results

Three cities, three countries, three weekends, almost 3,000 miles travelled, one sensational tour attracting thousands of brand fans! This brand activation roadshow in Europe and the social media buzz created, saw queues forming hours ahead – it felt very rock’n’roll and went far beyond a typical product launch. Working as a team, which saw multiple companies pulling together, we coordinated, managed and delivered an inspiring consumer experience that brought to life the beauty brand’s playful personality. For the client, it was a hugely successful campaign. And for us, it demonstrated our capabilities as an exceptional partner for event production.

Got a brand activation roadshow coming up? Contact us to find out how we can make this exceptional!