Superdrug 'Backstage Experience'
Superdrug
'Backstage Experience'
The Brief
In 2006, Superdrug appointed BEcause Experiential Marketing to develop its first festival-specific brand experience, as part of a wider focus on experiential marketing. Specifically, the retailer wanted to find a fresh way of raising its profile and promoting its fashion and beauty credentials with youth audiences.
The Solution
With this brief, BEcause designed the 'Superdrug Backstage' experience - an exclusive area for girls to glam up, be pampered and become their own festival superstar in the 'Hairbrush Diva' competition. The experience appeared at T in the Park and the V-Festival and featured velvet ropes, glamorous lighting, live video screen and bouncers at the entrances to create a sense of occasion.
Once inside, festival-goers could freshen up in the 'Stylists Lounge' featuring 'celebrity dressing tables' and sample products such as hair straightening tongs and make-up. Entrants in the Hairbrush Diva competition received a free 'Diva' makeover in the 'Stars Dressing Room', before venturing out onto the external catwalk for their big on-stage performance. The area also featured a retail zone - the 'Essentials Bar' - where visitors could purchase festival necessities such as sun cream and hand sanitisers.
'Superdrug Backstage' was staffed by both Superdrug shop staff and BEcause Brand Ambassadors who, in addition to looking after visitors, promoted and collected data for the 'Superdrug Summer' CRM programme.
In 2006, Superdrug appointed BEcause Experiential Marketing to develop its first festival-specific brand experience, as part of a wider focus on experiential marketing. Specifically, the retailer wanted to find a fresh way of raising its profile and promoting its fashion and beauty credentials with youth audiences.
The Solution
With this brief, BEcause designed the 'Superdrug Backstage' experience - an exclusive area for girls to glam up, be pampered and become their own festival superstar in the 'Hairbrush Diva' competition. The experience appeared at T in the Park and the V-Festival and featured velvet ropes, glamorous lighting, live video screen and bouncers at the entrances to create a sense of occasion.
Once inside, festival-goers could freshen up in the 'Stylists Lounge' featuring 'celebrity dressing tables' and sample products such as hair straightening tongs and make-up. Entrants in the Hairbrush Diva competition received a free 'Diva' makeover in the 'Stars Dressing Room', before venturing out onto the external catwalk for their big on-stage performance. The area also featured a retail zone - the 'Essentials Bar' - where visitors could purchase festival necessities such as sun cream and hand sanitisers.
'Superdrug Backstage' was staffed by both Superdrug shop staff and BEcause Brand Ambassadors who, in addition to looking after visitors, promoted and collected data for the 'Superdrug Summer' CRM programme.
