Agency: SMP Group
Client: Avery UK
Event Name: Meadowhall Shopping Centre
Agency Website: www.smpgroup.co.uk
Avery UK came to us wanting to create the house that Sheffield built. We were told that they had booked a space in Meadowhall Shopping centre for a week spanning from Monday to Sunday. With the target demographic being mothers and children, we were creatively charged with finding a solution that not only showcases the use of the product but conveys the brand and engages the correct audience. We were given a space of 5x7m in the busy entrance to the Oasis Dining hall area of Meadowhall Shopping centre in Sheffield. The brief also included the need for queuing and as the maximum capacity denoted by the shopping centre allowed 10 people in the activation area at any time. Avery wanted to showcase the versatility of their product and show the many uses of their range of adhesive labels using live demonstrations while also offering the ability to purchase the items on the day. The key design element we wanted to include was having a way for the residence of Sheffield to feel like they had a contribution to the structure and leave them feeling engaged and remember the brand.
After a few concepts, we settled on a design of a Wendy house that was sized at 5x5m. We chose this design as we felt that it would engage the key demographic and also stick to the theme of the event that was ‘the house that Sheffield built’. Working with the team at Meadowhall we were able to gain design approval and adhere to all of their guidelines. Externally we created the classic look and feel of a Wendy house using artificial grass, flowers and windows where passers-by could look in to the activation promoting interest in the event and driving more footfall. Inside, we wanted to turn this in to a relatable area where the versatility of the product could shine. Creating a school room aesthetic to show examples of where the labels could be used, coat hooks on the walls to showcase the clothing labels and then the centre piece of the event, the brick wall. The brick wall was the cornerstone of our design as it would allow children to design their own brick using one of Avery UK’s labels and create a true meaning of ‘the house that Sheffield built’.
The activation started after an overnight build on Sunday. Monday morning arrived, and the show began. We had photographers at the event to take images showcasing the beautiful activation we had built the night before. After some snagging issues had been rectified the morning of the event and the health and safety team had been round to sign off the stand the public started to flood in. Engaging the key demographic with branded merchandise and opening the wall for children to design their own bricks. There was a face painter on site for 3 of the days further driving the brand engagement. The bright colours and open feel created more interest Avery anticipated and found themselves very busy from the word go. As we noticed during the site survey, there was a walkway above the event space and with this in mind we designed the structure of the Wendy house to have an open roof to drive interest in the event from the public walking past at all angles.
The result was a fantastic activation for Avery showcasing their product to over 1200 members of the public selling product and increasing brand awareness. This has led to an increase in the brands presence in high street stores and more collateral to be able to push the brand further. The structure was also designed to be re-usable in case Avery wished to have another pop up event in the future and Avery have already approached us to create a new experience for them to highlight other areas of their brand.