Download our sample PDF
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
London
Sydney
119 Alexander Street,
Sydney, New South Wales,
2065
Sydney, New South Wales,
2065
+61 416 122 553
The magical brand experience created by Kopparberg and Bigger Agency at the mesmerising Urban Forest left visitors spellbound. The vibrant colours and aromas of Kopparberg’s fruit lager and the earthy scents of reclaimed wood structures left a lasting impression on the minds of many.
This immersive brand experience created during four separate festivals in the UK, was an instant hit specifically among the young target audience of the Kopparberg products. This was no wonder as normally the success rate of experiential marketing is as high as 38.34%.
Read on as we take you on an exclusive behind-the-scenes of a captivating experiential marketing campaign created for Kopparberg’s fruit lagers.
Brand experiences are out-of-the-box approaches to marketing a brand or product by creating memorable interactions between the audiences and the business. This could be through events, installations, or virtual engagements, and almost always goes way beyond traditional advertising.
According to a survey, 78% of young audiences felt that the lack of relevance was the main reason why they did not connect to a brand. A brand activation can, therefore, be considered a success if, by the end, audiences feel that the product is a part of their lifestyle.
When thoughtfully executed, such plans enhance brand loyalty, giving the company a chance to gain word-of-mouth marketing as participants share their memorable encounters with others.
The Urban Forest had already had a successful run in Hackney Wick, London. The Swedish cider brand, Kopparberg and Bigger Agency next decided to bring it to four different festivals in the UK to allow existing customers to interact with the new fruit lagers. This would allow them to tap into the younger audience, which had the potential to become loyal customers.
The experience comprised a magical world created within 20m high walls made of reclaimed wood. Each structure could accommodate up to 400 visitors who were treated to an enchanting activation that invited everyone to explore the arena within.
The Forest itself was a lively and bustling venue that offered rich musical talent a stage to perform on. The electrifying performances provided the right setting for an evening of endless fun with the Kopparberg products as the main features.
Within the structures, there were a series of mini experiences and Instagram-worthy moments which encouraged visitors to document these by snapping photos and recording movies.
The place was alive with live music, brilliant artwork and shimmering lights hanging from trees.
Each corner within the walls was a new discovery for visitors who mingled while making memories.
Two bars were set up that offered exclusive Kopparberg products including the refreshing fruit lagers that earned an immediate customer base.
This immersive brand experience managed to challenge the perspective of consumers about the brand with the help of music and art. The success of this experiential could be gauged by the continuous footfall it received throughout the day and the night.
In the end, the user-generated content ensured that the event was talked about even long after it had ended. Visitors posted on their socials helping increase the reach of the event manifold.
Brand experiences can do absolute wonders for any marketing campaign. They have the power to lure consumers into the world of the brand, engage their senses and keep them fully absorbed.
The success of this type of marketing can be seen in the fact that 91% of consumers said they are more likely to buy from a brand after participating in a brand activation or experience.
Unlike traditional marketing campaigns, immersive experiences make customers feel like part of a story. They help build connections that stick far longer than any traditional ad ever could.
To top it off, these activations enable brands to display their values in a way that feels genuine.
There is a lot to be learned from the success of Kopparberg's Urban Forest campaign.
Here is how other brands can draw inspiration:
Kopparberg’s Urban Forest was way more than an exciting space. It was a thrilling event which provided its customers a chance to engage with the products in a standout setting. They created long-lasting memories and went home with a strong impression of the fruit lagers in their minds. Such an interaction always creates a loyal customer base who are sure to make an effort to seek out the product again.
Brands can similarly design events to increase social media shares and encourage organic, user-generated content.
A sensory appeal was crucial in Kopparberg’s activation. The smells, colours, and ambience of the forest helped create an emotional response that lasted longer than visual elements alone. The fruity scents of the lager mingled well with the sounds of cheer and laughter.
Such interactions build connections that are much stronger than anything traditional marketing can achieve.
Kopparberg’s Urban Forest brought people together. It was an adventure made for the entire community to enjoy together. Here music and art played a central role in creating a camaraderie in a unique setting.
Brands can use similar experiential marketing techniques to create a space where consumers feel part of something larger.
Let us take a look at some future trends in experiential marketing.
VR technology allows brands to create fully immersive worlds that consumers can explore from anywhere. This trend is already picking up steam in marketing activations and will continue to be used in campaigns in future.
With the help of AR, brands can project interactive content onto real-life spaces, turning ordinary locations into exciting, branded experiences that are a treat for visitors.
Touch-sensitive screens, motion detectors, and projection mapping are transforming static displays into engaging installations.
With the rise of remote work and virtual engagement, brands are merging in-person and online elements in events. Hybrid brand experiences let audiences join in from anywhere, expanding reach while maintaining the in-person event’s tangible impact.
Artificial Intelligence (AI) is being used to suit brand experiences to individual preferences. This helps businesses create targeted interactions.
Brands are increasingly focusing on eco-friendly experiential marketing, using sustainable materials, reducing energy consumption, and integrating themes of environmental responsibility. This appeals to conscious consumers and helps build a positive brand image.
These emerging trends are reshaping how brands engage with audiences in meaningful ways.
Creating successful brand experiences like Kopparberg’s Urban Forest takes a lot of effort and extensive planning behind the scenes. The success of any experiential event is testimony to all the hard work that has gone behind it.
For companies aiming to stand out in today's experience-driven market designing meaningful interactions is absolutely imperative. It goes a long way in building a community of loyal customers who are happy to become a part of the brand’s story.
