REDical Park: Volume 2, Folk Fusion
Main category
B2C
Sub-category
13. Pop-Up Event
Watch the event video
Event Description and Key Objectives
The REDical Park event, organized for the second consecutive year, aimed to enhance the brand recognition of Beefeater Gin & Tonic among young adults aged 21-30, emphasizing responsible consumption and supporting young talents. This year's theme, Vol. 02 – Folk Fusion, sought timeless creations embodying the intersection of tradition and futurism. The primary objectives were to create a strong connection between the brand and the target audience through creative expression and art, and to highlight the color red as a symbol of individuality and innovation in both fashion and beverages.
Key Objectives:
- Increase brand awareness among young adults aged 21-30.
- Promote responsible drinking.
- Support and showcase emerging fashion designers.
- Drive growth in the canned beverage segment.
Key challenges
Obstacles and Solutions:
In Slovenia, where alcohol advertising is strictly regulated, positioning Beefeater Gin & Tonic alongside global brands required a creative and unconventional approach. The brand embodies young urban explorers driven by a thirst for new experiences, defying established norms, and being independent, edgy, and radical
Budget Constraints: The event was planned with no additional advertising budget. This challenge was overcome by leveraging organic social media strategies and community engagement.
Engagement and Participation: Attracting young designers and the target audience was crucial. We utilized Instagram live voting and AI-enhanced content to engage nearly 100 candidates and maintain audience interest.
Event Execution: Coordinating a live fashion show required meticulous planning and logistics management. We collaborated closely with partners, utilized a project management framework, and employed robust communication channels to ensure smooth execution.
Basic information about the event
Name of the organiser
DROM agency d.o.o. and BOLD projects
Location
Cukrarna, Ljubljana
Event duration
15/11/2023
Client
Pernod Ricard Slovenija d.o.o.
VOTING LINK
Event results
Creativity
Creativity and Originality:
To provide young, promising fashion designers a platform to express their uniqueness, we designed the REDical Park contest. The goal was to introduce these talents to the world. This edition sought timeless creations at the intersection of tradition and modernity, strengthening the brand's connection with the target group through fashion expression.
The event's concept of combining traditional motifs with contemporary trends was unique and resonated with the target audience. The use of red as a dominant color symbolized passion and energy, aligning perfectly with Beefeater Gin & Tonic's brand identity. The integration of AI in content creation added a modern twist, showcasing the brand's innovative spirit.
Innovation
Organisation and Content: The event was structured around a fashion competition that integrated traditional and modern elements. The use of AI to enrich content and enhance the presentation of designs was a novel approach.
Programme Design: The live voting mechanism on Instagram allowed real-time audience participation, creating a dynamic and engaging experience.
Technical Support: Advanced AI tools were employed to create visually captivating presentations, and seamless live streaming ensured broad accessibility.
Execution
Execution:
Project Management: The event was meticulously planned, with clear timelines, roles, and responsibilities defined. Regular check-ins and updates ensured everyone was aligned.
Staff and Client Relations: A dedicated team managed client and partner communications, ensuring their expectations were met and their contributions were recognized.
Logistics: Efficient coordination of venue setup, influencer and participant relations, and equipment ensured the event ran smoothly.
Measurable results
Results and ROI:
The event exceeded expectations, achieving impressive organic reach and engagement:
Organic Instagram Reach: Increased by 3,632%
Impressions: 1,167,236
Reach: 894,100
New Followers on Event Night: 863
Event Attendance: 437
These results highlighted the effectiveness of our creative strategy and community engagement, delivering significant ROI without additional advertising expenditure.
Communication
The event was part of a broader communication strategy aimed at reinforcing Beefeater Gin & Tonic's brand values. It was promoted through social media channels, engaging the target audience and amplifying the brand's message of supporting young talents and responsible drinking.
Sustainable practices
Sustainability Measures:
The event incorporated several sustainable practices:
Eco-Friendly Materials: Use of sustainable materials in fashion designs.
Local Talent Support: Fostering local talent not only supported the community but also reduced the carbon footprint associated with transporting designers from afar.
