But a well-located pop up with a purpose can still be a very effective way to capture the imagination and bring a brand to life. They require very little space, are easily mobile and when designed effectively can serve as a highly memorable visual display of a brand’s personality.
But in 2016, a traditional pop-up shop no longer surprises the average consumer. Brands must now think way outside the confines of ‘the box’. In the last year we’ve seen the likes of Coca-Cola, Reebok and Coop all do just that with creative and memorable stunts – and now a new name joins that list.
With its latest experiential campaign, Quaker has shown how taking a new approach to the traditional pop-up can have a big impact. Targeting morning commuters, an interactive vending machine was set up in a busy Belgian train station with one clear aim: to promote Quaker as a quick, nutritious breakfast option.
Visitors were attracted to the booth by a wooden sign promising a ‘free breakfast’. By pushing the corresponding button on the side of the ‘vending machine’, they could then select one of two breakfast options.
Choice made, their breakfast was then made right in front of their eyes – by robots. Well, people dressed as robots. These quirky Quaker ‘Bots’ used fresh ingredients for the breakfast and the whole process was visible to the public through the vending machine’s glass front.
The Quaker brand message was very clear throughout the brand experience. By capturing people at one of the busiest times of the day, the brand demonstrated that its breakfast offerings can be prepared quickly and easily, supporting today’s fast-paced lifestyle. Meanwhile the wooden covering, buckets of corn and farm-style signs all pointed to the natural, home-grown origins of the brand.
Unsurprisingly, the quirky pop-up drew a large crowd, with many posing with the Bots. Take a look for yourself:
Quaker’s brand experience will have certainly provided a lasting memory for many. The clever campaign not only captured people’s attention, but by giving them a delicious free breakfast, it also rewarded consumers for their time with a very relevant and tasty product.
And, let’s face it, who can possibly say no to a free breakfast made by robots?
Joss Davidge is Director of the Unexpected at BEcause, the award-winning live brand experience agency, dedicated to enhancing Brand Love. Sign up to Joss’ next complimentary brand experience masterclass to learn about the most effective experiential marketing strategies.
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