In order to activate its younger target group, the energy and communications service provider EWE presented itself at music festivals in the north of Germany with a festival stand designed by us and the appropriate promotional power. Tens of thousands of contacts were reached live via the emotional brand staging and a lot of whimsical social media content was also created around the EWE festival tour.
JOKE has been working for Germany’s fifth-largest utility company EWE across all company divisions since 2014. In 2019, we implemented the EWE Festival Tour for the telecommunications division for the first time. The task was to position EWE in the mindset of a younger target group as a likeable communication partner by their side, using an attention-grabbing brand staging. And to provide the right WLAN power at the rather rural festival locations.
For this purpose, a modular EWE stand in rustic “festival style” was developed, which could be individually adapted to the respective location structure. The challenge was, apart from the different logistical festival specifications, the coordination of all logistics partners with regard to the structurally demanding construction.
As accompanying, target-group-oriented activation measures, there were EWE hotspots with high-performance WIFI for free at the EWE festival stand as well as on the grounds. Other brand-appropriate activities at the EWE festival hotspot included free service offers with added user value, e.g. a powerbank deposit campaign, charging stations for direct refuelling, and a donation and competition campaign where festival visitors could work off their energy on the EWE Energy Bike for a good cause and a cool goodie. All according to the motto: “Log in, refuel and scoop festival tickets for 2020.”
To extend these live experiences, there was a matching INSTAX photo campaign for the countless #WOWMOMENTS.
The EWE festival tour generated over 60,000 leads and many times more content posts on social media.
Photos: Ulf Duda
