ACTIVATING A COFFEE BRAND AT A MUSIC FESTIVAL
Buondi is the most radical and forward thinking coffee brand in Portugal.
The brand is deeply connected to youth and surf and a few years ago they started the strategic approach to the music territory by being the official coffee of the world known Alive! Festival in Lisbon.
We designed all the main concepts for several years and created the brand activations for both social media engagement and for the festival.
When working for a music festival for the first time I realized that many brands do it in the wrong way: brands at festivals constantly try to get audience's attention, ruining the main purpose of the festival experience - enjoy good live music.
So our approach was to enhance the experience rather than fighting to have everyone's attention.
When working for a music festival for the first time I realized that many brands do it in the wrong way: brands at festivals constantly try to get audience's attention, ruining the main purpose of the festival experience - enjoy good live music.
So our approach was to enhance the experience rather than fighting to have everyone's attention.
2011
The year of Buondi inception at Alive. We designed the stand, the experience and the activations with an innovative concept and architecture approach for a music festival - Buondi ON AIR.
We created two special booths, literally on air, for every customer who wanted to have a completely new viewpoint of the concert. All they had to do was to buy a coffee. Once there, Buondi offered a new product taste experience.
We created two special booths, literally on air, for every customer who wanted to have a completely new viewpoint of the concert. All they had to do was to buy a coffee. Once there, Buondi offered a new product taste experience.
For the activation, strictly during concert breaks, we introduced a competition for people to catch Buondi t-shirts coming from the air.
2012
For this edition, we created a new and closer to the customer approach. Under the concept, YOU ROCK Buondi paid the tribute to their costumers by re-decorating the space with pictures of them.
The submissions were taken at Buondi's Facebook page and the best ones won free tickets. In addition, we traveled the country with a You Rock Ticket Tour, offering tickets to people who found our street musician.
The submissions were taken at Buondi's Facebook page and the best ones won free tickets. In addition, we traveled the country with a You Rock Ticket Tour, offering tickets to people who found our street musician.
2012 T-shirts had special messages combining Rock and Coffee.
2013
In 2013 we went further. Instead of creating just a concept for the festival, an all summer concept followed the brand for all the following months. I'm talking about music festivals, international surf competitions, cinema festivals and in-store activation and branding.
Buondi Good Times was the celebration of all good things that happen during summer. With strong digital presence, we asked the brand followers to share their #buondigoodtimes and lived with them all the moments at Alive!. We even created a Buondi Red analog filter for smartphones.
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