FIVEPOUNDS
Be Royal meets immersive branding
Today more than ever, branding is about experiences. And real-life experiences where you become part of the happening are the most engaging ones. Together with Café Royal’s management and marketing team, brand experience agency Campbell & Jones and design agency Studio Schoch, we created an experience pop-up where you can show yourself you have guts. Fully in the new developed attitude to life of the brand, «Be Royal». From concept definition over city activation and live event to storytelling engagement and communications, we created Zurich’s ultimate pop-up experience.
When was the last time you showed courage? For you to live up to it, to experience life here and now, we created a unique space where you can free yourself and unleash your bold side. Where you can be royal – your own way. To convey the true spirit of Café Royal’s rebranding, we created an immersive branding experience that focuses on the spirit of the brand rather than a classical sampling event. It is about «Be Royal» as much as it is about coffee.
5 rooms. 5 dares.
Middle and center of Zurich, it is a unique space that tickles your senses and enables you to test yourself in a safe environment. Since an act of courage means different things to different people, we picked five dares and dedicated a room to each one. In the fight club you experience the thrill of a boxing match surrounded by a cheering crowd. In the tattoo-o-mat you let fate pick your tattoo. In the vertigo room you face your fears as soon as you wear the VR glasses. In the demolition room you destroy to be able to create anew. In the performance room you can go on stage and share bits and pieces of you – singing, laughing, telling your story, screaming. 5 rooms. 5 dares. 5 ways to be courageous.
Teasing the pop-up
To make Zurich aware of the new pop-up, we created performances around the city that would play the topic of the rooms. Experience for experience, it was not enough to walk about it, we wanted to touch the courageous ones, those who dare to ask for more. Promoters walked around crowded spaces of Zurich and distributed FivePounds coins with a reference to the Instagram account. A coin for a free shot. An experience before the experience.
All around the city
Posters of FivePounds were spread across the city – at the spots reserved for cultural events. Always two next to one another. Bringing across a strong visual and the hashtag created for FivePounds: #ihaveguts. A call to action for everyone. To own.
Posters of FivePounds were spread across the city – at the spots reserved for cultural events. Always two next to one another. Bringing across a strong visual and the hashtag created for FivePounds: #ihaveguts. A call to action for everyone. To own.
The experiences of engaged guests
Open for four weeks, the pop-up generated a high level of engagement. The content featured individuals who participated to the different dares. Via Instagram stories and posts, Zurich’s most courageous ones made FivePounds their own. They posted their own experiences. Ambassadors of the spirit of FivePounds and multipliers of its message at once.
5 personal stories
The experience, the content, the personal stories. Five women told us what FivePounds meant to them. Unique stories of moments of courage. Experiences that impact us. And remain with us. Creating a unique connection. Every guest was aware that Café Royal is the brand behind FivePounds. And everyone has his/her very own live experience with Café Royal. One that has changed how they will look at the brand from today onward.
Where competence meets guts
Café Royals management and marketing team decided to create a unique immersive branding concept that sets them apart and enables a high level of engagement with new target groups. The boxing communities, the tattoo communities, the bold communities around Zurich. A close collaboration with the brand experience agency Campbell & Jones and the design agency Studio Schoch made FivePounds possible.
Responsible at Café Royal: Roman Sonders (Global Head of Marketing & Communication), Janna Opelt (Marketing Communication Manager), Magdalena Blonkiewicz (Marketing Communication Manager), Nadine Behling (Head of Content Creation)
Responsible ai Branders: René Allemann (CEO), Thom Pfister (Creative Director), Marisa Güntlisberger (Director Omnichannel Experience), Thea Ferretti (Director Communications), Luisa Ender (JuniorBrand Consultant), Caroline Spoerry (Junior Brand Consultant), Martin Fähndrich (Video Journalist), Katja Wölfel (Senior Copywriter)
Responsible a Campbell & Jones: Marc Steimer (Co-Founder), Oscar Martin
(Co-Founder);
(Co-Founder);
Responsible a Studio Schoch: Dominik Schoch (Head of Studio Schoch/Owner), Tina Fuchs (Head of Innovation/Consulting Director), Laura Haas (Design)
