Athleisure brand Gym+Coffee were about to 'drop' a new line of hoodies and challenged us to concept a physical stunt that would increase their brand awareness, turn heads, engage consumers and showcase the new range of products.
To deliver a disruptive activation in Manchester city centre that generated talkability, pushed brand awareness and put the new hoodies front and centre. It needed to engage with consumers and press alike, as well as cutting through the noise in an already saturated market.
Our creative concept took a very literal approach to the new 'hoodie drop', and we dropped a fully branded, “highly confidential” shipping container into the middle of Manchester’s Spinningfields. With the use of custom-made scenic props and dressing, we created the illusion that the container had fallen off a forklift, shattering the pavement. We then partially cordoned off the area with Hi Vis caution tape for extra authenticity and impact. Within the container, we produced an art experience that displayed the new hoodies in eye-catching picture frames and we paid homage to Manchester via a series of graffitied symbols. To engage consumers, coffee was served to morning commuters and people were invited to take part in our 'drop' game for the opportunity to win a variety of Gym+Coffee prizes. To amplify the experience further, a number of relevant influencers attended and shared content to their social channels.
G+C were delighted to work with onepointfive on our experiential "Drop" activation in Manchester this year to launch our latest hoodie range to the UK market. From start to finish, the whole team brought a positivity and professionalism that made the whole project a joy and run very smoothly. There are lots of surprises and last minute hurdles that can pop up with activations like this but the onepointfive team took it all in their stride and communication with us was always quick and solutions based. A great collaboration all around.