IND_5Brief: Engage families at Camp Bestival by hosting an experience which communicates how Indesit’s new Innex technology makes family life easier through its simple “Push and Wash’ one-button system, and celebrates the brand’s partnership with Arsenal Football Club.

Our audience insight: “When we’re not watching our favourite bands, we’d love somewhere to hang out that the whole family can enjoy.”

IND_6Activation: A completely free-of-charge experience designed to highlight the extra time that Innex technology allows families to spend together. Featuring a range of football-based activities and challenges, along with a bar/launderette area for parents.

IND_2The activity was built around an interactive trailer centre, where younger visitors could enjoy soccer schools coaching clinics, play games, and win footballs and t-shirts by taking part in a penalty contest.

IND_1Next to the trailer, visitors of all ages took part in the Indesit Clean Sheet Challenge, in which participants aimed to win prizes including Indesit and Arsenal-branded water bottles by kicking footballs into two Indesit washing machines. As well as promoting Innex technology, the experience also showcased to parents the innovative Sports Programme functions available on all Indesit washing machines.

IND_3Did it work?

30,000 people were at the Camp Bestival event. The success of the activation was measured by the volume of these attendees we could attract to the activities taking place. The results were really pleasing:

  • 2,494 people took on the dribbling course
  • 2,356 tried their hand at the Clean Sheet Challenge
  • 2,246 people had their shooting power measured in the Speed Shoot
  • 1,744 youngsters took part in the Arsenal trailer experience