On site event activation tactics designed to attract attention, raise awareness and increase engagement of IAAPA members, while creating the FOMO effect on nonmembers.
Background
How to make messages stand out in the ‘sensorial overload’ environment of the large expo?
International Association of Amusement Parks and Attractions (IAAPA) is a trade association representing over 9,000 amusement-industry members in more than 100 countries worldwide and operating several global attractions-industry trade shows.
Every year IAAPA hosts an expo for the EMEA audience – IAAPA Expo Europe. But while it is a ‘must not miss’ event for attraction professionals, participants lack awareness of what IAAPA stands for and what membership benefits it offers.
Approach
To surprise attendees, while working as EMEA Marketing Co-Lead, I planned and implemented a toilet poster campaign. This simple but effective brand activation tactic was based on the idea of a strategic but unexpected placement of humorous brand messages. With the key objective of creating brand awareness and emotional connection. We wanted the attendees to know what benefits IAAPA member provides, and nonmembers to consider joining.
- This campaign combined fun images with amusing headlines.
- It was based on behavioural change principles of using prompts and persuasion techniques.
- A series of posters appeared outside and inside of toilet cubicles and mirrors in the expo venue.
- Messages were tailored to refer to the unusual context of those brand message.
- QR codes acted as CTA drivers facilitating quick access to information while having a quiet moment.
And attendees paid attention! They loved the clever idea and the smile it brought to their faces.
