Percept ICE, the Activations, Events and Experiential Marketing Domain Company of Percept Limited, conceptualized and managed a range of innovative on-ground activations for 6 leading brands at the Sunburn Festival held from 27 – 29 December 2021 at Small Vagator in Goa. Percept ICE bagged the mandate for Havells, Kingfisher, Magic Moments, Wild Drum, BoAt and GIVA at Asia’s leading Dance Music Festival’s 15th edition which saw a cumulative attendance of over 50,000 millennial music fans.
Percept ICE launches digitICE conceptualized an innovative ‘Sunburn Look of the Season 2021 with Havells Grooming Line’ Engagement Zone to showcase Havells wide range of personal grooming essentials and enable visitors to get personally styled and flaunt their new look on social media handles. Curating a personalized grooming station for young music fans, brought the brand messaging of “Take charge of your look” alive and saw guests click pictures and post them across social media. A ‘Grooming Squad’ went around the venue searching for the ‘Sunburn Look of the Season’ contenders with winners being announced and gratified every day. Over 17,000 people engaged in the activity online and over 1,000 visitors flocked to this booth. Percept ICE’s scope of work included curating a novel Brand association concept, conceptualization, design and execution of the idea both online and offline, resource planning, seamless on-ground management, online amplification and long term asset creation for the brand.
Mukesh Jain, Associate Vice President, Havells said, “Sunburn Festival Goa offered Havells the perfect platform and opportunity to directly connect with our target audience in a vibrant and safe atmosphere. The personalized Havells Grooming Station at the nation’s largest youth connect event offered Havells a perfect setting to showcase our vast range of easy to use products, establish a direct line of engagement with the youth and encourage them to get a first-hand experience of the possibilities with Havells grooming kits to take charge of their look. Our ‘Sunburn Look of the Season’ contest got great participation and reviews both online and ofline. Kudos to Percept ICE for conceptualizing a great brand alignment opportunity for Havells and curating an entertaining engagement experience with our target audience.”
Nazneen Karimi, President – Experiential Marketing, Percept One said, “The directive to find a perfect brand association platform for the Havells Grooming Line was a challenging and interesting mandate that required us to think out-of-the-box. The ‘Sunburn Groomed by Havells’ concept at Asia’s biggest music festival not only ensured that Havells Grooming products found the perfect synergy platform to display their wide range of products but also seamlessly connect with their Target Audience in an entertaining and memorable manner to create instant awareness, interest, conversion and sales for their products. We are thrilled with the response received from the attendees and thankful to the Havells Management for their faith in our capabilities.”
Percept ICE conceptualized a fun installation for Kingfisher revolving around the theme “Fun, Friends and Kingfisher”. Percept ICE conceptualized multiple exciting interface points at Sunburn Goa ranging from larger than life Photo Opp installations, eye-catching branding and fun Games for young Sunburn fans which ensured a high level of on-ground engagement with fans attending the festival. Kingfisher also unveiled its all new youthful look at the Sunburn Goa stage which attained a lot of positive traction on social media handles. Special engagements were designed with artist Ritviz who not only dropped the popular Kingfisher “Oo la la la la le o” anthem during his set but also visited the Kingfisher Lounge and interacted with thrilled fans at the lounge.
For Magic Moments Vodka Percept ICE literally created memorable Magic Moments across the sprawling festival venue via synergized brand activations which included a bottle shaped LED which played dynamic visual content, several in-lit branding across the venue, a trampoline live photograpy experience, bar branding, merchandise and a unique Magic Moments Wall at Sunburn which captured some of the most high-recall and nostalgic images of Sunburn Goa over the past 14 years. The highlight of the entire engagement was a contest which invited fans to “Share their Magic Moments at Sunburn” culminating on Day 3 with the festival host VJ Noisy announcing the names of the winners who received a once-in-a-lifetime opportunity to come up on the world stage of Sunburn and click their Magic Moments Selfies with the audience while the Magic Moments film, brand visuals, music and branded Magic Moment balls bounced amongst the audience.
Percept ICE created a striking activation zone for Wild Drum, one of the first activations executed for the Beverage brand that has only recently been introduced in India. The scope of work included creating dynamic content across the venue including a vibrant Wild Drum engagement zone and attention grabbing branding on samples, personalized T-Shirts and at the Bar that witnessed maximum footfalls. Content creation for social media amplification was also developed for the brand.
boAt X Sunburn was another distinctive Engagement Zone created for boAt by Percept ICE at the festival. Stunning fun boAt Selfie Booths were designed where fans engaged and shared visual content on their Social Media handles.
Percept ICE curated a GIVA booth where the agency had to design and manage the entire booth. As an integral part of the engagement Percept ICE added a ‘Spin the Wheel’ idea displaying GIVA products. The contest was a big hit with participants who won many exciting prizes even as GIVA attained a fantastic means to showcase their products to the TG in a fun and interactive manner.
Said Vidya Alva, EVP & Business Head, Percept ICE, “With the recent challenging times and limitations with offline events, it brought us back to the drawing board to innovate and think of engagements and branding with the TG in the “new normal”. With such a wide scale of categories our team had to dig deep and come up with activation ideas that not only enabled each brand to showcase their product range and communicate their USPs in a pertinent way at the festival, but also engage with discerning millennials in a fun, captivating and a manner that they would want to engage in organically. We are thankful to every brand for believing in us to produce distinctive activations that saw great attendance, engagement and positive reviews from Sunburn fans. Getting back on ground with multiple brands has been a great high for the entire team at ICE. ”