July 2012

Summer festivals: activation takes centre stage 27.07.2012

With a 139,000 unique visitors, Rock Werchter is one of the biggest festivals in Europe . At this year’s festival, KBC Bank set up a ‘grasshopper’ rodeo, promising to plant a tree for everyone that rode it: an original idea with an appealing ‘green’ edge. Telecoms company Proximus chose free phone-charging – a bit predictable but guaranteed to go down well at a weekend event. But probably the best activation of all was the offer of free toothpaste and washing facilities from recruitment specialist Randstad: a practical idea providing obvious value to one of the company’s key audiences.

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