SIMPLE TRUTH AT IHEART RADIO ALTER EGO 2019
ROLE: LEAD DESIGNER | AGENCY: REVOLUTION MARKETING | LOCATION: LOS ANGELES, CALIFORNIA | PHOTOGRAPHER: MICHAEL DRUMMOND
CONCEPT
This activation highlighted the freshness of Simple Truth products through a natural market, where guests were able to browse the stands and enjoy learning the benefits of the brand and their sustainability. Surrounded by brilliantly chic farmhouse decor and a touch of wooden accents, consumers were reminded that eating food that’s better-for-you is a fun and therapeutic experience, and Simple Truth is the cream of the crop.
DESIGN PROCESS & 3D sketches
OVERVIEW
The activation footprint was divided into three different areas: the gaming area (which hosted informative games for guests to learn more about the Simple Truth product), a product display area, and a photo moment area.
PHOTO MOMENT
This stylish photo opportunity had guests fiercely posing with a gold shopping cart. Whether in the shopping cart or being the one that pushed it, guests were able to experience a unique and refreshing take on grocery shopping; a feeling similarly provided by the brand. A chic white wood backdrop provided an airy atmosphere, while displaying Simple Truth’s mantras. The takeaway was a branded snapshot eliciting feelings of an ultramodern and classic shopping experience!
PRODUCT DISPLAY
A-frame shelving, crate back walls, and wooden benches proudly displaying products gave an authentic market feeling to the festival goer, while showing the sustainable simplicity of Simple Truth. Products were stylized and displayed on a lovely bench to invoke the feeling of being in a beautiful farmhouse. Shelving units had all brand products ranging from cleaning supplies to beauty! The crate display on the wall featured both graphics and products.
GAMING AREA
Festival goers put their skills to the test with these lively games. The back wall featured a large call-to-action. The Jenga station featured a life-size, wooden, branded set with the Simple Truth logo and product names on the sides. The memory game featured 8 pairs of products, with Simple Truth branding on the back of each card.
GRAPHIC TREATMENT
PRODUCT WALL GRAPHICS
The product wall was constructed out of various, different-sized crates mounted onto it. Each crate alternated between holding product, promotional copy, or promotional imagery. Each graphic create was measured to have the graphics placed perfectly inset. No graphic was the same; each of the 13 crates featured different imagery and copy. All products featured are Simple Truth products, and all imagery, copy, and colors are pulled from the Simple Truth brand guidelines.
✧
GAME GRAPHICS
Giant Jena blocks were customized to have the Simple Truth logo on one side. The other sides had one of 12 different products that the brand offered.
This allowed guests to learn what Simple Truth offered in a fun and interactive way.
THE END RESULT
Each touchpoint (gamification, photo opportunity, product display, etc.) throughout the activation worked together to build brand loyalty and encourage brand education. Product sampling and coupons sealed the deal!
