In Pictures: TRO supporting PepsiCo and Just Eat Takeaway at The Champions League Festival in Trafalgar Square
Posted by
My recent visit to the Champion’s League Festival in Trafalgar Square was hosted by TRO. True, I could have just walked in to this free appetiser slice of our summer of sport, but the invitation gave me a guided tour with Chris Booker, TRO’s new business and marketing director.
That was definitely worthwhile as there are few better barometers around than Chris to assess the state of play across the whole brand experience sector. This footballing festival certainly saw Chris in relaxed mood as he looked ahead very positively to a summer where face to face brand experiences will be deployed nationwide to reach effective audiences in situations where brands can enhance the event experience.
Chris also outlined to me the value of collaboration. Both the Just Eat Takeaway and PepsiCo engagements were collaborations with sister Omnicom agency Fuse and both were repeat activities for the agency partnership.
I arrived at the Festival as one of the very first eager visitors through the security check. That was a good way to witness these activations as the brand teams had not had a warm up. It was clear to me that both PepsiCo and Just Eat Takeaway were raring to go. Not only were they building on a previous success story many of the event staff had experienced these brand experiences before.
That was especially telling for Just Eat’s human prize grabber game, where the harnessing and health and safety sign up for participants was potentially time consuming. “We’re ready for it all” one brand ambassador told me, “we know the demand we will get and the stand will operate smoothly.” That confidence was born out when I returned later to observe the well managed queue.
For PepsiCo it was the roving can-recycling brand ambassadors from TRO who impressed as much as a stylish footballing experience stand. At first, of course, they were a little redundant – not enough products or samples about to keep them busy, but I still saw them engaging as the event got into its stride.
All photos of the PepsicCo and Just Eat experiences are courtesy TRO, bar the two of me taking on the Just Eat experience.
The Festival played host to a number of other brand experiences, including photo opportunities for visiting Dortmund and Madrid fans. There was also an appearance from London Mayor Sadiq Khan, who was there to support grass roots footballers [further photos from Frank Publishing]
