iD and Upp encourage consumers to Live Life Unplugged
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Intelligent Energy, a power technology company, has activated its first live campaign to support the launch of Upp – a hydrogen fuel cell to power up USB devices.
Upp is the next generation of portable emissions-free fuel cell technology that uses hydrogen fuelled reusable power cartridges to provide instant and continuous energy for a range of devices including smartphones, e-readers, speakers and cameras – without having to connect to the mains.
Brand experience agency, iD has supported the launch with an 8 day brand awareness campaign in London’s Covent Garden, which kicked off on Wednesday 24th September.
The campaign features trained brand ambassadors on-hand to encourage consumers to trial the product, as well as an immersive pop-up stand, that includes a branded hydrogen fuelled black taxi where consumers are invited to get inside and share vox pop style reviews of the product.
The campaign is also supported by a social media strategy; people are able to share their experience of UPP via Instagram using #POWERUPP. Pictures are then printed directly using Instaprint machines and attached to giant UPP lettering on the stand. If the campaign is successful in filling the whole sign with shots of consumer experiences, Intelligent Energy will donate £10,000 to international charity, WaterAid.
Jon Fisher, marketing for Intelligent Energy said, “We are excited to be using a great consumer experience as the focal point of launching our product in the UK. We believe that by giving people the opportunity to experience the Upp, the speed it powers devices, and the weeks worth of charging it provides from one cartridge; we have created the perfect platform for engagement and amplification across our own social media channels and that of our charity partner WaterAid.”
