Sure and N2O use motion-activated technology at Creamfields
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Antiperspirant brand, Sure, joined forces with brand activation agency N2O at music festival Creamfields over the bank holiday weekend to deliver a high-tech experiential activation.
The focus of the activation was Sure Motionsense antiperspirant, which uses a patented microcapsule technology that responds directly to movement, releasing bursts of freshness throughout the day.
The Sure vision of a festival stage that responded to crowd movement with bursts of freshness, just like Sure Motionsense, was executed by N2O. The agency created bespoke technology to track crowd movement at the main South Stage, feeding this data into branded towers rigged with CO2 cannons. When crowd movement reached its peak, dancers were rewarded with refreshing bursts of CO2. N2O’s Sure brand ambassadors also handed out branded concert balloons and giant glow sticks.
As well as the main stage activation, N2O and Sure provided a downtime experience for festivalgoers, allowing them to freshen up between acts at ‘refresh zones’ where brand ambassadors offered samples of Sure and other refreshing toiletries.
Creamfields marks the latest in a string of collaborations between Sure and N2O this year. N2O also supported Sure activations at T in the Park and V Festival, and will join them at Sure Run to the Beat later this month.
Claudio Bellen, Sure brand manager, said: “With a rich programme of events and music partnership lined up for the summer, we wanted a credible and engaging way of communicating the unique Sure MotionsenseTM technology to our passionate audience of young adults aged 18-34.
Responding to a challenging brief, N2O delivered in record time a strong activation for our Non Stop Summer campaign, expertly balancing the functional and emotional aspects of Sure antiperspirant. Creamfields was no doubt the highpoint of the campaign, a UK-first festival activation that saw Sure tracking the movement of festival crowds in real time and rewarding them for their passion and enthusiasm.
Results so far have been impressive and confirm the high standard of the work carried out by the N2O team.”
