iMP Experiential delivers the London activation for Life360

iMP were commissioned by global family tracking app Life360 to design, build and activate a London-based replica of an experiential PR stunt carried out in Manhattan, New York earlier in July.

Life360 is a family tracking app that allows parents to monitor their kids’ activity on their smartphones.

To generate more awareness of the app and to encourage downloads through social media, the idea of the Swear Therapy Booth was born.

The aim was to encourage participants – mainly busy parents – to blow off steam inside the soundproof branded booth by verbally venting their frustrations at the top of their lungs.

Designed, built and installed by iMP Experiential, the booth was around the size of a telephone box.

It incorporated two decibel meters (one internal, one external) a push-button audible therapy soundtrack and a volume-triggered vertical fogger.

When participants ‘let it all out’ inside the booth, the decibel meters measured the volume.

If the maximum volume was reached and sustained for 3 seconds, the fogger ‘let off steam’ accordingly.

The participant could then sit down in the dedicated therapy area and chat to a qualified therapist about their experience.

Set against the backdrop of Big Ben and the Houses of Parliament, the activation ran on the South Bank from 11am until 3pm.

There are plans for a second activation with Life360 in the coming months.