London, 2 June 2014: Space is leading the music strategy and activation for Desperados, the original premium packaged tequila-flavoured lager brand from HEINEKEN, targeting a media-savvy, 18-30, social influencer audience at two dance music festivals this summer.
Desperados is broadening associations with music and establishing itself as the ultimate party brand via festivals in Essex and Manchester through a presence in custom-built branded areas at each event. Space has created a unique Desperados ‘Detonate Moment’ – an exciting, climactic initiative to build anticipation and unify festival-goers by engaging with their senses.
Space kicked off Desperados’ summer activity through a premium sponsorship of the We Are FSTVL event in Essex – two days and nights of the biggest names in electronic dance music that took place over the late May Bank Holiday weekend. On June 7 and 8, the brand will team up with the Park Life Weekender in Manchester, an event with a huge student base.
Space has collaborated with We Are FSTVL and the Park Life Weekender to develop the specially branded Desperados Detonate areas – large corrugated-iron structures with graffiti, consistent with the brand’s urban look and feel. Desperados offers festival-goers a jointly curated line-up of musical talent along with a unique branded sensorial experience.
The Desperados ‘Detonate Moment’ pushes the brand experience through a sensorial display of graphic visuals, dry ice and lasers, with confetti canons and powder paint projected across the crowd at each festival. As the DJ builds his set to a peak, screen visuals will hint at something more to come before triggering a sensorial explosion, creating an unexpected interactive and tangible experience for the crowd.
Festival activity is supported by roaming sampling teams and special skin painting for festival-goers from The Urbanist – an experienced graffiti artist who will be operating in the Desperados areas.
Mat O’Brien, creative director at Space, said: “Desperados is looking to build on the success of its ‘In every sense’ campaign at London dance festivals last summer with further activity that plays on the sensorial elements of the brand. The Desperados Detonate area aims to enhance and elevate the festival experience at every touch point – from the build of structure to the visual content that bombards the audience at the ‘Detonate Moment’. Our ambition is to create an intimate and memorable party that closes the physical and emotional space between festival-goers and the brand to give them something to talk about long after the weekend is over.”
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For more information, contact Velvet PR: Jo Sensini: jo@velvetpr.biz 020 8996 1800 Or Rosie Milton: rosie@velvetpr.biz, 020 3176 6996
About Space
Space is a London-based agency, founded in 2003. The agency creates award-winning brand, shopper, experiential and digital work. Space is a team of 25, led by managing partners David Atkinson and Jason Nicholas. David is founding partner of the agency, with over 20 years marketing experience. An expert in marrying sports and entertainment properties with brands, he is a frequent industry commentator and is in demand as a speaker. Jason joined Space in 2013 where he was group MD of Billington Cartmell, contributing to the agency’s growth, strategy and income. Over the past 10 years, the agency has worked with clients including Heineken, Samsung, Lufthansa, Arla, AELTC, Nivea, Wrigley’s, Telegraph, Merlin Entertainments, Visit Britain and Eurostar. The agency’s work has enjoyed success picking up awards including MAAW Globe, MAA, Marketing Design, Drum Marketing, IPM and IMC European and is the only agency of its size to have won three global awards. The agency was also named as ‘one to watch’ in The Drum’s Honours at the start of 2014. Space places the building of “Brand Intimacy” at the centre of its approach for clients. It delivers ideas that create intimacy across owned, earned, shared and paid channels. The agency helps make brands more persistently relevant by closing the physical and emotional space between them and their audiences. The agency focuses on the three key Moments Of Truth: when people experience a brand first-hand; when they buy it; and when they talk about it. Via its Brand Intimacy approach Space enables clients to increase ROI by gaining and maintaining access to people’s most valued resources: their time, their spend, their data and their recommendation.
For more information, visit: www.agencyspace.co.uk Twitter: @agencyspace