Havaianas
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The brief
Oceans Events was asked to help create a fun, social, and engaging interaction with the target consumer of 18 – 35 year olds and enhance the Havaianas ‘Always Summer’ brand image. Havaianas had identified that the key to achieving this was with the ‘Make Your Own Havaianas’ (MYOH) flip flop exchange, as well as the creative feet painting experiences. At the same time they also wanted to raise funds for SolarAid, a charity that connected well with the brand’s values.
The activity
In the UK ‘summer = festivals’, and The Big Chill had the perfect audience for Havaianas. We bought in a MYOH flip flop exchange booth and created a unique Havaianas area next to Lazyland. Festival-goers were invited to bring an old pair of flip flops for recycling into energy and, for a donation to SolarAid, exchange them for a brand new pair of self-designed Havaianas. Artist & Illustrator, Jamie Brown, was there to do ‘feet painting’ and guests could also have a go at painting themselves. Photographers snapped the fun and the instant photos were hung in our gallery, the best three photos each won a Havaianas Festival Survival Kit. Branded beanbags and ‘flip flop’ chairs in the Havaianas colours were also added to the Lazyland area for people to relax in. Other branding and sampling included Hollywood sign-style 3D lettering spelling out ‘Havaianas’ on the hilltop entrance, a festival brochure & laminate advert, badges, and mini Havaianas flip flop key rings.
Key achievements
· 1,200 pairs of flip flops exchanged
· £8,000 raised for SolarAid
· PR coverage value, including leading titles such as vogue.com and telegraph.co.uk, was worth double what was spent on hosting the event.
· The area was constantly busy as hundreds of people came to exchange, paint, watch bands in Lazyland, and chill out on the flip flop chairs and beanbags.
The activity made it fun and rewarding for The Big Chill festival-goers to interact with the Havaianas brand and soak up the ‘Always Summer’ vibe, whilst also giving back to a relevant & worthwhile charity. Working together Havaianas and Oceans Events created a truly out-of-the-ordinary festival experience.