Lastminute.com – Random acts

Lastminute.com RAGS experiential campaign launched a number of events throughout the UK, from the harmonies of the lastminute.com Ruby Dolls to buskers on the underground – cheering up tired and weary commuters in major train stations, tubes, trains, town centres and arenas.

Locations for the campaign;

London Euston Train Station

Oxford Circus Tube Station

Manchester Piccadilly Train Station

Birmingham New Street Train Station

Virgin Trains

The O2 Arena London

London’s ‘Theatre Land’

Manchester Arndale Centre

 

Through ‘Experiential Guerilla’ we cheered people up with branded items such as;

Winter warming hot chocolate, from a roaming jet-pack distribution

Delicious cup cakes with napkins

Branded pink and black umbrellas

Yoga mats

Loveheart Sweets

Loveheart balloons

Roses

Gloves

Chocolates

Hand Massages

 

Random Acts of Good Stuff is about helping people feel good and putting the spring back into their step in the dreary winter months.

Alerting consumers to the brand at the same time as lifting their spirits.

To engage the consumers’ emotion and sense of fun.

Random Acts of Good Stuff included;

Lastminute.com Ruby Dolls cabaret performance

Solo performer

Cabaret performance

Hand Masseurs

Objective:

Achieve maximum brand awareness by engaging consumers through promoting the lastminute.com brand whilst making them feel good.

Amplifying the Acts of Good Stuff to ensure awareness of the lastminute.com offering

Inspire people to use the lastminute.com website to do more than just stay indoors doing nothing in the dreary weather of the winter months.

 

Planning and Insights:

Targeting consumers within an environment that would enable lastminute.com to connect and achieve memorable experiences for commuters.

Raising awareness of the Lastminute.com website through product related merchandise, promotional leaflets and voucher giveaways.  Engaging commuters with cabaret, busking acts and hand masseurs.

 

Creative Solution:

Random Acts of Good Stuff targeted main train/tube stations and busy town centres as suitable distribution channels, resulting in an ideal platform for taking the campaign to the correct environment.

Consumers were encouraged to interact with the brand using the introduction of merchandise giveaways at points in the day when commuters would need cheering up.

In order to make Random Acts of Good Stuff stand out, cabaret singing was something that appealed across the board, using feel good songs to engage and inspire commuters as they went to or from work also enhanced merchandise giveaways.

Artist performed as branded buskers for the same reason, to brighten up the day of commuters through the medium of upbeat songs and merchandise giveaways.

Results

Oxford Circus 

Dwell Time – Less than 20 seconds

Opinions of Lastminute.com – Large majority loved Lastminute.com

Demographics – 50/50% male/female split

Merchandise Results;

Oyster Card Holders – 100%

Umbrellas – 30%

Generic Leaflet – 100%

 

O2 Arena 

Dwell Time – Average 20 Seconds

Opinions of Lastminute.com – Large majority liked Lastminute.com

Demographics – 30/70% male/female split

 

Birmingham New Street

Dwell Time –  1-2 Minutes

Opinions of Lastminute.com – Large majority loved Lastminute.com

Demographics – 40/60% male/female split

Merchandise Results;

Generic Leaflets – 100%

 

Manchester Piccadilly

Dwell Time – 2 Minutes

Opinions of Lastminute.com – Large Majority Liked Lastminue.com

Demographics – 40/60% male/female split

Merchandise Results;

Roses – 100%

Love Hearts – 100%

Promo Leaflets – 100%

Balloons 25% (H&S prevention on last 75%)

 

London Waterloo

Dwell Time – 2 Minutes

Opinions of Lastminute.com – Large majority loved Lastminute.com

Demographics – 50/50% male/female split

 

Manchester Arndale

Dwell Time – 30 – 60 seconds (increasing to 5 mins when hit squadding gyms)

Opinions of Lastminute.com – Large majority liked Lastminute.com

Demographics – 40/60% male/female split

Merchandise Results;

Leaflets – 100%

Lucky Dip – 100%

Roses – 100%

Love Hearts  100%

 

Birmingham Bullring

Dwell Time – 1 minute (increasing to 5 mins when hit sqaudding gyms)

Opinions of Lastminute.com – Large majority liked Lastminute.com

Demographics – 65/35% male/female split

Merchandise Results;

Leaflets – 100%

Lucky Dip Vouchers – 100%

Balloons – 60%

Roses – 100%

Love Hearts – 100%

Testimonials

“Karmarama has worked in partnership with Live-Creative for a number of years. Through this time Live have developed, produced and managed a range of large-scale brand events. Lastminute.com national trade event through to tactical experiential activity (lastminute.com, Clas Ohlson, Bombardier, Onken)

Emma, Ben and the team at Live-Creative are an absolute joy to work with, not only are they exceptional at their jobs but they also embrace every project with huge enthusiasm and passion

We have built a strong relationship with Live due to their desire for collaboration. They are happy to work within a mix of multiple partners and can be relied on to always approach trying solutions with a smile and a solution based approach. They also take a huge responsibility for the effectiveness of work and will always complete a project with a synopsis of what was achieved (against the original brief) to demonstrate its success

Live managed, produced and ran the lastminute.com trade event. This was produced in a timeframe of literally weeks and was an incredibly important event for the company – first of its type. With their reliable and expert team, Emma and Ben created a masterpiece of an event, which produced a multitude of new supplier leads for lastminute.com nationwide and was deemed a ‘massive success’”

Hilary Coutes – Karmarama Business Director

 

Lastminute.com – Random acts