EAST VILLAGE

- Londons Newest Neighbourhood

Drive awareness and interest in East Village – the former Olympic athlete’s village – with an immersive experience that will bring to life London's most exciting new community.

How it worked

iD created a range of multi-sensory stands that toured train stations, shopping malls and lifestyle events across Greater London culminating in a 6 month pop-up shop at Westfield Stratford - in close proximity to East Village.

Consumers could experience what life in East Village would be like via:

  • A virtual bicycle ride through East Village
  • An interactive green screen photo mechanic – which allowed consumers to be pictured in front of Olympic venues and instantly share their image on social media
  • Engaging tactile panels, AV content and info graphics to communicate East Village’s USPs
  • A Lego reconstruction of the Queen Elizabeth Olympic Park encouraging children to become part of the Olympic ‘LEGOcy’

The Results

  • 120% of lead generation target achieved to date
  • 50% of consumers opened email communication with 30% CTR (benchmark 6%-20%)
  • 420,000 face-to-face interactions to date (107% of target)
  • Brand attribution at 84% (benchmark 82%)
  • Message recall 94% (benchmark 86%) at 2 week follow up
  • Winner of 3 industry awards

Client Testimonial

“One of the biggest challenges for this campaign was how to build excitement and interest in a neighbourhood that the public couldn't actually see, or get access to, until summer 2013. Experiential has been the perfect vehicle for overcoming and meeting this challenge in a highly creative yet very effective and quantifiable way.”

Head of Communications, East Village

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