MKTG Highlights 3 Activations at #TIFF18
4 MINUTE READ
King Street (aka Festival Street) is the heart of branded live experiences each year—where brands leverage TIFF’s excitement and global spotlight to make an impact with consumers.
Consumers are excited to engage with live experiences during TIFF—brands need to step up to ensure their activation stands out and enhances the festival experience.
MKTG highlights strengths from 3 different activations from L’Oreal, Nespresso and Air France.
TIFF is one of Canada’s most highly acclaimed festivals and provides brands with the opportunity to target a diverse range of die-hard entertainment lovers: from aspiring film-makers to super-fans (just under half a million guests attend!). This attention is not lost on brands, who compete to tap into the earned media opportunities at TIFF through international media outlets and exposure through the social media posts of the tastemakers and influencers who attend. To date, #TIFF and #TIFF18 (this year’s hashtags) have accumulated 430,000 mentions on Instagram alone. The festival allows brands to align themselves with a prestigious, trendsetting, global cultural phenomenon with deep roots in Toronto.
King Street, known as “Festival Street” during TIFF, is the heart of branded live experiences each year—where brands are leveraging the festival’s excitement and global spotlight to make an impact with consumers. Festival street has a life of its own, so much so that it has a dedicated webpage that consumers use as a platform to see what types of activations to expect. Much like how TIFF-goers can pick which film they want to see, they now can pick which activation to attend—this encourages brands to step up and go beyond your average giveaway as consumers are wanting and expecting to be engaged in an experience that enhances their TIFF experience!
MKTG highlights strengths from three activations that stood out at #TIFF18.
L’Oreal Paris’ Two-Pronged Beauty Bar Activation
L’Oreal ran two activations simultaneously that easily lead consumers from Festival Street to David Peacaut Square. On festival street, L’Oreal launched the Iconic Beauty Bar where the brand celebrated iconic women in film from the 50s to the 90s. L’Oreal showed off their latest acquisition “ModiFace”, a new piece of tech that allows consumers to virtually try on makeup.
Sitting at the ModiFace mirror, users swipe through looks and are encouraged to share the outcome on social with #LOrealTIFF—giving them the chance to win actual makeovers at the on-site Red Carpet Beauty Suite, and winning L’Oreal engagement, organic sharing, and a better understanding of their audience. Once the Modiface look is chosen, an email was sent pairing L’Oreal products to complete the look (engaging with users post-festival, and adding to L’Oreal’s opted-in email leads). This activation was very popular and allowed a high amount of throughput as L’Oreal installed many mirrors for festival-goers to use. The engagement did not stop there. Once finished at the Iconic Beauty Bar, consumers were directed to Red Carpet Beauty Suite to interact with high-profile makeup artists to learn more about L’Oreal products and how to create the look seen at the previous activation. The Beauty Suite did a separate social push pre-festival to get users engaged by allowing consumers to book appointments in-advance of TIFF events—perfect for busy downtown dwellers that may not have the time to prep and want to attend TIFF events and look their best. L’Oreal was able to impact two areas of the festival and engage users pre- and post-festival.
BEST USE OF SPACE
Nespresso’s Pop-Up Cafe
One of the challenges brands may face at this year’s TIFF is having a limited space to activate. Nespresso found a solve to this issue by expanding upwards and adding a second floor “rooftop patio” to their activation. At the bottom of the activation, festival goers can find their celebrity capsule match (tying the brand to film stars and TIFF, and building on the equity of their previous campaigns with Clooney and others) and enjoy other complimentary beverages. Consumers are then encouraged to take their beverages upstairs to the patio where they can enjoy their beverage and view all the TIFF festivities. The effect allowed Nespresso to meaningfully engage with more participants at a time and effectively doubled their activation space.
While this pop-up was extremely effective as a stand-alone, it also belonged to their larger TIFF sponsorship which involved other engaging experiences from red carpet roll outs at their retail locations to a talent/film competition.
Air France’s Parisian Café
Air France brought not only the Eiffel Tour, but a mini Parisian café to the middle of King Street. As the Official Airline of TIFF, they leveraged part of their partnership to create one of the strongest photo-opp based activation’s this year. While creating photo-opps with imagery or channel letters is not a new tactic, it’s one of the most successful ways to create a shareable moment during a live experience. At the Air France Bistro, consumers lined up to sip some bubbly and eat fresh pastries. Festival goers were seen taking photos beside the mini Eiffel Tour, the food, drinks and French décor. Air France was also able to increase the amount of on-site photo-opps by creating a contest where festival goers could enter to win a trip to Cannes 2019 (connecting their activation to another famous arts property, Festival de Cannes) by taking a photo onsite and sharing it using the hashtag #AFxTIFF.
Air France created multiple opportunities for engagement through photo-opps within the same footprint—whether it was a photo with the French-costumed brand ambassadors, the Eiffel tower, or at the Parisian cafe.
TIFF allows brands the opportunity to impact thousands of consumers that are willing to engage with live experiences on Festival Street. Consumers are extremely receptive to engaging with brands in this context, but to break through the clutter, brands that choose to activate during the festival need to go above and beyond to satisfy and succeed consumer expectations.