Smirnoff at Genste Feesten

2024 | Creative Production, Experiential Marketing

Smirnoff Ice, the perfect ready-to-drink beverage for the hot summer evenings, was brought to the spotlight this year at Gentse Feesten. With its crisp, sparkling citrus flavour, it was the ultimate drink for the festival’s vibrant mix of music, theater, and nightlife at the heart of the Vlasmarkt.

For this activation, our team custom-built a tall container with an OOH banner that turned heads across the Vlasmarkt. Strategically placed next to the radio tower, the focal point of the area, the container attracted a constant stream of visitors and was spotted on several social media posts amplifying Smirnoff’s visibility. To gather visitors and keep the energy alive, the container also featured a dance platform hosting performances that drew in even more attention to the brand.

Taking engagement to the next level, we introduced the Smirnoff Secret Disco – a playful, hidden party for the true rascals at the city festival. With each purchased drink the visitors would receive a red token which allowed them entry into the Secret Disco. Inside, visitors had complete control over their experience, adjusting the music, lights, bubble machine, and smoke effects to create their ideal party atmosphere. While they enjoyed their mini party with friends, their pictures were taken and printed for them to keep as a memory of their Smirnoff adventure.

This activation successfully boosted brand visibility and brand love. The Smirnoff container bar and its vibrant branding were unmissable, prominently featured on social media and news outlets.

The Secret Disco was a hit, drawing in crowds eager for a unique and interactive experience. Many visitors returned for multiple rounds, solidifying Smirnoff Ice as a drink synonymous with summer fun at Gentse Feesten.