Beavertown were going to make a big impact at the return of Secret Garden Party in 2022. They needed to increase brand awareness, boost brand affinity and create the ultimate festival product trial.
Just one problem – under Secret Garden Party rules, no brand logos are allowed to be displayed. So how were the objectives going to be achieved?
We aimed to champion worldbuilding over event design, and bringing the world of Beavertown to spectacular life by lifting the brand off the can and into the real world – making the Beavertown Skulloon the destination on the festival map.
The Beavertown Skulloon is a fully realised hot air balloon adn DJ booth, designed directly from the artwork on Beavertown’s best selling beer Neck Oil and crash landed at Secret Garden Party. Real fire erupted around the balloon, keeping it afloat and the atmosphere fiery. The skull-shaped basket played host to a line up of DJs curated by the festival. By using a clever stage trick involving mirrors at the base of the design, it really looked as if the whole contraption was floating above the ground. 35 DJs made up the programme and brought the space to life through night and day.
Through taking an immersive storytelling approach that aligned with the festival makers, and designing a creative concept that was authentic to the values of the festival, the Skulloon became a desirable experience for the festival organisers.
The relationship with Secret Garden Party was transformed from pouring rights to a top tier partner. The ‘Undiscovered Talent’ stage became The Skulloon Stage.
Brand awareness on site exceeded expectations with The Skulloon consistently the most popular stage throughout the four day festival. And viewable from every vantage point in and approaching the site.
Trading figures exceeded forecasts, by over 65% on the opening day of the festival and over 35% on day 2. Over 91k pints and cans were purchased over the festival, with 12.5k from the Skulloon bar.
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