Felt.co.nz have been a supporter of the Auckland Fair for a number of years. Traditionally, Felt would have a stand at the event consisting of a simple table with prizes that visitors could go into the draw to win if they sign up to the mailing list. While this was effective to begin with, this was a model that hadn’t changed for a number of years and visitors were not engaging with the brand. A fresh idea needed to be created that showed what Felt was to those that didn’t already know, while increasing their direct marketing database.
I presented to Lucy, founder of Felt, the concept of a life-size Pinterest† style wall, where visitors could ‘Pin & Win’. The aim was to show visitors the variety and quality of the products available on the site, delivered in a way where they could see what their peers had chosen and liked on the board already. Visitors were required to sign up to the Felt mailing list to be able to select an item before ‘pinning’ it to the wall, in return they would go into the draw to win the item that they had selected.
The idea pivoted around images of the products to be printed and sized in a similar way to polaroid photographs, laid out on a table so that choosing was part of the fun. The wall was a simple structure decorated with brown paper, the ‘pins’ were gold circle stickers to be safe if any were dropped, but still look like drawing pins. Furniture was chosen with a modern, contemporary aesthetic.
The activation was hugely successful and saw a increase of visitor up-take of approximately 45% from the previous event. Feedback from Lucy was that visitors to the stand were highly engaged in the concept of Felt and she reached more of her target market than previous events.
†Pinterest is an online, visual book marking tool.
Concept & Strategy