Imagine you're at the hottest festival of the summer, where the music is blaring, the atmosphere is at its peak and the sun is scorching your skin. Now add an experience that not only makes life easier for festival-goers, but also makes them even cooler! Wilkinson exploded at EFOTT this year when we handed out thousands of razors to festival-goers, making sure everyone was fresh, refreshed and ready for the best summer adventures.
Target audience
EFOTT 2024, the largest student event in Hungary for 48 years, it provided Wilkinson an excellent opportunity to reach its target audience directly. Our agency was tasked with the planning and execution of the entire hostess activity, which included the distribution of 23,000 product samples of Wilkinson Hydro5 and Intuition Complete razors, as well as the distribution of related leaflets over the three days of the festival.
Strategy
The most important KPI for our agency was to hand out every single product sample and leaflets to the audience during the three days of the festival, which we successfully achieved. At the beginning of the year, we prepared a complex set of proposals for potential activities, of which the EFOTT festival proved to be the most ideal to reach a large number of target groups.
Our tasks included liaising with EFOTT organisers, coordinating venues and explore options, and handling all administrative activities. We also coordinated the hostess team, including the design and implementation of the hostess look (dress badge, canvas bag), the design and production of the flyers and the logistics of the products from the warehouse to the festival venue.
The hostess activity took place over three days, on Wednesday, Friday and Saturday. On the first day there were 6 hostesses, while on Friday and Saturday the team grew to 15. The aim was to get product samples to as many festival-goers as possible during the designated period (14:00-18:00) each day. On Wednesdays, we started distributing samples at the campsite and festival entrances, while on the weekend days we focused on the entry points and festival area, ensuring that all products and leaflets were distributed to festival visitors.
Results
We managed to distribute the full amount of the product samples in the three days, reaching our target. Despite the challenging weather (extreme hot and scorching sun), our hostess team did a great job. The EFOTT organisers also supported our work by providing shaded rest areas and refreshing water for the hostess girls.
Our point of view
This year's successful EFOTT activity inspires us to expand our presence even more next year and to make better use of the opportunities the festival offers. Next year, for example, we plan to create a fixed point on the festival site, where we will engage the audience with interactive programmes, games and additional prizes. This will not only make the product handover process smoother, but also make the Wilkinson brand experience even more memorable for festival-goers.
Closing words
The Wilkinson hostess activity at EFOTT 2024 has successfully met its objectives. More than 100,000 visitors to the festival had the opportunity to get access to the brand's products and information, which will strengthen the brand's visibility and market position in the long term. For future events, we will refine our strategy based on this year's experience to make our presence even more effective.
