Click if you work in Media & Marketing
Eulogy understood what we wanted from the Monkey Shoulder Tree House, showed real creative thinking, and worked hard on-site to make sure it was executed flawlessly.
Tom Wade - Senior Brand Manager
Monkey Shoulder
Monkey Shoulder
Monkey Shoulder Tree House at The Big Chill
In year two of the Monkey Shoulder Tree House at The Big Chill Eulogy! needed to create new interest in the venue that would both appeal to the media and drive footfall to the cocktail bar.
Objective
Create a brand new interactive experience for consumers giving them reason to stay at the Monkey Shoulder Tree House for longer and offer them something to take away from the festival.
Description
Eulogy! identified that a free souvenir from a festival is rare, and top of a souvenir wish list is a commemorative t-shirt. Rather than just hand out t-shirts we created a Graffiti Workshop and commissioned the Graffiti Kings to customise the t-shirts.
The Graffiti Workshops were run simultaneously with an intensive journalist entertainment programme.
The Graffiti Kings customised 600 t-shirts over three days and brightly coloured monkeys could be seen throughout the crowd for the entire event.
Eulogy! entertained over 50 journalists at the Monkey Shoulder Tree House from national newspapers to consumer magazines to drinks trade titles.
Consumers left the Tree House with a great affection for the brand through engaging with it and having a cool experience which truly represented the brand’s personality.
Results
- 27 pieces including Heat, Daily Star, Metro, Telegraph and OK magazine
- Often the only brand mentioned in festival reviews
- 6,000 cocktails served at the Monkey Shoulder Tree House over four days – up from 2,500 in 2009
