Strongbow Festival Tree

The Brief

Identity were appointed and engaged by London-based events agency RPM, to create an eye-catching experiential centrepiece festival activation on behalf of Strongbow.

Strongbow is synonymous with the festival scene, and many of the young audience hail it as the cider of choice at these events. Two of the UK’s most popular festivals were earmarked for the activations – The Isle of Wight Festival and Kendal Calling Festival, both of which attract a combined audience of over 100,000 visitors, so the potential brand exposure for Strongbow was huge. Both RPM and Strongbow wanted to push the boundaries and produce a truly remarkable attraction with help from Identity.

Deliverables & Highlights

Identity provided creative direction on the project and were able to effectively transform the client’s vision into a reality. Working within a branded environment, we were tasked to pull together a highly creative showpiece: the 8-metre tall Strongbow Tree.

The Strongbow Tree not only worked as a brilliant attractor but also as its own environment where festivalgoers could climb the tree, providing a fantastic vantage point across the surroundings of the event and beyond. We achieved this through the build and implementation of a custom-branded, raised platform area, which ran around the circumference of the structure.

As darkness fell, the activation irradiated to life through the use of powerful lighting and audio, built into and underneath the tree itself. Completing the experience was a dedicated Strongbow Bar and DJ booth, both provided by RPM.

The Results

The Strongbow Tree was a powerful show-stopping attractor that generated enormous buzz and anticipation, with lengthy queues waiting patiently to gain access to the tree. The activation was featured extensively on Instagram, with photos captured during the event by festivalgoers regularly using the piece as a stunning backdrop.

The tree and the Strongbow environment proved extremely popular and became one of the largest drivers of footfall over both festival weekends, quenching the thirst of attendees, delivering superb brand exposure and generating a strong return on investment for Strongbow… who sold out of cider at both events!