Based on the challenges and the objectives set, we created “The Event Organizer’s Survival Kit”, a physical “toolkit” that contained all the “must-have” promotional products they needed for developing a successful event or festival.
However, we didn’t want to just send them the kit; instead, we wanted to create a need for it. In order to do so we created a landing page, called survivalkit.broda.ro, where the organizers could request the kit by filling a simple form with the following details: name, company/ organization, events/ festivals organized, email and delivery address.
The survival kit contained a hat, a pair of festival sunglasses, a scarf, a wristband, a lanyard, a card holder, a t-shirt, a saddle cover, a picnic plaid and a cotton bag. At request, one of the items was customized with the organizer’s logo, in order to showcase the personalization quality.
We also made a brochure of the kit, which included detailed descriptions of the products. In order to better target the organizers we created a small story of the kit itself and of each product. For instance: “Lanyard: Coveted by volunteers and a must-have for you, it’s the symbol of your organizational endurance”.
At the same time, we created a press release for the kit and made a Facebook Campaign, to grab the organizers’ attention. As they requested the kit through the landing page, we prepared and sent to them their very own “survival kit”.