To promote their ‘Envision’ campaign at the Oppikoppi Festival, and following on the success of the previous two years at the festival, Ray-Ban once again enlisted the help of event activation specialists EnOv8 to create a memorable brand experience for festival-goers.
At the 2013 Oppikoppi Festival, which took place from Thursday, 8 to Saturday, 10 August near Northam in Limpopo, visionary Bewilderbeasts were invited to hang out at the Ray-Ban Top Stage, with “the best view of the festival”.
Those who ventured all the way up the Ray-Ban stage certainly did enjoy a great view, as well as shorter bar queues, a free sunglass-cleaning service and a fantastic line-up all weekend long. Artists performing on the Ray-Ban Top Stage included diverse talents such as Jakkals Unplugged, Nick Turner, Black Cat Bones, Tamryn Jones, Arno Carstens and Flint Meet Spark.
But there was more to ‘Envision’ than great local talent and a spectacular view. The Envision Series honours the strength it takes to be true to oneself and to freely express one’s beliefs and personality. The EnOv8 activation team also created a unique opportunity for festival-goers to communicate their vision for the future, allowing them to interact directly with the Ray-Ban Envision campaign.
Large magnetic boards and magnet words were used to create a message depicting the individual’s vision for the future. Photographs were taken of the visionary with their message. These were then printed to jumbo size and displayed to create an impressive Envision Gallery, which was viewed by thousands of festival-goers, many of whom took their own photos of the gallery, thus taking a piece of the campaign home with them.
As any brand specialist will say, managing a campaign of this scope is by no means any easy feat, but with many years’ experience under the belt, EnOv8 are one of the best in the business.
“We are really proud of the relationship built with Ray-Ban and the immense success of the brand activation campaigns EnOv8 have implemented for the brand since 2011,” says EnOv8 managing director, Nicole Rollings. “For all of these events EnOv8 manages the activations, liaises with the event organisers prior to the event, coordinates photographers, promotional staff and other service providers and manages all aspects of the campaign to ensure the brand is represented accurately. It is challenging, exhilarating and extremely rewarding.”
According to Rollings, Oppikoppi in particular has proven an excellent way for Ray-Ban to continue their support of the local music scene while at the same time engaging the public in a fun and unique way.
“We have now worked on several brand activation campaigns for Ray-Ban and look forward to continuing to build the relationship into the future.”
Thera van’t Hof, Ray-Ban and Persol brand manager for South Africa, says that when it came to choosing an agency to implement the activation ideas at Oppikoppi this year, she knew that EnOv8 would be the best agency to work with once again. “Nicole and her team are very passionate about what they do, and just as passionate about our brand as we are,” said Van’t Hof. “They always have great ideas to add to the mix and I knew I could be at ease knowing that our brand was in excellent hands during this big event. Once again they proved me right.”