WE ALWAYS HAVE
SOMETHING NEW

In einem Gastbeitrag erläutert Christiane Wiemann, Strategiechefin der Agentur East End, wie sie gemeinsam mit ihrem Team den Wirtschaftsgipfel der Süddeutschen Zeitung neugestaltet hat, ohne die Grundprinzipien des seit 15 Jahren etablierten Veranstaltungsformats zu verändern.

East End, an experience agency from Hamburg, has implemented the announced presence of the Durex brand at the Parookaville Festival as a ‘Cabinet of Pleasure’ with Reckitt Germany. According to the agency, for the condom brand it was about the first time in its almost 100-year history to be on site at a festival.

Durex celebrated its first festival appearance in July at Parookaville at Weeze Airport with a “Cabinet of Pleasure”. The condom brand presented itself on the festival grounds in a container that translated the brand positioning into a sensual experience. The Hamburg-based experience agency East End created various sensory moments to make the brand tangible.

With a “Cabinet of Pleasure”, the condom brand Durex is presenting itself at a festival for the first time in its almost 100-year history. It commissioned the East End experience agency for this. The Hamburg-based agency developed a brand experience for its new client at Parookaville, which took place at Weeze Airport.

The idea: a locally driven on-site staging that combines advertising at prominent out-of-home locations, a location-specific digital campaign, attention-grabbing placements at the point of sale, sampling activations, and a brand experience world. One highlight of the campaign: a modern experience truck with opportunities for tasting, activities and competitions as well as influencer events in the middle of Cologne.

Brand experiences at festivals: Start planning now for 2023.

The experience agency East End puts clients such as Rossmann, Melitta and Homan in the spotlight at festivals. In an interview, Managing Director Oliver Golz reports on the lead times and budgets brands should plan for successful festival marketing, how success can be measured, and which trends will become important.

MAKE BEAUTY FUN focuses on making, beauty and fun. Under the motto “MAKE BEAUTY FUN”, the experience agency EAST END staged a four-part roadshow through Berlin, Hamburg, Cologne and Munich for essence manufacturer cosnova. The brilliant finale was the festival presence at Lollapalooza from September 24 to 25, 2022.

The aim of the contract is to increase the appeal of the center and the length of stay. To this end, holistic experiences are to be established across all communication channels in order to create new points of attraction for different target groups.The kick-off for the collaboration will be the activation of the Christmas campaign.

“East End won us over with its innovative experience concepts and a very special, collaborative partnership with strategy workshops and co-creation sessions. The Christmas campaign is just the beginning of our collaboration. Further projects for 2023 are already in the pipeline,” says Malte Hansen, Marketing Manager Events & Live Communication at ECE Marketplaces.

ECE Marketplaces commissions the experience agency East End to develop shopping experiences for up to 90 centers. The team of the Hamburg agency is responsible for the consulting, conception and implementation of a central experience concept for marketing activities as well as the operative support during the campaigns.