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Las Parrandas Carnival VW Campervan – Disruptive / Experiential Activation

At Hussel Marketing, we’re no strangers to bold ideas. So, when Revolución de Cuba and Havana came to us with one mission – create a festive campaign that could turn heads and stop people in their tracks and make their holiday season unforgettable – we grabbed our maracas and said,

“It’s time to sleigh!” – (see what we did there?)

The Creative Challenge

The brief was clear: combine the vibrancy of Cuban culture with the magic of Christmas in the only a way a guerrilla marketing campaign could. Our solution? A mobile carnival that brought the party to the people – street by street, city by city.

Cue the Las Parrandas Carnival Campervan. Picture this: a decked-out VW campervan glowing with fairy lights, blasting tropical beats, with a “Bad Santa” in board shorts leading the charge alongside samba dancers and a saxophonist. It was Christmas, Cuban style, with a dash of cheeky chaos.

Execution and Solution

We hit nine major UK cities with a bang! At each stop, the van transformed into a full-blown street party, pulling crowds of hundreds who couldn’t resist the festive vibes. Dancers captivated, Santa bopped along, and the saxophonist hit the highest notes (despite the bitter weather) – a complete sensory experience that had people filming, singing, and dancing in the streets.

To maximise engagement, we dropped teaser trailers in the weeks leading up to the campaign going live, and ensuring every stop became the event to watch out for.

Once live, we captured endless content – from jaw-dropping UGC to professionally shot reels – ensuring the campaign could live on social media as evergreen content for years to come.

The pièce de résistance? QR codes adorned on the van, giving participants a direct link to enter a Christmas holiday competition.

With every stop, we saw increased footfall directly to the Revolución de Cuba bars, proving the direct impact of our street-side shenanigans.

Results

We love a good stat (and boy, do these deliver):

– 100’s of perfect strangers joining us across nine UK cities, turning bustling christmas shopping streets into full-blown party zones.

– Hundreds of people filming and UGC from those who encountered the bus and shared across their social media platforms.

– Thousands of organic views across Instagram and TikTok – and counting.

– Significant boosts in bar footfall during activation times at every location.

– Hundreds of QR code scans for competition entries, creating a tangible link between fun and foot traffic.

 

Conclusion

From a tropical Santa to street carnivals, this campaign was disruptive marketing at its finest. We turned pavements into dance floors, strangers into salsa partners, and a festive idea into a guerrilla marketing phenomenon.

At Hussel Marketing, we don’t just think outside the box – we throw the box onto a dance floor and set it spinning.

Got a wild idea? Let’s make it happen.

Cheers to disruptive marketing! 🎷🎄✨

Absolutely love working with Hussel. We have been working with Lewis and his team for a year now and he always goes above and beyond. He listens to what our priorities are, guides us to the best solution and adapts our plan with him to suit. His experience and knowledge is second to non and he always has our company’s best interest at heart. We feel like the Hussel team are an extension of our own and we are looking forward to the next chapter of working with them.
Katie Clay

Operations Director - Gamble FS

"We worked with Lewis on a CGI campaign for roll out across 6 of our key markets. Lewis and the team brought bags of energy from the start, with great creative thinking and pitch presentations. We LOVE the end result, all films delivered our expectations 100%. The Hussel team brought a wealth of creative ideas that perfectly complemented our vision and requirements. Lewis, in particular, was always accessible and keen to find the best solutions to our needs. His dedication, professionalism and outstanding ideas were essential to the success of our project"
Anna & Miroslava

Marketing Team UK & EU - Lansinoh®

"It's been a blast working with Lewis and the Hussel Marketing team since the start of 2023. Lewis brings a new dimension, thought process and a level of Marketing expertise that we just don't have in our current business set -up. Lewis has become a welcome extension to our business. Lewis is full of energy & enthusiasm and is clearly passionate about his subject. If you can deal with the pace - I'd fully recommend having this marketing innovator on-board."
Nick Ratcliffe

Marketing Director - FASTSIGNS Manchester

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