Our
Work.
Revolución de Cuba & Havana Rum – Experiential “Summer” Carnival
Alright, folks, strap in – things at Hussel Marketing just got a whole lot spicier! A few weeks back, we got the call to whip up some creative genius for Revolución de Cuba to stand out during Eurovision, one of the UK’s mega events.
The Challenge
The client envisioned a sun-drenched scene for the Revolución de Cuba “Summer” Carnival campaign, we pictured it that way too! What a fantastic way to engage a crowd as they spend the days shopping and basking in the sun. However, on game-day, that dream was short-lived to say the least. We found ourselves in the thick of it with none-stop relentless British drizzle (Murphy’s Law eh?), we had to think on our feet to keep the wheels moving.
The Creative Plan
Our concept was a twist on the traditional “push-to-start” style of activation. Set against a backdrop of classic American cars, a samba band, and dancers, we crafted a five-foot Havana Club bottle and complete with an activation switch in central Birmingham, inviting the public to “Switch on Cuban Mode”. Our aim was to create a spontaneous and vibrant carnival atmosphere, capturing the essence of Cuban festivity.
Execution and Solution
Executing this guerrilla-style campaign required the most intricate coordination and adaptability. Despite the unrelenting rain, our team, alongside actors, musicians, confetti cannons, and dancers, truly created an unforgettable carnival experience. The activation was designed to captivate passersby and draw them into an immersive celebration, all captured on camera for social media.
Client Testimonial
“Lewis is my (not so) secret weapon for disruptive PR! The recent activation in Birmingham Bullring was beautifully pulled together. Lewis is professional, enthusiastic, innovative, and keeps brand stakeholders in mind. His passion for marketing brings the stardust to our campaigns.” – Kate Hawkshaw, Brand Marketing Manager
Results
Despite the challenges posed by the weather, the campaign was a resounding success, it:
– Created an engaging and memorable brand activation in an urban setting.
– Successfully adapted to unpredictable weather conditions, maintaining campaign spirit.
– Produced captivating content for digital channels, receiving positive internal feedback.
– Enhanced brand presence and engagement in public spaces.
– Drove direct footfall to visit the bar and try the promotional Havana Rum cocktail.
– Generated copious amounts of UGC and appeared across all social platforms.
Conclusion
This campaign for Revolución de Cuba is an exercise in taking an idea and making it that little more “disruptive”. We could have stopped at having a stand with promotional staff and some nice cars, but instead we chose to run a cool ‘show’ every 30 mins throughout the day involving over 50 people including; dancers, band members, fake security staff, actors and of course those brave enough to flip the switch on the rum bottle (and turned the entire event into an advert the client could use again digitally).
Our approach of flipping the familiar into a fiesta, even in the pouring rain, reflects our passion for creating memorable marketing experiences. If you’re looking to bring your brand to life with creative, impactful campaigns, Hussel Marketing is your go-to agency. Reach out to us to see how we can transform your brand’s story, come rain or shine.
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Brand Manager - Revolución de Cuba
Owner/Director - Infusion 51a
Owner/Director - HM Staffing
Marketing Manager - Brennan Industries
Marketing Director - FASTSIGNS Manchester