by Sherri Privitera
It doesn’t take a Hall of Fame coach to know the end zone…
Brand Activation extends a brands power to communicate. We add reach and meaning, build visibility and memorability and reinforce key associations, unlocking the latent potential of sports and entertainment brands.
The Las Vegas hot spot of a decade ago was the craps table. Today, as more and more millennials flex their purchasing power, the hot spot in Las Vegas is the live experience. T-Mobile Arena taps into this insight and generates FOMO, otherwise known as the fear of missing out, through next generation hospitality spaces like the Hyde Lounge and Tower Clubs. Socially-driven, this high-end club experience is accessible to any guest and has debuted to rave reviews. VIP drop offs at two private entries add to the mystique and prestige.
CHALLENGE. Olympique Lyonnais needed a clear, distinctive wayfinding and signage strategy for their new 59,186-capacity stadium that would be evocative of the club’s unique identity. With a venue of this scale, the design had to allow visitors the freedom to enjoy the atmosphere of the stadium, without being troubled by navigational concerns.
INNOVATION. Olympique Lyonnais’ visual identity was integral to the design strategy. The overarching approach was to use big signs that could either be painted directly onto target functions or, where necessary, integrated within the surroundings. The color palette for the Parc was chosen for functionality and contrast, with a gesture to the team’s colors of red, white and blue. Entrances are signalled by illuminated blades that taper into the mass of the building, echoing the geometry of the huge roof to form a link between the canopy and the stadium facade.
IMPACT. The directional system devised by Populous Activate has simplified a variety of complex journeys from various entry points and transport hubs outside the stadium. The project picked up a Merit Award for Wayfinding at the 2016 SEGD Global Design Awards. Commenting on the design, the jury said, “This project exemplifies the manner in which a large sports venue can be used for multiple sports and customized to reflect the individual character of any event.”
‘Field of Dreams’ is one of America’s most iconic baseball films. Made in 1989, the film has sparked our imaginations since it was released. On May 18, 2013, Populous, Pepsi Max and Major League Baseball joined together to recreate an experience loosely based on the iconic film on the field for one lucky contest winner, his friends and more than 14,000 spectators. Held at Frontier Field in Rochester, NY, this year’s Pepsi Max Field of Dreams game allowed Johnny Perotti, an avid baseball fan, and his family and friends to play alongside some of MLB’s legends, in an ode to the movie. Perotti joined forces with Hall of Famers and future Hall of Famers Trevor Hoffman, Wade Boggs, Rickey Henderson, Reggie Jackson, Frank Thomas, Johnny Bench, Fred McGriff, Mike Schmidt, Ozzie Smith and Pedro Martinez.
The Pepsi Max Field of Dreams game is a testament to the power of brand activation, live events and sports. This combination allows fans to be active participants in a sport they love and engage with a brand (in this case, Pepsi Max) building their brand presence in MLB and public good will. The continued success of the event in its second year is an indicator that brands benefit from combining an understanding of consumer’s interests with a big idea and activating across multiple platforms. Pepsi did just that and Populous was proud to be involved as the producer of the event. From initial concept creation to the development and delivery of the actual event, Populous immensely enjoyed being a part of the event again in 2013. The impact of the game was clear- it was the 2nd largest gathering of Hall of Famers ever and the 2nd largest event to be held in Frontier Field’s history. Fans and players alike were a part of something special.
CHALLENGE. Formerly the Millennium Dome, the O2 is one of the world’s most individual contemporary structures. When Populous was challenged by client AEG to construct an arena within its confines, the analogy of building a ship within a bottle – albeit at the largest scale imaginable – came to mind. On top of this, the acoustics within the finished arena had to be world class, in order to attract the calibre of artists that the sponsor was looking for. And, perhaps most challenging of all, we had to change the public’s perception of the Dome – once seen as London’s biggest white elephant, our brand activation team had to turn it blue.
INNOVATION. Logistically, the arena’s roof had to sit tightly beneath the dome liner fabric, with a minimum 4 metre separation for air and smoke reservoir provisions. An innovative structural methodology meant the building cores and roof system could be erected without tower cranes. The arena’s design responds to its unique context, with public concourses wrapped around the event space and seating bowl. Dramatic lighting emphasise the scale and volume of the public space.
IMPACT. Voted Best International Arena of the year at the Pollstar Concert Industry awards every year since it opened, the O2 is the biggest ticket-selling arena in the world, out-selling its nearest rival by over 50%. The arena hosts the most significant events in the world, such as the ATP tennis finals, as well as the highest profile concerts. On top of this, as the largest entertainment zone in London, the O2 has been a catalyst for the redevelopment of the Greenwich peninsula, prompting valuable additions to the area’s infrastructure such as the new river-boat service. “The O2 Arena is without a doubt the best venue in the world,” says promoter Frank Warren.
CHALLENGE. The World Architecture Festival (WAF) needed a branded environment and awards display piece that would become a satellite event to the main festival and awards. With a challenging low budget, the design needed to respond to the vast quantity of submissions and categories, but also to the necessity for modularity, ease of production, and installation at a series of global events.
INNOVATION. Inspired by the Eames’ House of Cards, an architectural structure was created out of 101 pieces of honeycomb card. This animated the identity of the WAF ‘W’ brand form to create a striking exhibition display. In the gallery, submissions were printed onto Tyvek sheets, and hung from the steel ceiling with magnets, creating the impression that they were floating.
IMPACT. The final design was sustainably-produced to be shipped around the world for spin-off events. It became the event’s focal point, and an iconic backdrop to the speakers’ area and performance space. The design received a Merit Award at the 2016 SEGD Global Design Awards.
CHALLENGE. The London Grand Prix is presented Santander as a short CGI film. In order to fashion a credible foundation for the concept, Santander commissioned Populous to undertake an extensive feasibility plan, embracing all logistical considerations from pits and paddock, grandstands, run-off areas, to kerb profiling, access roads for safety & medical access, catch fencing design, noise attenuation strategies, a night race lighting system, bespoke garage pods, and temporary buildings such as a media centre.
INNOVATION. Populous mapped out some of London’s most recognisable landmarks and integrated them within the layout. The design process was driven by the dual requirements of creating an exciting circuit, while giving the best view of the iconic places associated with it. The garages and hospitality suites are multi-purpose items which can easily be packed up and used elsewhere. It’s a truly ground-breaking idea, and since the vast majority of emissions associated with Formula 1 races are produced by people travelling to the circuit rather than the operation of the racing cars themselves, a real-life London Grand Prix by Santander has been planned as an environmentally sustainable event.
IMPACT. Santander’s London Grand Prix film provides the most comprehensive answer yet to the question of how a Formula 1 street race in the capital might one day look. Bernie Ecclestone says an F1™ race in London would be “magnificent.” Lewis Hamilton hailed the blueprint as “utterly epic.”
CHALLENGE. Our brief was to develop the environmental graphics and to activate the naming rights sponsorship for Arsenal’s new home, Emirates Stadium. Every sign needed to flow and mesh naturally with the architecture, from the car park, to the ticket booth, to the concourse and finally getting fans to their seats. At the same time, the design solution had to combine the corporate presence with a respect for the club’s tradition – a challenge made doubly hard by not actually knowing who the sponsor for the stadium was until well into the design process!
INNOVATION. The solution to maintaining the club’s sense of tradition was to transport certain elements of Highbury, Arsenal’s former home, into the new facility. The prominent entry signage, for example, is a replica of Highbury’s original Gothic Bank typeface and forms a striking focal point at the new ground.
IMPACT. Our branding of the Emirates Stadium has placed Arsenal and its sponsor at the heart of the community. One of the most successful examples of a sports venue branding in the UK, it meets UEFA’s requirements on physical signage while still delivering widespread brand recognition for Emirates. For fans, the entire journey to, and experience at, the ground reinforces the brand in a subtle yet very effective way.
CHALLENGE: Populous’ challenge was to showcase the possibilities of a “connected Stadium”. Our client, Telstra, had recently installed Wi-Fi at ANZ Stadium and asked us to showcase this potential within their hospitality suite. The result was “The Connected Lounge” – an imaginative and interactive technology centre delivering content simultaneously using several platforms.
INNOVATION: Populous designed a suite that showcased the latest technology and featured Telstra’s Life of Colours theme throughout.
Some of the features of the Connected Lounge include:
All of this content – Triple M’s (the local radio station) match call, Mission Control’s digital content and various celebrity interviews – is then made accessible via the ANZ Stadium App over the Stadium’s Wi-Fi.
IMPACT: The suite was revealed during the NRL Grand Finals and is the first such corporate suite of its kind in Asia where a sponsor’s customers, NRL fans and partners all have a chance to be part of a new type of live game experience.
“The Connected Lounge is the blueprint of how we’ll continue to deliver on our Connected Stadium strategy at our other stadiums throughout Australia, and how we’ll engage with customers and fans through digital channels,” said Matt McCann, Telstra’s Group Media Manager.
“We want to connect with our customers on a personal and meaningful level through tailored content, to deliver on Telstra Media’s strategy to create different content experiences anywhere, anytime on any screen.”
At Populous, we do not believe developing digital activations like Telstra’s Connected Lounge is the exclusive domain of the telecommunication or digital companies. With the consumer expecting she or he will always be “on” (and every leading company knowing it must embrace the potential of digital into its business model), we anticipate there will be more and more exploitation of digital infrastructure by brands, both at stadiums and other venues.
by Sherri Privitera
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