Nationwide B2C tour with strong brand presence
How can relationships with end consumers be strengthened and brand awareness increased?
For our client, the answer was a summer tour that not only created valuable meetings but also moved the brand several steps up in the market.
Format: Physical event
Target group: Consumers
Event type: Roadshow
Project manager: Julia Gustafson Berg
Production Manager: Sofie Andersson
BACKGROUND
In the summer of 2025, festivals and city parks became meeting places between our client’s brand and consumers. The Street Food Festivals in Malmö, Jönköping, Gothenburg and Stockholm, the colorful Pride Park and the summer’s atmospheric outdoor cinema in Rålis became the meeting places we chose for our client.
The target audience was an urban, curious and trend-conscious audience aged 25–35 with an interest in innovation and lifestyle. Our concept was built around well-positioned spaces, a fun lucky wheel with merch prizes, and an engaged team consisting of the customer’s sales representatives, our project management, and local event staff.
ASSIGNMENT
The assignment was clear: to create a nationwide B2C tour that would give the brand presence where the target audience already existed. Our client’s goal was to strengthen relationships, increase awareness, and climb the top of mind among their consumers.
THE SOLUTION
At Contrast, we took responsibility for the whole process: from idea and concept development to logistics, permits, staffing, and implementation.
The tour format creates added value because the activation is refined and improved automatically during the recurring stops. The experience along the way provides fluidity and quality without increased costs for the customer.
The structure we created behind the scenes was crucial. Merchandise deliveries, staffing schedules, transportation, rigging, and demolition… everything required high levels of detail control and meticulous planning.
THE RESULT
A total of 356,000 people visited our selected tour stops during the summer:
- Street Food Festivals: about 250,000 visitors
- Pride Park, Stockholm: about 20,000 visitors
- Summer cinema in Rålis, Stockholm: about 86,500 visitors
The exposure contributed to the brand taking a big step, from fifth to second place in the latest measurement of market shares.
The summer tour is a good example of how B2C activations can create real impact when reaching the right target audience, in the right place and at the right time.
Do you want to activate your brand?
Do you also want to give your brand the same powerful presence at festivals, trade shows and other public events?
At Contrast, we take responsibility for the whole process: from analyzing target audiences and creative ideas to logistics, administration, and implementation.