Boden

Isle of Boden

Objectives  

Engender more loyalty from existing customers and reactivate old ones by ‘bringing back the love’ for the brand and making them feel proud to be a Boden customer. 

The activity should challenge the negative preconceptions about the brand and show rejectors that Boden’s products are desirable in their own right – regardless of the fact that they might appear to have been adopted as a uniform by certain affluent ‘tribes’ in Middle England.

Activation

GI created the ‘Isle of Boden’, a multi- functional, premium space that allowed Boden to extend their reach and positively engage with more potential customers. The activation consisted of a retail space, children’s play space, outside seated garden, stage and entertainment programme throughout the day that engaged all the family. The area provided a safe area for kids as well as a space for adults to hang out and kick back. Highlights include A/W children's catwalk show and kids' discos programme by Rob da Bank with special guests including Madness, The Friendly Fires and Felix's School of Rock new talent workshops

Results

Well received by attendee’s of all ages, the Boden activity was recorded as the most recognised brand on site and was also listed as a favourite piece of activity by 38% of those at the event.*

The brand also received higher than expected levels of data capture achieved via online promotional offers made exclusively to the event database. 

(*Camp Bestival Exit Survey 2010)