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The Tour of Britain is one of the most important events on the road racing cycling calendar, attracting Olympic and World champions, and Tour de France Winners. It is sponsored by the energy company OVO, a green energy company seeking to provide a high level of service.
At the start and finish of the race, there is a Tour Village, with interactive experiences and the opportunity to meet and greet sponsors and partners of the race. OVO’s agency Havas contacted noonah, asking us to provide engaging and interactive tech at the villages, which would keep consumers entertained whilst waiting for the riders to start or arrive. The brief we were giving also specified that we had to raise awareness and exposure of both the tour, and the OVO sponsorship of the tour.
We were determined to make the OVO Tour of Britain something that consumers would remember and share. GIFs are 40X more likely to be shared, so we took advantage of this online trend by bringing our GIF booth.
The GIF booth was stationed in a custom-built container and we wanted the experience to be as immersive as possible for the consumers. Fans were encouraged to don OVO branded racing gear and jump of one of the official tour bikes. We designed a custom backdrop for the GIF booth which created the appearance that the fan on the bike was in the race and constantly moving – and winning!
As well as this, the GIF booth was completely customised with OVO Tour of Britain branding, which added to the fans experience, surrounding them with branding.
The GIF booth was incredibly popular, and gave consumers an engaging experience, allowing them to compete in the race, without getting too out of breath!
The GIFS generated had the OVO Tour of Britain branding in the foreground, so consumers were reminded of the brand whether they shared it to social media or took away a commemorative print!
OVO loved the GIF booths as well, and with the results shown below, we aren’t surprised!
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