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tech21: Global Drop-After-Drop Experiential Pop-Up

Creating a global activation to bring the ‘drop more care less’ message to life

As the world becomes smaller and more connected, global brands are developing a genuine appetite to spread their message worldwide. Phone cover specialists tech21 guarantee that any phone wearing its protective case won’t break – regardless of how many times it's dropped. Because were briefed to encourage shoppers around the world to drop their phones without consequence, and responded with a global experiential campaign and social media competition.

tech21 had to overcome any negative fears and earn the trust of the consumer while asking them to do something that feels unnatural to them. The challenge was to create a positive and celebratory global campaign that communicated the brand message effectively and could be scaled across multiple markets. 

We set up a visually impactful ‘drop after drop’ stand in a series of high-footfall shopping centres in the UK, US and Australia. It featured multiple experiences including a 90-second VR game that took users through dramatically-enhanced phone-dropping scenarios. It also included a drop-reaction game that challenged consumers to tap as many targets that light-up in 30 seconds – consumers could then post their high score on social media with #DROPMORECARELESS for the chance to win a prize. Discount vouchers were handed out to drive purchase at the nearby O2 store. 

The global 'Protects drop after drop' campaign launched November 2017 - check back shortly for results from the campaign.