Make it happen Brazen was asked to drive awareness of cool Swedish cider brand Rekorderlig at a key time on the sales calendar and communicate its ‘Beautifully Swedish’ brand proposition.
What we did According to ancient Swedish folklore, on Midsummer night, picking and placing seven different types of flower under your pillow will create dreams of a future spouse…
So on Midsummer Eve (June 19) Brazen created a unique activation in central London for Rekorderlig that put this charming Swedish tradition right at its heart.
We installed a stunning 15ft interactive floral sculpture – of the iconic Rekorderlig cider bottle covered in hundreds of wild flowers – outside Liverpool Street Station, and asked Londoners to pick flowers from it to find their lover.
The stunt was meticulously planned by Brazen. The team had set up the floral installation by 7:30am to ensure the early morning commuters could see it in all its glory. The build of the installation was filmed and an event video created to capture the whole thing. Throughout the day, four Rekorderlig brand ambassadors handed out 200 bouquets of flowers and encouraged hundreds of commuters to pick flowers and take pictures with the Beautifully Swedish installation.
Brazen sold in the images and news release to National picture desks on the morning of the event, and created chatter across social media using the hashtag, #Midsummer.
And finally, the stunt also acted as a footfall driver – as Brazen directed passers-by into two local on-trade accounts, Corney & Barrow and The Merchant, with a bottle of Rekorderlig waiting at the end.
Screen time Highly visual activation to engage the general public; 10x pieces of national and regional media coverage generated; Social reach of 70K+; 200 bouquets of flowers handed out; 455 bottles of cider redeemed; 2,000 flyers handed out.