A brand activation at Lowlands Festival in the Netherlands, designed to reshape brand perception among a younger audience, with the ambition to become an integral part of the festival experience.
Bol, the biggest e-commerce platform in the Netherlands, faced declining engagement with younger audiences. To win their hearts, bol went ‘offline’ for the first time. Creating a brand activation at Lowlands, the most popular festival in the Netherlands, with a cultural impact comparable to Coachella.
The key objective was to let festivalgoers experience bol’s convenience and service in a way that felt relevant to Lowlands. The goal was to positively shift brand perceptions and, ultimately, make a meaningful impact on key brand metrics.
But bol’s ambition went beyond creating just another brand activation. The brand aimed to truly become part of the Lowlands Festival experience, adding to its cultural lineup and standing out in a sea of brand activations.
The target audience primarily sees bol as an app on their phone and a big, blue warehouse in the middle of nowhere. So, we recreated our actual warehouse into ‘The bol Festival store and The Warehouse’. A physical experience that brought bol’s convenience and service to life in their world.
‘The bol Festival store’ was the place for everything you could possibly need at Lowlands. From camping gear like pop-up tents or camping stoves, to essentials like sunscreen, or underwear. Everything was conveniently available to order online and pick up at the campsite, day or night. Bol personnel ran the store, helped festivalgoers set up camp on the first day, and assisted with clean-up and recycling on the last.
As soon as the sun set, the back door of the store opened to ‘The Warehouse’. An intimate club where upcoming DJs and established artists treated festivalgoers to exclusive live performances among the shelving units. A unique addition to the Lowlands lineup.
