Consumer Experience Athens
Elevating engagement for a global consumer brand and building an international community in the heart of Athens.
A stone’s throw from the Acropolis, we conceived, designed and produced a groundbreaking community event for our client’s loyal consumer base. Far from a traditional product launch or trade fair booth, this unique live experience represented the first global gathering of dedicated consumer groups.
Designed as a ‘customer appreciation’ event, this sensorial experience showed attendees they are part of something far greater than simply the brand or product they love. They are part of a bold, growing community of sophisticated adventurers.
Setting the stage for audience immersion
Reaffirming the brand’s commitment to celebrating the community, the experiential marketing approach began with the attendees themselves, greeted on entry by a team of immersive actors that immediately plunged guests into a spirit of interaction and brand exploration. Attendees were briefed on user-generated content, instantly making them part of the event narrative. While LED wristbands were distributed as a nod to the tech-forward nature of the event, it was this briefing that truly set the tone for the surprising set of activities ahead.
Creating unity through Interactive Marketing
A bespoke platform allowed attendees to upload their engagement experiences, which were then displayed on a massive digital screen in a mosaic pattern on the main stage, enhancing the sense of collective brand experience. UGC images were collected, curated, and edited within a tight 90min period, giving the guests a sense of magic as they viewed their images on the main stage screens later in the evening. BRS developed a bespoke image-upload micro-site and database to capture the live photos the guests were taking.
A sensory marketing journey through live entertainment
Brand entertainment and top music acts formed the backbone of the evening’s live event activities. Notable artists graced various stages, including techno marching band MEUTE, who led attendees to a hidden gem: The main stage. Far from a makeshift setup, this was a full-scale festival stage offering one of electronica’s biggest names in a rare private performance. Think of Coachella on steroids and you get the idea.
The Immersive Experience continues
As guests entered the main stage zone, their personal brand experiences were illuminated on a gigantic LED display, adding to the atmosphere of community unity and digital inclusion. DJ pioneer Echonomist played a set that provided the perfect musical branding for a night full of surprises, including a drone light show, pyrotechnics and plenty of surprises.
The emotional brand connection: company and community
While personalised holographic glasses were distributed, their purpose was to enrich the brand atmosphere rather than to overtly brand it. The true highlight of the evening was a grand manifesto ceremony, a tribute not to the products but to the brand loyalists themselves, turning consumers into celebrated community members. A celebratory taste experience was distributed to 3,500 guests, and before commencing the headline act, the community shared a toast, a mouthwatering, popping sensation on the lips which ignited a realm of special effects around the area, taste transformed into an exterior, sonic and visual experience.
A feast for the sensory branding senses
Complementing the multi-sensory experience was a culinary journey. A renowned star chef and a skilled mixologist provided a range of delightful flavours, making the event a full-bodied sensory experience. A laboratory of molecular inventions, focusing on tastes, colour and lending our brand’s key pillars gave guests an inquisitive insight into the science of flavour.
Beyond consumerism, building a brand community.
This was an experiential marketing experience tailor-made to align the needs of the brand’s loyal customer base with its key brand pillars. The Athens activation proves that interactive, immersive experiences go beyond mere consumer entertainment; they can be powerful mediums for building deep brand relationships and fostering long-term customer loyalty.
Credits
- Client
International Consumer Brand
- BRS — Creative Team
Judith Hoch
Co-CEO & Managing Director
Brendan Shelper
Executive Creative Director & Producer
Jon Buckels
Creative Director
Catherine Hayward
Creative Producer
Andy Machals
Creative Producer
Emily Landers
Creative Producer - BRS — Production Team
Moritz Borchardt
Event Producer
Ky Lloyd
Head of Production
Nadine Leder
Project Manager (Crew, Promoters, Logistics)
Thalia Davies
Project Manager (F&B, Artists)
Alessia Avallone
Project Coordinator
Paula Dickmann
Project Coordinator
Susana Beiro Shelper
Back Office
Liane Hutterer
Accountant
Gerrit Hotzel
Traffic Coordinator - BRS — Show Team
Konstanze Agatz
Show Caller & Director
Florian Bücking
Stage Manager
Laura Hähnel
Stage Manager
Rebecca Bryant
Stage Manager
Rich Herrick
Stage Manager
Terry Stewart
Choreography & X-Crew Coordination - BRS — Technical Team
Malte Joergens (Adhoc)
Technical Director
Marcel Reichelt
Technical Manager
Hendrik Fabri
Technical Manager
Kalle Reichert
Technical Manager
Ben Kästner
Head Sound Engineer
Peter Gombac
Video Technical Manager
Chris Moylan
Lighting Designer
Daniel Gündner
Light Operator
Sebastian Huewig
Light Operator
Jan Wessolowski
Sound Technician
Niko Karp
Sound Technician
Mike Walter
Sound Technician - BRS — Spatial Design
Philipp Hohmann
Architect
Cordelia Ashwell
Scenic Consultant - BRS — Graphic Design
Robert Gross
Graphic Design
Sofia Silva
Graphic Design - BRS — Motion & Content
Duncan McDade
Lead Motion Designer
Achilleas Gatsopoulos
Motion Designer
Stefan Spendier
Video Producer
Daniele Bonaiuti
Video Mock Up Artist
Dario Lospino
Video Mock Up Artist
Deimos Virgillito
Audio Producer & Composer
Marcus Zumbansen
Photography - BRS — Costume & Styling
Isabel Seidler
Costume Design
Anna Dyka
Tailor & Fittings
Elisabeth Petrou
Hair & Make-up - X-Crew Team
Billie Vee
X-Crew
Gerogina Kotrostou
X-Crew
Eleanna Zoi
X-Crew
Danai Marques
X-Crew
Foteini Dritsakou
X-Crew
Anna Athanasiou
X-Crew
Abe Cohen
X-Crew
Alex Ennea Vangelis
X-Crew
Adonis
X-Crew
Konstandinos Katsoudas
X-Crew
Yannis Vasiliathis
X-Crew
Elena Evangelia
X-Crew - Acts
Konstantinos Argiros
Artist
Eleni Foureira
Artist
Pavlina Voulgaraki
Artist
Good Job Nicky
Artist
Meute
Artist
Echonomist
DJ
Kid Angelo
DJ - Artist Teams
Dominik Lissl
No/MAD Booking & Production (Meute)
Martin Kultscher
Tour Manager (Meute)
Ilias Lakkas
FOH Engineer (Argiros & Foureira)
Alexandros Kyrlis
Monitoring Engineer (Argiros & Foureira)
Menelaos Orfanos
Lights (Argiros & Foureira)
Pavlo Argiros
Manager of Konstantinos Argiros
Haris Papatzanis
Manager of Eleni Foureira
Giannis Theodoropoulos
Manager of Good Job Nicky
Dimitris Ganios
Manager of Pavlina Voulgaraki - Partners & Suppliers
Magna Events Greece
Local Production Support
Dimitris Skarmoutsos
Chef
Pixmob
LED Wristbands
Spectrum Production
Drone Show Europe
Fontana Fountains
Fountains at the Ellinikon Experience Park’s Water Maze
Planning your next brand experience?
Whether for a product launch, brand activation, large-scale cultural ceremony, consumer event, or immersive experience, our cross-disciplinary team across Europe and beyond is ready to collaborate.
Starting with us is easy — drop us a line, share your early vision, and let us bring it to life.
