ACTIVATION: SUNDAE TROPICS CABANA TAKEOVER
Situation:
On Thursday, October 11th, Sundae Body unveiled its highly anticipated Suncare Range with an engaging consumer activation at Camp Cove Kiosk. Movement Agency transformed the kiosk into a vibrant Sundae Tropics experience, offering beachgoers complimentary coconut slushies, exclusive merch giveaways and product samples. With the sun shining, visitors to the activation were invited to ‘Take A Break From The Sun’ in a fully branded cabana complete with custom ukeleles, retro-inspired posters, product displays and a relaxed beach hangout area.
Strategy:
Movement Agency strategically chose Camp Cove as the ideal location to reach target consumers, encourage product trial in a natural beach setting and align perfectly with Sundae Body’s playful and vibrant campaign. The beach setting perfectly complemented Sundae Body’s fun and carefree brand ethos, encouraging beachgoers to experience the Suncare Range where they needed it most—outdoors under the sun.
Through a combination of branded elements and the chosen location for the takeover, Movement Agency allowed consumers to be fully immersed in Sundae Body’s Suncare Campaign. This hands-on engagement offered beachgoers the chance to interact with the product in a memorable way, turning a typical day at the beach into an interactive brand experience.
A photographer and videographer were also onsite to capture high-res imagery for the activation to be reused across social media further amplifying the activation.
Services Provided:
PR Launch Strategy
Activation Ideation and Management
Media Outreach
Key Opinion Leader Outreach
Results:
The activation exceeded expectations, drawing long queues of eager beachgoers excited to the trial the Sundae Suncare Range. The direct interaction with consumers not only boosted brand awareness but allowed the team to share the unique selling points of the product in an engaging way with consumers. Camp Cove was soon filled with people sporting Sundae Caps, driving brand visibility. Attendees enjoyed using the products during peak sun exposure, reinforcing the practicality and appeal of the Suncare Range at the exact moment of need.
The distinct brand elements encouraged social sharing from both consumers and key opinion leaders alike to extend the activation’s impact beyond its specific time and place, creating a lasting brand impression. The content can also be repurposed across social media to further drive awareness for the range in an organic and engaging way.
