As part of its campaign focusing on LGBT consumers, TELUS was sponsoring the Divers/Cité festival. This international gathering is an avant-garde event which brings together more than 100,000 people every year.

On this occasion, TELUS wished to offer fans a memorable brand experience that would reflect both its role as a technology innovator and its involvement in important causes for the LGBT community. Starring: the Zebra, an emblematic animal chosen by TELUS to celebrate the difference.

To promote commitment of the brand, we invited fans to become true ambassadors of TELUS within a technological zone, strategically located at the entrance of the festival. Thus, visitors to the zone had the opportunity to have zebra stripes tattooed by real professionals and then see their custom tattoo come to life in 3D through augmented reality. Participants displaying their zebra tattoo during the event became impromptu brand ambassadors, increasing TELUS visibility. In addition, festival goers received a video recording of their experience to be able share it on social media.

TELUS' community involvment was also honoured through creation of a zebra fresco on which participants were invited to leave their finger-prints. For each impression, TELUS then paid $1 to the Association Gai Écoute. On the other hand, a VIP area with stunning views on the scene was set up especially to accommodate winners of a contest organized shortly before the event.

Results: close to 3,000 meetings, 1,700 finger prints for the cause and 500 tattoos (max capacity) in just two days! TELUS' role as a technology innovator along with its community commitment have, therefore, been memorably highlighted through a unique interactive experience and visibility everywhere on the event's site and social media. 

Agencies: Youville
Client: TELUS
Category: Experiential marketing / Sponsorship activation
Roles and responsibilities: Conceptor / Copywriter / Creative technologist

STRAT (2012)
Prize « Experiential marketing »

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