Background/Challenge
Pink Lady are returning to the National Ploughing Championships for the first live activation since 2019. Pink Lady really wanted to really bring the brand to life through a vibrant, colourful and engaging brand experience, with multiple touchpoints for consumers – families, kids and adults. Place Pink Lady firmly on the radar for consumers & drive trial with novel experiences.
Our response
Make consumers feel as though they are not stepping onto any stand at the National Ploughing Championships but into the Pink Lady world. Create an experience for consumers that celebrates the best of the brand while reflecting the Pink Lady orchard.
Execution
Consumers had a chance of winning a trip to the Pink Lady Orchard in France and to adopt a tree. This competition continued into The National Ploughing Championships 2022, whereby the consumer, was provided with a small label to fill in their details and they hung their label on a bespoke wooden tree. On the last day of the ploughing, Dunnes Stores selected three winners.
Results:
Event Attendance:
Total: 277,000On Day 2, 115,500 people came through the gates. This is the highest attendance ever recorded on a single day in the history of the event!
Over the course of the three-day event, 122,666 people visited the Pink Lady stand which displayed the adopt a tree centre piece and competition. Three winners were selected and enjoyed their all-inclusive trip to the Pink Lady Orchard in France.
Client Testimonial
Our Pink Lady stand at the National Ploughing Champs was a showstopper. We asked Neon Agency to create a unique plot which would stand out at The National Ploughing Championships - and they did not disappoint. The 3D renders presented, matched exactly to the physical stand as every detail requested was put in place. Neon went above and beyond using our signature ‘Pink Lady’ colours which attracted a huge amount of footfall and attention to our stand!
Representative from Pink Lady
