ALDO AT Osheaga
In summer 2014, we took the ALDO brand to well-known Montreal music festival Osheaga with the goal of reaching as many attendees as possible, and continually reinforce the brand to everyone at the event. What’s the one “thing” that every concert-goer needs? Water.
We worked with ALDO and Osheaga to “take over” all of the water stations on the festival grounds, creating five branded water stations to ensure full coverage of the event. To reinforce the sponsorship, brand ambassadors at each station handed out free branded reusable water bottles to delighted fans eager to grab water and head to the stage.
To further leverage the sponsorship, we worked to incorporate a separate activation for the ALDO Fights AIDS (AFA) campaign. AFA is currently selling bracelets designed by designer and globetrotting tastemaker Waris Ahluwalia with all sales going towards the fight against AIDS. To generate conversation about the campaign we utilized 3D print technology to recreate the Waris designed bracelet to over 120 times its original size. These oversized bracelets were wrapped on trees around the festival grounds with Brand Ambassadors stationed nearby in branded tents where consumers could purchase the bracelets and show their support for the great cause.
This was ALDO’s first foray into event sponsorship and was met with extraordinary results. On average all concert goers used the water stations 3.5 times throughout the event roughly translating into over 400,000 interactions with the ALDO brand; 10,000 water bottles were distributed; and over $8,000 raised for the AFA initiative.