Shreddies asked us to do a nationwide experiential campaign for them that tied in with their below the line marketing and television advertising featuring their 'Knitting Nanas' and the strapline that said that Shreddies were knitted by Nanas. This also began with a short lived 'Rumbleocity' concept to depict fullness which they then decided not to run with, so we changed our focus from that at short notice to one about the factory itself where the Shreddies were made.
I felt that the factory would need to look incredibly cozy, and that in this instance the details would be the most intrinsic part of this. We had to give a feeling of warmth, coziness and familiarity in order to encourage brand loyalty, so people would keep a fond memory of Shreddies with them from it and therefore be more likely to choose them over a competing brand.
Humor was also very important, we wanted it to appeal to all demographics. I insisted on wheelie shoppers rather than traditional shaped dumpbins so that the Brand Ambassadors had more freedom to approach people and could be more mobile, also I thought this was integral to the Nana theme. We had Pearl as the Employee of the month to reaffirm the factory theme, despite wanting it to look like a sitting room, and also the 'world clocks' with international times that were like clocks you may find in a grandmothers house, and the milk was to be poured from a teapot.
The thing that I pushed for most on this was the chair. Giving people this little Nana chair made them feel 'closer' to Pearl, as though they were sitting in her chair. It made people mingle and stay longer at the stand, pose, take photographs, tweet, share virally and have something to tell people about. This was vital to it's success, people really enjoyed the chair and remained much longer than usually reported at experiential stands.