Five brands that tapped into consumers' patriotism

With St George's Day taking place on Saturday (23 April), Event thought it fitting to take a look at some of the best country-themed brand experiences from the past 12 months.

O2's projection mapping stunt encouraged people to pledge their support for England during the RWC
O2's projection mapping stunt encouraged people to pledge their support for England during the RWC

O2’s Rugby World Cup projection

The telecoms brand projection mapped the English rose onto the roof of London’s The O2 for last year’s Rugby World Cup. Designed to promote its partnership with England Rugby, the artwork was created by agency Projection Artworks. It comprised 68 projectors and more than 144 moving head light fixtures. The brand enlisted singer Laura Wright to launch the activity, by performing Jerusalem on top of the venue.

Birra Moretti’s Gran Tour

The Heineken beer brand’s now annual food and drink festival shines the spotlight on all things Italian. Last summer saw the return of pop-ups from Arancina, Paste E Basta, Cooking Cooks, The Arencini Bros and Gelupo, as well as 12 new vendors sourced directly from Italy. Attendees could sample a range of authentic Italian dishes, as well as learn the tricks of the trade by taking part in a series of Italian cookery classes.

Wahaca’s 12-hour Day of the Dead festival

The Mexican food chain took over London’s Tobacco Dock last November, in homage to the country’s annual Day of the Dead celebrations. The multi-levelled venue featured a Mexican market, wrestling ring and tattoo parlour, and Wahaca eateries were scattered throughout.

The brand also enlisted one of Mexico’s top chefs, Enrique Olvera for a VIP dining experience. A number of bands delivered live performances, there was a stage for inspiring talks, and pieces from the Saatchi Gallery’s exhibition Dead: A Celebration of Mortality were available for viewing. The event was produced by RPM.

Lebara's presence at Days of Poland event 

The second annual Days of Poland festival took over London’s Potters Fields Park last May, to celebrate all things Polish. Lebara sponsored the event, and its four branded stands offered SIM cards and related paraphernalia. The global telecoms brand also hosted competitions throughout the day. The event saw performances from Polish national dancers, along with traditional music, cuisine and art.  

AIG’s VR Haka experience

One for fans of the New Zealand All Blacks, AIG’s 360-degree virtual reality (VR) experience transported consumers to the rugby field, as members of the nation’s 2015 Rugby World Cup team performed their pre-game Maori ritual. The technology could be downloaded onto smartphones as an app, and was available to experience at AIG’s Touchline activation space by the Thames, which opened on select dates throughought the Rugby World Cup. 

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