ID hired for Intelligent Energy experiential campaign

Power technology company Intelligent Energy is executing its first experiential campaign to support the launch of Upp, a hydrogen fuel cell to power up USB devices.

Upp: immersive pop-up in London's Covent Garden
Upp: immersive pop-up in London's Covent Garden

Experiential agency iD supported the launch of Upp, described as the next generation of portable emissions-free fuel cell technology, with an eight-day brand awareness campaign in London’s Covent Garden, which kicked off last week (24 September). 

The campaign features trained brand ambassadors on hand to encourage consumers to trial the product, as well as an immersive pop-up stand, that includes a branded hydrogen-fuelled black taxi where consumers are invited to get inside and share vox pop-style reviews of the product. 

The campaign is also supported by a social media strategy; people are able to share their experience of Upp via Instagram using the hashtag #POWERUPP.  Pictures are then printed directly using Instaprint machines and attached to giant Upp lettering on the stand. If the campaign is successful in filling the whole sign with shots of consumer experiences, Intelligent Energy will donate £10,000 to international charity, WaterAid. 

Jon Fisher, marketing for Intelligent Energy, said: "We are excited to be using a great consumer experience as the focal point of launching our product in the UK. We believe that by giving people the opportunity to experience the Upp, the speed it powers devices, and the week's worth of charging it provides from one cartridge, we have created the perfect platform for engagement and amplification across our own social media channels and that of our charity partner WaterAid."

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