Delivering Brand Experiences – The Versatility of Container Buildings Never Cease to Amaze
From the world’s global brands to boutique stores, more and more are realising that manufactured units or container conversions provide a great way to reach, engage and win new audiences.
As previously mentioned, Adidas were one brand who took advantage of the versatility of shipping containers to create an unforgettable experience for their customers at Lollapalooza, a popular music festival in Grant Park, Chicago.
We are all familiar with the iconic blue box with the three stripes but when presented with this as a cleverly disguised full-scale shipping container, that you simply walk into, it takes on a whole new perspective.
Adidas took the opportunity to invite festival goers to come inside and view the latest trends of their shoes. Creating a memorable external and internal experience could be viewed by some as a ‘marketing gimmick’, although it’s fairer to give credit to a brand team who realised how this converted container would provide additional brand awareness, through word of mouth and social media with those lucky enough to see the unit in situ.
As you can imagine, festivalgoers couldn’t help but wander over to see what the giant Adidas shoebox was, explore and become brand advocates. As you can imagine, social media was quick to promote on Adidas behalf.
Over the years, we’ve also all become accustomed to the marketing savvy brand that is Coca-Cola. Recently we’ve all searched through the local store attempting to find our own, a loved ones or a friend’s name on the printed sleeves. These were originally introduced to us when the company used converted shipping containers to explain to us their latest experiential marketing event - “Personalise Your Coke” – campaign. A place for the brand marketeers to deliver an experience that spread their marketing gospel past the doors of the converted shipping container.
From touring drink product launches, food festivals and charitable campaigning, the shipping container conversions are proving to be a natural partner to those looking to drive campaigns.
Hugh Daly, Eldapoint Container Conversion and Sales Manager is someone who has seen his fair share of unique container conversion and experimental projects.
“I’ve been lucky to work on many event and experimental projects. It continually excites me to see some of the innovation the team at Eldapoint bring to these projects. I recently re-visited a project for a double storey, coffee house and event space to take some up to date pictures and see how the space was being used now.
Even although I project managed the design, planning, build, fit out and installation and knowing what the raw product had been, I still was amazed by the outcome.
These units bring a multitude of solutions. Some are simple requirements – a temporary base, a way to deliver a product or something to provide welfare solutions – or the complex projects that drive interaction and become talking points. The main thing is experience.
We’ve seen some ‘new kids’ arrive on the container manufacturing and conversions scene lately, but a firm understanding of the original raw product is essential for success. With our years of knowledge and delivery of bespoke manufactured buildings and conversions, we add confidence and legislative processes to each project.”
Hugh continued, “Great ideas are simply that, ideas. Our team continually bring these to life and deliver eye catching projects, whilst creating adaptable, safe and sustainable solutions for clients. When it comes to bespoke manufactured and clever conversion projects it really does come down to 3 critical points; knowledge, expertise and, well simply that you start with talking to Eldapoint.”
Although Hugh delivered that last point with a wry smile, the sentiment is true. For the success of your next event or experimental brand project, look for informed advice, a turnkey partner and yes, Hugh was right, speak to Eldapoint.
The beauty of bespoke manufactured units and converted container buildings, is that either permanent or temporary, they deliver.
We hope to see you at an event sometime soon and as you enjoy the experience take a look around, you may just see an Eldapoint product.