octombrie 21, 2021
With a name that already resonates emotionally, Eugenia wanted more than visibility at Electric Castle – it wanted to bring people closer. We turned this ambition into a bold concept: “EUGEN… te cam plac”, a campaign that encouraged festival-goers to take the first step, confess their crush, and create authentic connections.
✨ How we made it happen:
- Creative Concept & Strategy – starting from the emotional DNA of the brand, we built the central idea around love, connection, and courage, giving birth to the activation: Paravanul Iubirii.
- Experience Design – we set up the Love Screen, where festival-goers joined blind dates and speed dating sessions, creating genuine bonds in a playful, festival-ready format.
- Digital Integration – we developed a dedicated website (eugenia.story23.ro), launched the pre-festival campaign “Eugen… te cam plac,” and managed online registrations for the Paravanul Iubirii (over 400 sign-ups).
- On-Site Engagement – from hosting and coordination to activities like “Vă potriviți?”, “Cât de bine vă cunoașteți?”, “Dragă eu din viitor…” and photo booth memories, we designed every step of the consumer journey to reinforce the idea of togetherness.
- Brand Experience at Scale – we managed logistics, hostess training, prize mechanics (870 prizes offered), and even integrated festival sales through LIDL, ensuring full alignment between brand objectives and festival energy.
The result? Thousands of interactions, heartfelt connections formed live at EC, and one of the most beloved activations of the festival – proving that Eugenia is not just a sweet treat, but a brand that creates memories and brings people closer.
