BLOOOOM! Grad Fiesta
8. Brand Experience & Activation Kancils [8.8 Best small-scale brand experience & activation campaign]

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Links:
Product/Service:
Event
Client:
New Era University College
Brief:
We understand that a graduation ceremony tends to be solemn and dignified, but as a moment for graduates to shine upon reaching a significant milestone, we believe it can be more than just a formal event. At New Era University College, we aimed to transform this occasion into something beyond the conventional, blending the gravity of the moment with youthful vibrancy. Since 2022, the NEUC Grad Fiesta has become a key event for celebrating the achievements of graduating students on campus. As a small-scale activation with approximately 900 attendees, the challenge was to embody the spirit of transformation and opportunity in a way that resonates with a diverse student body. In what ways can we convey a meaningful message of empowerment and growth, ensuring that graduates leave with unforgettable memories that inspire and guide them forward?
Solution:
For the Grad Fiesta 2024, our goal was to create a vibrant, lively, and youthful celebration that ensured graduates left with lasting memories as they embarked on their blooming and promising new journeys. Therefore, we themed the event BLOOOOM! Grad Fiesta 走花路·毕业季 (Walking on a Path of Flowers). The four "O"s in "BLOOOOM!" represented the colors of the university's crest, while flowers found around the campus were incorporated into the event to symbolize the blessings from the alma mater. To make the event stand out, we designed an immersive outdoor experience featuring flower-themed installations, floor stickers, and vibrant photo spots, encouraging graduates to express their individuality. Each piece of event collateral carried unique messages, inspiring graduates to envision futures filled with success and endless opportunities. The event was launched offline and amplified on social media platforms like FB, IG, and Xiaohongshu, using the hashtag #BLOOOOMGradFiesta.

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