Ultrapop
Brand Experience Design, Spatial Design
When they said “Baap baap hota hai!” they weren’t lying. Because UltraPOP is literally the father of all POPcorn innovations out there. From bringing you drool-worthy flavours to providing you with a non-fried munching option that is good for your gut, it makes for the perfect snack for all you snacks out there!
So, when we got a chance to help them make their booth pop out, we started jumping up and down just like those tiny ready-to-burst kernels!
UNDERSTANDING CORN-SUMER BEHAVIOUR
It is a known consumer behaviour insight that when someone sees an open kiosk, the chances of people dropping by increase as compared to when someone comes across a closed one. Why? This is mainly because open booths seem to be more welcoming. The products are clearly visible which unknowingly gives out the message “Hey come in, check me out!” So, the chances of potential customers dropping in, strolling casually, and ultimately turning into loyal companions are greater.
So, how exactly did we leverage this insight? Read on!
FROM CORN-VERSATION TO DESIGN
Everything about Ultrapop screams fun, so we knew exactly what needed to be done!
We started by understanding the venue. Since it was a music festival, it meant people would be wandering about, with food in their hands of course. And what’s the most munchable, easy-to-carry product that doesn’t need a second thought before purchasing? You’re right. Everyone’s absolute favourite – POPCORN! So, leveraging the open ground area, we started having corn-versations around designing a booth that’s both; huge enough to spot from afar, and attractive enough to make the customers want to get in and check out all the yummy things that Ultrapop has to offer.
And hence, began the final design. Keeping the brand identity in mind, we started by placing a huuuuuge tub of popcorn, colourful and bright, right in the centre of the booth. To grab eyeballs. And taste buds. Then, on either side of the tub, we allocated ample space to showcase the ultimate Ultrapop range. Now, to make it all the more exciting, we designed the booth to accommodate more engaging activities like a spinning wheel and photobooth, which allowed visitors to win prizes, making it an instant attraction and reason for visit.
RESULTS? CORN-STANT ENGAGEMENT
As the booth provided enough space for people to move around, they popped in and out as they pleased and tried the delicious range of popcorn flavours at their ease. They played, enjoyed, clicked pictures, and went home with some amazing Ultrapop merchandise that they would cherish forever. Therefore, the booth did not just see enough footfalls offline, but with people clicking pictures and uploading them on Instagram, it also drove digital engagement.
Would you like us to help you design your booth for the next event? Just pop by and say hi!