S7 Airlines to the "Afisha" Picnic

On July 30, Kolomenskoye Park hosted the Afisha Picnic, the largest open-air music festival in Moscow, which annually gathers about 50,000 people. The Russian airline S7 Airlines acted as an official partner of the festival for the first time. Pool&Bar S7 Airlines was located opposite the Summer Stage by S7 stage, which brought together bright representatives of musical culture: Tesla Boy, Mujuice, Adrian Younge, Skepta and their fans. In the same "district" many additional activities from S7 were concentrated. Task. To convey the concept of the S7 brand to the guests of the event #engage in happiness and offer entertainment that gives them the opportunity to feel this idea. Attracting a new audience to the S7 Priority loyalty program. To implement integration into the event in accordance with the image of the S7 brand: modern, bright, active, calling to action. Solution. "For us, this project turned out to be a concentration of all our summer emotions and feelings. We didn't even have to tune in to the same wavelength with the brand concept. The S7 team and the brand concept are exactly the same as the project itself: lively, bright, real. It was very easy for us to come up with something to fill the project with. Emotional compatibility and common tastes are still incredibly important things," Polina Tolkacheva, Partner at Eventum Premo. To activate the S7 loyalty program, the hashtag #s7milesforsmiles was invented. It fully reflects the airline's communication platform "DO HAPPINESS", because we smile when we are happy. The main task within the integration was, of course, to attract a new audience to the loyalty program. Guests of the event registered in the system and received a temporary S7 Priority card to collect not only smiles, but also miles. In total, the airline raffled off 7 million miles, which could be credited to a real S7 Priority card or exchanged for cool gifts from the company. Summer, sun, friends, music, emotions and an almost physical feeling of happiness - a simple and popular cocktail from Pool&Bar S7 Airlines. Someone was relaxing on chill bags, listening to their favorite performers, someone took refuge in the shade of the veranda with an excellent view on the second floor. And some fulfilled an old dream and dived in a cloud pool with balloons. I must admit that this area exceeded our wildest expectations in popularity and, judging by Instagram, became one of the main photo zones of the event. Vacationers in sun loungers on the terraces refreshed themselves with nano-ice cream and thermal water. It was possible to have fun and collect a serious number of miles on a digital trampoline - by jumping, the participant controlled the plane and caught miles on the screen. A little less physical strength, but more ingenuity was required by a huge S7 suitcase - for quickly collecting giant flip-flops and sunscreen, perfectionist guests received the coveted miles on the card. Also, for digital lovers, we came up with the Sferum labyrinth - with the help of a mobile phone, you had to guide the ball through the maze and add several hundred miles to your account. S7 managed to bring together in one place a community of bright and active people who are close to the philosophy of the brand. The S7 corner successfully fit into the concept of the festival, because the Afisha Picnic is about summer, good music and endless happiness.