Nationwide B2C tour with strong brand presence
How to strengthen relationships with end consumers and increase brand awareness?
For our client, the answer was a summer tour that not only created valuable meetings but also moved the brand several steps up the market.
In the summer of 2025, festivals and city parks became meeting places between our client's brand and consumers. The Street Food Festivals in Malmö, Jönköping, Gothenburg and Stockholm, the colorful Pride Park and this summer's atmospheric Outdoor Cinema in Rålis became the meeting places we chose for our client.
The target audience was an urban, curious and trend-conscious audience aged 25-35 with an interest in innovation and lifestyle. Our concept was based on well-placed spaces, a fun wheel of fortune with merch prizes and a dedicated team consisting of the client's sales people, our project management and local event staff.
THE CHALLENGE
The brief was clear: to create a nationwide B2C tour that gave the brand presence where the target audience already existed. The goal for our client was to strengthen relationships, increase awareness and climb in the top-of-mind of their consumers.
THE SOLUTION
We at Contrast took responsibility for the whole thing: from idea and concept development to logistics, permits, staffing and implementation.
The tour format creates added value as the activation is automatically refined and improved during the recurring stops. Experience along the way provides fluidity and quality without increasing costs for the customer.
The structure we created behind the scenes was crucial. Merch deliveries, crew schedules, transportation, rigging and demolition... all required a high level of attention to detail and careful planning.
THE OUTCOME
A total of 356,000 people visited our selected tour stops over the summer:
- Street Food Festivals: around 250,000 visitors
- Pride Park, Stockholm: about 20,000 visitors
- Summer cinema in Rålis, Stockholm: about 86,500 visitors
The exposure helped the brand make a big leap from fifth to second place in the latest market share measurement.
The summer tour is a good example of how B2C activations can create real impact when reaching the right audience, in the right place and at the right time.
Project manager: Julia Gustafson Berg
Production manager: Sofie Andersson
Do you want to activate your brand?
Do you also want to give your brand the same powerful presence at festivals, fairs and other public events?
At Contrast, we take responsibility for the entire process: from analyzing the target group and creative ideas to logistics, administration and implementation.