Special K is iconically known for its vibrant and bold letter ‘K’ (and delicious cereal, of course), so when our clients came to us with a brief to superscale the letter and bring it to life for a Sampling Activation at Southern Cross Station in Melbourne, we just couldn’t resist the assignment!
From initial concept renders to the execution itself, our Fabrication team brought a bold, four-metre, tall letter ‘K’ to life over a couple of months to sit front and centre at Southern Cross Station for commuters to see from all angles.
The activation build allowed for curiosity to spark, with people approaching the letter left and right, intrigued to see what was going on.
Not only did the giant letter ‘K’ allow for many fabulous photo opportunities, but it was also the pillar in featuring Special K’s new re-brand.
We created a unique activation floor featuring branded floor decals, custom plinths and sample bins to house many cereal samples and A6 cards as a take-home piece during the morning rush.
Across five morning sessions in September, our team of Brand Ambassadors gave away exactly 10,050 units of cereal, leaving no leftovers; talk about cereal-sly outstanding results!
We received many positive responses from Commuters on the cereal and brand and even had a group of 15+ individuals come by and pose with our Special K Brand Ambassadors.
See some comments the team received below:
“Seriously, it is the best breakfast cereal there is. I used to eat toast and now I don’t touch it because this cereal makes me feel so much better (no, seriously).”
“Can I have another one, please? I came last week and I am so happy you are here again”
“I had this cereal recently and it was really nice, can I buy it in Coles? Is it on the shelves?”
Altogether, this was a really exciting campaign for our team to organise in all aspects, from conceptualising and executing the build and activation floor to having an excellent staffing team run the activation itself.