Haribo
As sweet as experiences get
It’s not an everyday task to find the right space for an inflatable arena to be filled with over 750,000 multicoloured balls and much-loved Haribo brand touchpoints. This was the brief from Sense Marketing. To deliver volume 2 of Haribo’s Hide ‘n’ Seekers brand activation, taking it to the next level and on a grander scale.
And we had the perfect location, Bluewater, home to a 12,000 sq ft marquee and where we host our ice rink during the winter months. Thousands of kids and adults alike joined in the fun, exceeding number expectations.
Stats
Across a three-week takeover, the Hide ‘n’ Seekers activation saw impressive numbers, with guests queuing to jump in the ball pit, take a picture in a lifesize Haribo bag and go home with limited-edition, sweet treats.
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12,000 Sq ft Marquee Space
750,000 Multicoloured Balls
32,000+ Kids and Adults Participated
Hide ‘n’ Seekers was a full takeover of Bluewater. Alongside the outdoor marquee, Haribo also branded our network of digital screens, wrapped pillars and escalators in eye-catching vinyls.
And just to make sure, they cleverly placed wayfinding across the floor to point curious guests in the right direction.
With 750,000+ multicoloured balls, this has been the largest (to date) ball pit ever in the UK.
The impact of Haribo’s activation spread across Bluewater – with gift, toy, card and accessory categories growing their share of centre sales over the total residency.
Spotlight enabled Haribo to push the boundaries. For the first time, Hide ‘n’ Seekers featured a pop-up Haribo shop where guests could buy limited-edition products.
“It’s been so much fun letting the public loose on this experience. Truly heartwarming to witness and see the smiles on people’s faces.“Sense Marketing
