Brief:

Sledge was appointed to create a consumer experience that would leverage Metro’s headline sponsorship of the 2007 Metro Ski and Snowboard Show, held at London Olympia, from the 24th to the 28th October.

Solution:

The Sledge team created a giant igloo structure, the Metro Iglu. Consumers were encouraged to dress up in 80s retro ski wear for a complimentary ‘blue screen’ photo shoot. Visitors then left with a postcard-style photograph, superimposed to show them and their friends on a fun, snow scene background of their choice.

The 20 funniest photos taken over the course of the show were showcased on metro.co.uk, with the best winning an Option snowboard worth £350! Promotional staff dressed in retro ski gear were also on hand to ensure that consumers enjoyed themselves and engaged with the Iglu environment. A small chill-out area was also provided for visitors to relax, enjoy the various photo shoots and listen to an 80’s soundtrack played from the Metro
Juice Van.

The promotional staff also greeted consumers entering the exhibition at the Metro snow-capped entrance stand.

Sledge sales and marketing director, Ian Irving comments: “We wanted to create an experience for Metro that was highly engaging, good wholesome fun, and that didn’t take itself too seriously. It was important to promote
the lifestyle aspects of skiers and snowboarders, and we have captured the essence of the Metro brand through this.”

Results:

The Metro Iglu was a huge success, with an average of 470 blue screen photo shoots per day. When visitors were asked to rate the attractions at the show, the Metro Iglu scored an average of 91%. Additionally, 62% of people asked recognised Metro as one of the primary sponsors of the show.