HAMPSHIRE-BASED ENERGY company Utilita is expanding its sponsorship of UK festivals this summer following a successful presence at Manchester’s Park Life (cap. 70,000) and Glasgow’s TRNSMT (50,000) last year.
It is increasing its “customer activation” at the two events this year and adding Creamfields (50,000), with two more festivals expected to be confirmed.
The company believes that its Power Tree feature, which allowed festival-goers to recharge their mobile phones for free, saw its brand awareness among millennials rise from seven to 11 per cent in the six months following 2017’s events. As a result it is doubling the size of its plot at festivals, which features a giant “tree” with phone recharging vines, plus benches, DJs and a bar.
“Charging phones at festivals is a huge issue and we wanted the concept behind our activation to link to our business,” says Utilita’s marketing manager Nic Rhodes.
“In 2017 we had 45 charging points, used consistently from 12pm to 8pm. The objective was to promote our Utilita Live service [which offers customers advance ticket availability and special packages to shows] and build brand awareness with that demographic. Customer acquisition was a secondary goal.”