Creativity, consistency, and interaction were at the heart of developing a standout booth for Signify at the Bright Nights event in Walibi. Led by brand manager Sozyar Wali for Morres & Company, the project highlighted the power of co-creation and the importance of flawless execution in brand activations.
The challenge: standing out among hundreds of booths
Signify, the global leader in smart lighting technology and the powerhouse behind brands like Philips Hue and Interact, had one clear objective: how do you stand out among countless booths at a high-energy event like Walibi? “The event attracted thousands of visitors, all bombarded with various brand messages. The challenge wasn’t just about grabbing attention – it was about creating engagement and generating leads,” says Sozyar.
This multidisciplinary project came with complex challenges, from logistical coordination within the theme park to crafting a concept that was both captivating for visitors and commercially effective. Working closely with designers, a concept was developed that combined creativity with practicality, ensuring maximum impact.
The solution: an interactive Formula 1 experience
The key to standing out lay in a playful, interactive approach. “We created a high-speed reaction game within a Formula 1 theme, which instantly drew visitors in,” says Sozyar. The game allowed participants to test their reaction time, with scores displayed in real-time – sparking excitement and engagement.
In addition to the game, a photobooth with a Formula 1 backdrop added another layer of attraction. Visitors could receive their photo by submitting their email address, providing a seamless and effective way to generate leads. “Both the game and the photobooth perfectly aligned with Signify’s goals: boosting brand awareness and capturing valuable connections,” Sozyar explains.
Consistency in brand experience
A key pillar of the project was maintaining a strong and consistent brand identity for Signify. From the visual elements of the booth to the follow-up emails visitors received, every detail was fully aligned with the company’s brand style. “This consistency ensures that visitors instantly recognize the brand and keep it top of mind,” Sozyar explains. Even the smallest details, such as the camera casings and photo backdrops, were meticulously designed to reinforce the brand identity.
Key learnings and a versatile approach
The project provided valuable insights into the seamless blend of project and event management. “Coordinating logistics and developing a comprehensive playbook highlighted just how multifaceted and detail-oriented an activation like this can be,” says Sozyar. “It demonstrates that Morres & Company doesn’t just craft creative concepts but also orchestrates the entire execution, from strategy to implementation.”
Creative strategist Arno developed a completely new identity for Qconcepts Interim & Consulting. Curious about his approach? Read how he brought asqin to life—a brand that thrives on curiosity and pushes boundaries.
