Background
Slice Mobile is the UK’s first e-sim company. A start-up, the company doesn’t have anything near the marketing spend major networks have to generate cut through in the market.
And so, they need to be disruptive. Every pound spent needs to make a mark and deliver results.
With no market share in Manchester, they wanted to raise their brand awareness, announcing the brand to their Gen-Z target audience, giving them a ‘Slice of the action!’
The Response
We disrupted the busiest weekend in the Gen Z calendar for Manchester.
While their competitors like ‘Three’ were spending hundreds of thousands to create stages at Parklife with the hope that revelers would leave mainstage and join them for a dance.
We made the journey to the festival the main event.
The Slice XC-XPRESS was a packed-out Parklife party bus taking influencers, press and some lucky members of the public to the festival
On each journey, the bus would pick up a surprise DJ from a line-up which included Gen-Z heart throb Tom Zanetti, 90s legends N-Trance and local DJ collective Habitat.
Departing from St John’s, the three 90-minute round trips made their way through the city making one hell of a lot of noise with attendees capturing the action and sharing it to their followers
The Results
- Coverage from Manchester media titles running up to and on the day of the festival with The Manc, Manchester’s Finest, I Love Manchester, Manchester Confidential and M.E.N all riding on-board
- Over 45 influencers travelling on the bus capturing the event and covering the journey to the festival, in most cases more than the festival itself, tagging the brand in their content including Anastasia Kings North
- Thousands of people across the city saw (and heard) the stand-out zest green bus pass through the city on the city’s busiest day for tourism (Parklife / Chris Brown / Soccer Aid)
- Increased social followers by +200
- Around 130 post with social content reached over 6M+ on the day
- Branded open-top bus still operating tours around the city giving the brand a lasting visible presence in the city
