Bell Box Activation Engages Canadian Festival-Goers
Bell Canada deployed the Bell Box over a 10-day period at three major festivals in Canada: the Francofolies French Music Festival in Montreal, the Quebec City Summer Festival and the Toronto International Film Festival. The goal: to be a fully engaged part of the festival communities at which Bell Canada served as major or lead festival sponsor. The brand delivered by becoming the visual point of reference for throngs of attendees, at the geographic heart of each venue.
The Bell Box was built out of six refinished shipping containers, fitted together seamlessly to make one giant structure, but remaining mobile and modular so it could easily be moved from one activation site to the next. On the first level, the brand reinforced its heritage in telephony, and welcomed visitors in with a UV phone cleaning station—a big hit for attendees. On the second level, Bell Canada showcased the brand’s leadership standing in fiber optics data transmission using its Bell Fibe TV product. Level three of the Bell Box housed the hardware that operated a giant screen outside the structure that displayed festival-related social media chatter. And on the roof: a VIP area for the brand’s guests and festival performers looking for an escape from the crowds and press.
The clean, futuristic look of the Bell Box was achieved by treating the raw steel containers with a special finish that resulted in a smooth white appearance that reflected the structure’s lighting and created a cool blue glow that was a key part of the overall ambience. A mix of metals and woods kept the interior surfaces feeling pure and clean. The structure was 40 feet tall and had more than 3,000 square feet of activation space.
All of that scope still doesn’t encompass the huge impact it made everywhere it went.