Challenge:
Circle K was looking for an opportunity to deepen its connection with a younger audience by moving beyond its role as just a stop along the way, evolving into a brand that delivers fun, memorable experiences. Our objective was to shift brand perception, build brand relevance, and foster cultural connection through high-impact festival integration.
Strategy:
We created the Circle K Froster experience—a branded destination featuring a Froster Bar with a variety of flavours served all weekend long, a massive 24-ft Froster as a visual beacon, a Circle K gas station sign, a carousel horse photo op, a patio lounge space for guests to relax, an upper deck viewing platform offering views of the festival grounds, and branded giveaways like temporary tattoos and bucket hats. By leveraging the energy and social nature of Boots & Hearts, we sparked engagement and positioned Circle K as a brand that brings people together in fun, surprising ways. To drive trial and awareness of Frosters, we created a vibrant space where festival-goers could chill out with their friends and recharge. Bringing in recognizable elements like a larger-than-life Froster and classic Gas Station signage made the activation feel native to the environment while letting us stand out amongst other sponsor activations.
