An unforgettable one-day brand experience brought to life through our expert event production, design and build.
Life360, the family-location and safety app, wanted to engage parents in London with a playful, memorable (and very sweary) brand interaction. The aim was to highlight the app through stress‑relief and digital wellness. Read on to find out how we did it.
The “Swear Therapy” concept invited passersby on Jubilee Walk in London to vent their frustrations in a custom built soundproof booth. The objective? To promote the emotional benefit of letting off steam while drawing a parallel to Life360’s mission of open family communication. And also allow parents to just scream and shout as loud as they dare inside the booth. This was a branded experience with real emotional pull, brought to life through strategic event production, location and technical design.
As a leading event production agency, we created a turnkey solution covering everything from design and build, to full event management on-site. Designed and built in sunny Leeds, we had to ensure that the unit could be safely installed next to the world famous ‘Lazenby Lampost‘ on Jubilee Walk in London. If you’re a parent and your kids have a smart phone, you’ll likely be familiar with the Life360 app.
Here’s what we designed, built and installed for the brand right opposite the Houses of Parliament:
Not only that, we also managed the end-to-end event logistics and staffing, the pre-site planning, risk assessments and live site management. Phew! Every detail was managed to ensure the brand was presented in a polished, professional, and playful way.
The Life360 “Swear Therapy” activation took place on Jubilee Walk in London. An ideal setting for PR and social content set against the backdrop of the Houses of Parliament, it provided a high-footfall riverside walkway ideal for grabbing the attention of passing crowds.
The Swear Therapy booth was designed to be unique and eye-catching. An unusual, out-of-contect soundproof structure with bold branding purpose-built to turn heads on London’s busy South Bank. Passersby, many of them busy parents, were invited to step inside and quite literally blow off steam by shouting their frustrations at the top of their lungs. Once inside the booth, which was roughly the size of a traditional phone box, participants triggered built-in decibel meters that measured the volume of their outburst. If they hit and sustained the maximum volume for three seconds, a vertical fogger activated, dramatically ‘releasing steam’ in sync with their venting. The experience was reinforced by a one-to-one with a qualified therapist in the seated area outside the booth.
With a clear message, bold design, and polished delivery, we brought the Life360 Swear Therapy activation to life. Through clever event production, tech and meticulous event management, the bespoke design and build struck the perfect balance between playful and purposeful. We created an activation that made people smile, let them ‘get it off their chest’ and built brand relevance… all in just one day. It really created a moment of light-hearted relief that also doubled as a shareable, social-media-friendly campaign.
iMP is a leading event production agency. If you have a project in mind, get in touch.
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David and team at iMP are the real deal - kind, personable, dependable, professional, and offer a craftsmanship that rivals any agency I've encountered in my career. We will absolutely be using iMP again for any future UK activations (if they will have us) and highly recommend for any companies seeking an incredible experience - ESPECIALLY if you're a US-based team like us, and need an expert on location.
Brand Director, Life360
We partnered with iMP Sampling & Experiential for a summer campaign with one of our clients, and we couldn't be happier with the results. They executed a total of 42 in-store events nationwide, and their team's expertise in sampling and experiential marketing truly shone through. The staff were great at engaging with customers and helping us to achieve our goal of increasing footfall and participation at each event.
Account Director, CreativeRace
Had a wonderful experience working with David and the whole iMP team for an event this summer! David went above and beyond to help wherever possible and the branded ice cream van turned out beautifully. Hope to work with iMP again soon!
Brand Manager, ETTG
Hiring iMP for an event I was leading on for a new client was a great decision. They turned around a high quality sampling event and promo vehicle with a very short turnaround time, and their staff on the day were incredibly enthusiastic and professional. They made the process easy and the client very happy, we'll definitely be working with them again.
Brand Director, Lee Kum Kee
We worked with iMP on stands for two different events and were thrilled with the quality of the items we received. The team executed our brief to a fantastic standard, working to a tight turnaround to deliver all materials required for both events, and were extremely supportive and quick to respond to any questions we had throughout the process. Thank you iMP for your work on this project to ensure we had incredible activations at both of our events!
Brand Manager, BOL Foods
We worked with iMP for our event stand and staffing of the Ideal Home Show. David and the team were fantastic, our stand was incredible and we had so many compliments on it. The staff were great, they are really high energy and engaged our consumers at the stand. I would highly recommend if you are looking to run any sampling or experiential events for your brand.
Brand Manager, Snuggledown
