Tide Banking Pop Up: ‘Making Tax Delicious’ Mobile Tour.
We created a nationwide pop-up tour for Tide Banking to promote their Making Tax Digital campaign using our custom ice cream van as a high impact mobile base.
Mobile pop-up for Tide Banking.
Client: Tide Banking
Campaign: “Making Tax Delicious” (Making Tax Digital MTD Campaign)
Campaign Type: FinTech Experiential Pop-Up Tour, B2B Street Sampling, Branded Promo Vehicle Tour
Locations: Manchester (New Cathedral Street), London (Victoria & Broadgate), Brighton (New Road)
Key Objective: Drive awareness of Making Tax Digital (MTD) deadline (August 7th) among sole traders and small business owners, driving sign-ups for Tide’s free business account and built-in MTD tool
Campaign highlights & stats.
Locations covered: 3 major UK cities (Manchester, London, Brighton)
High-footfall sites: 5 key business & shopping hubs (New Cathedral St, Victoria, Broadgate, Boxpark, New Rd)
Target audience: Sole traders, landlords & small business owners
Primary offer: Free ice cream & free MTD filing via Tide app
On-site team: iMP brand ambassadors, iMP event manager + Tide in-house FinTech experts
Amplification: On-site creator collaborations (Scott_DIY, TheLondonAccountant_, CallumInBrighton)
Strategic challenge & objective.
Making Tax Digital (MTD) introduced mandatory digital filing for business owners, but market research revealed severe gaps in readiness:
- 1 in 4 qualifying business owners had not signed up for MTD with HMRC
- 22% were unaware of the upcoming August 7th filing deadline
- 85% did not know how many annual filings were required under the new rules
To overcome the friction and boredom of tax compliance, Tide needed to intercept business owners during their summer routines with a high-energy, friendly, and memorable FinTech pop-up experience.
The iMP solution: custom FinTech ice cream van pop-up.
iMP Experiential & Product Sampling turned complex financial compliance into an engaging summer activation with a nationwide mobile pop-up tour.
- Bespoke Promo Vehicle Wrap: Transformed our vintage ice cream van into a vibrant, dual-toned Tide pink-and-blue mobile pop-up featuring bold call-outs (“Beat the deadline, enjoy the sunshine”, “Get a free scoop and free MTD filing”).
- Targeted B2B Street Activation: Positioned the pop-up van in high-footfall business and commercial districts, ensuring interactions directly reached sole traders, freelancers, and independent business owners.
- Integrated Staffing & Expert Handover: iMP Brand Ambassadors managed queue flow and consumer engagement, seamlessly handing off detailed tax and app queries to on-site Tide FinTech specialists.
- Influencer & Creator Synergy: Coordinated on-site logistics for featured social media creators to capture real-time content across Manchester, London, and Brighton stops.
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Pop-up activations humanise digital financial services. By converting complex topics like Making Tax Digital into an approachable, face-to-face experience with free incentives, FinTech brands build immediate trust and accelerate app downloads.
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The tour targeted premier commercial hubs (such as London’s Broadgate and Victoria) and utilized trained Brand Ambassadors who qualified passersby through open dialogue about sole trading and landholding before offering complimentary samples.
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Yes. iMP manages complete end-to-end tour operations including vehicle wrapping, mechanic transport, city council permits, logistics and local staffing across all major UK cities.
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CLIENT TESTIMONIALS
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
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
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
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
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Whether you need to scale up a nationwide sampling roadshow, build a high-concept pop-up environment, or hire fully wrapped promotional vehicles, our strategy team is ready to map out your campaign.