UNITE STUDENTS

DONUT DROP

BRIEF

To create an experiential campaign that would complement Unite Students’ overarching campaign and position them as the obvious choice for student accommodation.

SOLUTION

We captured the imagination of over 35,000 students through our Donut Drop concept – a fun-filled food, food-led campaign – which included a ‘donut train’ (sushi style delivery mechanic) as the hero centrepiece, DJ’s spinning the tunes, branded pinball machines, donut trampolines, social mechanics and a strong team of TRO brand ambassadors to help keep the queuing masses entertained.

Our smart activation plan, which included the design and production a modular event kit, saw us visit 18 cities across the UK, delivering 55 events across 8 live days. 7 core locations were identified where we would deliver the headline-grabbing larger-scale activations to support priority markets, with a further 48 hub locations receiving a ‘lighter’ version of the experience, enabling scalability.

+247%

INCREASE IN REVENUE FROM THE SAME PERIOD IN 2021

TRO’s creativity, excellent communication, hard work and relentless ‘can-do’ attitude brought the Donut Drop idea to life in rapid-time and in a way that was way beyond our expectations.

TRO became an extension of our team and their collaboration with both our internal team and wider all-agency group was vital in delivering the activation within the required timeframes and on such a large scale.

The team at TRO are a pleasure to work with – always positive and always with a smile even when under pressure – and there’s no doubt that we would not have been able to deliver such a successful campaign without them.

JIM WILLIAMS

SENIOR DOMESTIC MARKETING MANAGER,
UNITE STUDENTS