The carefully planned and constructed activations proved to be so successful that a second round of activations was designed to run over the Easter period.

Custom built elements were conceived, designed and constructed by Eventworx for this series of activations including dunk tanks, water blasters, shuffle board games, target throws, Lipton pong games as well as custom built branding and shade elements ensuring the Lipton activations team stood out from the crowds and made the desired impact when running activations in big public spaces.

“With every activation we roll out, we discover more about the changing dynamic of the South African market. Knowing how to engage with this changing target market and how to adapt to it, is the challenge for activation companies at the moment. South Africa is rapidly becoming more tech savvy and the emergence of new social media platforms has allowed activations to reach further into the market - while consumers are also becoming more demanding of activation crews and brands alike. Expectations are high, which should mean delivery is constantly improving right along with it,” says John Paul Waites, director of Eventworx.

Managing multiple teams simultaneously across South Africa in a variety of venues always presents logistical challenges, but Eventworx rose to the occasion every time and hosted 57 shows across the two roll outs - taking Lipton Ice Tea to the people and making sure everyone was ‘Cool by the Pool’.