Havaianas Innovative Activation

Havaianas wished to launch a significant awareness campaign during the 2014 peak summer season to target a leisure audience.
Key markets were identified covering both airport and roadside locations to reach high footfall of the desired audience across the UK, Italy, Greece, Turkey, Croatia, Netherlands and Israel.
Traditional formats were activated across these markets with the exception of Israel, Tel Aviv in which PSI booked their first roadside campaign in Israel with an innovative activation in this challenging market. Selected 6-sheets were created into “misting machines” that enabled people to interact with the brand by pressing a button to release a refreshing mist of water.
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