Without music, Dr Martens would have remained a workwear boot. Over the decades, the music of famous tribes who have worn Dr Martens has now become inseparable from the brand itself - which is why this campaign was so exciting.
The brief was that Dr Martens needed a raw, gritty and weatherproof event structure that could arrive and be ready within an hour at any location. Dr Martens, who had previously worked with The Events Structure in 2016 for Rebellion Festival, knew exactly where to come for an experiential space that can be ready at a moment’s notice.
We fully met their brief with the Experiential Container, one of our shipping containers for events, which we moved from place to place via Dr Martens’ 4x4. To move the Experiential Container around at each location, The Events Structure produced a custom-built trailer to transport it from the 4x4 to the site. When the pop-up container arrived, it was set up with ease - providing an impactful temporary stage for the artists to use and engage with their audience.
Working with the youth culture experts at Urban Nerds Collective, Dr Martens and The Events Structure embarked on a tour across three major UK cities to celebrate a range of talented artists that #standforsomething. Audiences across cities close to Dr Marten’s cultural heart - London, Manchester and Glasgow - saw an exclusive set from their favourite rebel artists in the heart of The Events Structure’s Experiential Container.
Yxng Bane took to the stage in Camden Market, energising the crowd with the latest in afro dance hall. Manchester saw The Hunna showcasing their lively indie records before they head on their own UK headline tour. Finally, Nina Nesbitt came down to Glasgow to offer her talents for an immersive and personal set.
Our converted shipping container provided the perfect platform for these artists, offering a unique and interesting space that won’t soon be forgotten by attendees. It was also an ideal branding opportunity for Dr Martens, who could fully customise their pop-up container stage with the expert support of The Events Structure - which meant they could bring their iconic brand to life through the aesthetics of the container.
Brand partnerships reach the millennial audience in a way that standard advertising doesn’t anymore. Through the expert blend of experiential marketing and influencer outreach, as demonstrated with this Dr Martens campaign, brands can make themselves part of the conversation, instead of being left behind.
If you’re looking to rent a shipping container for your next event, then check out our range of event containers online today. With The Events Structure, you can plan and execute unforgettable experiential events that command the attention of your consumers. To find out more, give us a call on 0161 821 1010 or send us an email today.