For this campaign, Unit 9, a leading innovator in the film world, approached The Events Structure for an exciting viral campaign promoting HP’s free ink printing plan. The campaign concept that they, alongside creative agency Brave, had come up with, was a game of Ink Roulette - an adaptation of the classic casino game of roulette.
HP’s free ink printing plan gives you 15 pages of free ink per month. By utilising Just-in-Time technology, HP knows when to deliver ink to your door so that you never run out - which saves you having to make a last-minute run to the shop or pay for expensive next-day delivery. Alongside this, HP has also proven its dedication to innovation by creating the world’s smallest A4 printer.
Unlike the original game, in Ink Roulette contestants had a chance to either win a free tattoo or a new HP A4 printer. The creative brief required a tattoo studio that could turn up ready-made and be set to go for a one-day event within an hour. The studio also had to fit with an interactive screen that had maximum visibility to draw a crowd, while the frontage had to have the ability to open and close at the touch of a button.
We knew the perfect event structure for the job. Our converted shipping containers are innately flexible and quick to deploy, plus they have the ability to be joined together like Lego bricks. The Gallery Container opens to the front, providing a perfect frontage for people to view inside and see tattoos being created by some of London’s most skilled artists. This also provided the perfect reveal when a tattoo was won by an unwitting contestant. Combined with the electric roller shutter, the Gallery Container was the ideal structure for this campaign.
We provided two Gallery Containers - one on top of the other - to create an engaging experience for the viewing public. We also provided an immersive 6-metre LED wall to feed content throughout the day. The bottom Gallery Container was fully customised and transformed from a steel box to a tattoo parlour, taking creative reference from the local tattoo parlours of Shoreditch. Together, these shipping container conversions looked incredible - providing an immersive experiential platform for Unit 9 and HP to utilise in their campaign.
The Events Structure is often asked to support clients in realising their vision for experiential events. Our converted shipping containers are the ideal pop-up structure for events like these, when the time to set up is limited and the brief is so specific. On top of their flexibility and speedy set up, these structures are unrivalled in their architectural presence - catching eyes at events and drawing impressive crowds. Thanks to our extensive operational experience, we created a memorable and engaging way for the client to interact with consumers.
If you want to create incredible experiential events for your brand or client, our upcycled shipping containers will do the trick. To find out more about our event structures, working with The Events Structure or anything else, give us a call on 0161 821 1010.