Street teams, media and brand activation

Novel

The brief

Novel Students has seen rapid growth over the 12 months, with a presence in 9 cities across the UK and Ireland. Novel came to Crowd to help them engage with students in newer cities whilst maintaining their presence in existing locations. The brief encompassed a number of different objectives, ranging from lead generation to brand building via in-accommodation events. 

How we delivered

Each location had its own unique set of challenges with some SU’s vetoing accommodation providers, councils not allowing on street activity and individual challenges for each accommodation block. With this in mind, Crowd advised on how to maximise coverage for Novel, as well as overcome challenges previously encountered, on an individual location basis. 

In the space of less than 4 months, Crowd executed 29 different activations (and counting). This included a Tiki themed welcome evening, a pancake day rebooker incentive event, a number of refresher and housing fairs and 21 street team days. As part of the street team activations, we created a number of engaging set-ups which included branded scratch cards, a lucky dip trike and a shoot to win ad walker board. 

Crowd managed all onsite bookings, street permits, staffing and briefing, event set up, data handling and reporting. 

To complement the activity, we also booked over 30 pieces of media across 9 student unions and supported Novel by creating HTML solus emails on their behalf.