What we did
- Location Booking
- Prop Design & Build
- Set Build and Development
- Bespoke Vehicle Wraps
- Install & Logistics
- Production Drawings & Visuals
- Event Staffing and Management
Cleo: Roastworld
Cleo, the AI-powered financial assistant, is on a mission to make money management more accessible through humour, personality and honest insights. To build brand awareness in London, Cleo wanted to bring its popular Roast Mode feature into the real world.
Inspired by the success of its Roast World activations in the US, the campaign aimed to introduce new audiences to the brand while driving app downloads through an engaging and memorable experience.
The Brief
Cleo tasked us with creating a pop-up experience that brought its Roast Mode feature, known for playfully calling out users’ spending habits, into the real world. The activation was designed to increase brand awareness across London, showcase Cleo’s distinctive personality, drive app downloads and create shareable moments that encouraged social engagement and user-generated content.
The Solution
A fully branded pop-up was created in a high-footfall London location, designed to stop busy passers-by and immerse them in the world of Cleo.
At the heart of the experience was a branded coffee van offering complimentary drinks and ice cream to visitors who downloaded the app. An interactive phone booth brought Roast Mode to life, delivering humorous spending “roasts” inspired by the app’s signature tone of voice.
Oversized inflatables, branded deck chairs, tote bags and giveaway items transformed the space into a playful, social-first environment that encouraged visitors to relax, engage and share their experience online.
Every touchpoint was designed to reinforce the brand while creating a clear value exchange: download the app and receive exclusive treats and merchandise.
By turning a digital feature into a real-world experience, Cleo successfully connected with new audiences and demonstrated that financial wellness doesn’t have to be serious. The activation combined entertainment, brand storytelling and a simple call to action, transforming everyday passers-by into active participants and driving meaningful engagement with the app.
