To combine the magic of an Olympic sport with the benefits of official hospitality – our concept, a live billboard with synchronised swimmers and a luxury bar inside of it.

The centrepiece was a giant water tank, almost 6m wide and 3m tall, turning it into an On Location branded billboard in the heart of Covent Garden Piazza. We worked alongside the brilliant Aquabatix team to bring the idea to life and provide synchronised swim performances every half an hour for the duration of the activation.

Alongside the swim billboard was a luxury hospitality area, complete with complimentary Moet for invited guests as well as coffees and french pastries too. Guests were checked in, looked after and served by our host team.

The activation was attended by ex-Olympians Greg Rutherford, Laura Kenny and Jason Kenny, who were interviewed in front of the tank for television. A number of relevant, high-profile influencers were also invited down to enjoy the stunt, capture their experience and share it with their audiences across social channels.

The crowds of fans and passers-by, who stopped to watch the ex-olympic swimmers perform, had the chance to meet and greet them at the step ‘n repeat board – a great UGC opportunity that maximised social sharing.

Through 19 performances over the 9 hours of activity, this stunt showcased just how spectacular the Olympic Hospitality packages can be and drove huge amounts of traffic to On Locations website.

We also designed and produced a series of OOH advertisements that launched throughout London, in the vicinity of the Covent Garden area, to drive awareness and attendance for the activation. These included digital billboards and a front page banner in the Metro newspaper.

To further drive the acquisition of sales leads for the packages, we designed and oversaw a 1-month long activation in one of Heathrow’s British Airways lounges, giving people the opportunity to win a luxurious trip to Paris and, in turn, find out more about the hospitality packages available for purchase.