Maria Nila Øya Pre Party

In August 2022 VASS and the hair brand Maria Nila hosted a Øyafestivalen pre-party at Dattera til Hagen. VASS offered full project management of the event securing attendees and coordinating all event elements. Guests were welcomed to a summery backyard oasis with colourful flowers and products on display. Cocktails and vegan food was served and DJ AstroBlonde, a Maria Nila ambassador, played party tunes to gear guests up for the Øya festival. Influencers were invited along with a plus one to enjoy the day with, and were provided with Maria Nila branded fans to combat the hot summer temperature.

Maria Nila branded bike carts appeared to take guests to the festival, a true environmentally friendly form of transportation reflecting the climate compensating mission of the brand. Upon arrival at the festival guests were escorted to the Maria Nila styling tent where they were styled with eco glitter and festival braids. Styling was open for consumers attending the festival as well and the glitter hair acted as excellent branding for the tent and created effective word-of-mouth promotion.

As an extra consumer-facing element, the branded bike carts were available for the public to book to and from the festival. The activation was an immense success contributing to brand building and strengthening relations with key profiles, as well as recruiting new customers to the brand.