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  • From the early creative discussions to the nitty gritty logistics and last-minute obstacles, Fervent made the entire process easy and helped bring our vision to life. I often find the final result of activations to be around 70% of what we envisioned but in the case of the Imagine Dragons pop-up, I can safely say they achieved 100% of what we were hoping to achieve.

    Fraser MacKenzie Senior Marketing Manager, Universal Music Canada

Pop-up Shop

The Brand

Universal Music Canada (Umusic) is part of the world’s leading music corporation, the Universal Music Group. Some of its biggest clients include Taylor Swift, Drake, Justin Beiber, Eminem and the chart-topping rock band Imagine Dragons.

The Situation

Umusic and their merchandising company, Bravado, were looking for a way to promote one of their highest profile clients, Imagine Dragons, who would be in Toronto to headline the June Much Music Video Awards. Instead of using more “traditional” marketing avenues, Umusic approached Fervent Events with the idea of setting up a pop-up shop that went beyond the status quo. A retro-futuristic space decked out with classic arcade games, this pop-up would generate buzz by the creativity of the space itself rather than focusing solely on selling merchandise. Plus, it would also serve as an inventive backdrop for a meet-and-greet with the band.

The Activity

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Fervent successfully designed, produced and managed Umusic’s 2-day MMVA pop up, developing and implementing the entire program from start to finish. We managed all creative and logistical aspects of the event including the custom build of surreal 3-D landscape taken from the bands album artwork. We secured special permits from the City of Toronto, designed fake walls, vinyl prints, lighting elements, custom built props and brought in ten retro arcade machines. Additionally, we hired and managed staff for the event including photographers, brand ambassadors and retail workers.

The Results

  • Created significant promotional buzz surrounding the upcoming release of Imagine Dragon’s new album ‘Evolve’ with radio stations and newspapers across Toronto covering the event.
  • Provided an impressive backdrop for a fan meet-and-greet with the band.
  • Hit retail sales targets meant to help off-set marketing costs.
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