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.Senior Marketing Manager, Universal Music Canada
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.
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.