The creative solution? Solve a major festival woe by bringing a giant full-service laundrette onsite. Yes, a laundrette ONSITE, ensuring all Picnicers could feel fresh and comfortable for their mega festival weekend. We proposed the idea to the festival organisers and they loved it so we negotiated a full sponsorship package and Ireland’s first festival laundrette was born.
Leading up to the festival, Thinkhouse hosted a Launch Party in a hip Dublin Laundromat with key music media and member's of our Love Network. The event drove awareness of the campaign and word of 'The Surf Laundry Club' got out faster than a hot wash cycle.
At the festival; disco tunes played by our Surf DJs, coupled with Morning Glory yoga classes; waiting for the spin cycle was never so much fun. Laundry-goers were more than happy to trade their festival style for the hipper, customised Surf EP boiler suits. In fact, judging by the number of boiler suits spotted across the picnic, we reckon many of our 'The Surf Laundry Club' customers made a permanent clothes swap.
Success factors for ‘the best EP Idea yet*’:
- Solve a need (camping + fun = dirty clothes = festival dampener)
- Make people belong (join the EP boiler suit gang!)
- Have fun (DJs, yoga and one seriously chilled atmosphere)
*Generating over 50 news stories with headlines such as ‘Is this Electric Picnic’s greatest idea ever?’ we reached over 5 million people with this novel idea.