AURORA

Festival Activation

Aurora has been a global pioneer of medicinal cannabis products. In 2016, Aurora launched plans to build a state-of-the-art 800,000 square foot flagship facility dubbed “Aurora Sky”, which would be the most technologically advanced facility in the world for providing optimal growing conditions for cannabis.

The Challenge

10 STAR was approached by Aurora to develop an experiential marketing strategy and to execute a brand activation display that would both educate and highlight Aurora’s world-class cannabis facility at festivals, conventions, and trade shows in western Canada. The challenge was to create a custom build of a miniature Aurora Sky facility with a west coast vibe.

The Solution

10 STAR worked closely with Aurora to develop an experiential marketing program that would bring the experience of the largest licensed cannabis facility in the world to the public. We manufactured a custom-designed digital greenhouse structure that was extremely durable and scaled to the Aurora Sky facility. The team created a 30 foot curved LED wall that displayed various images of the western Canadian landscape which complimented the greenspace oasis complete with live plants and trees. At festivals, the brand activation served as an education hub where attendees could learn more about the facility and its work, and at conventions, it was a popular locale where attendees could sit it on panel discussions where hot cannabis trends were shared.

The Outcome

The Aurora experiential marketing campaign was extremely successful and the brand activation itself stood out from other displays on-site.