Prudential @ BottleRock
CLIENT: Prudential
ROLE: Art Direction, Onsite Production, Proposal, Videography, Photography
Prudential made its debut as a main stage sponsor at BottleRock, building on last year's luxury giveaway with a fresh new activation. The brand launched "Prudential | On Tour," a premium activation that reframes life as a journey shaped by the moments, people, and memories that define the life you're headlining now, reinforcing the idea that protecting your life's work keeps that journey going.
The result was a widely successful three-location festival activation complete with a standout personalized tour jacket giveaway so iconic that Ludacris even wore his on stage during for set.
Prudential | On Tour
Stepping into its first year as a main stage sponsor at BottleRock, Prudential wanted to shake things up after last year's luxury hat activation and introduce a fresh new giveaway. The brand unveiled "Prudential | On Tour," an experience that reframes life as a journey shaped by the moments, people, places, and memories that define the life you're headlining now, inviting guests into a premium, tour-inspired environment complete with giveaways that reflect the life they're living now. The concept carried a clear message: when you protect your life's work, your Life Tour doesn't stop, it continues. The activation delivered across three festival locations, paired with a media campaign featuring the Backstreet Boys and housewife star Joan Vassos, and centered on an immediately recognizable, personalized tour jacket giveaway
The ask:
Create a VIP experience for GA ticketholders — “I didn’t expect that from Prudential”
Drive brand perception of Prudential as a culturally relevant, modern brand aligned with the passions of our consumers.
Amplify PYLW brand campaign with a meaningful presence.
Entertain and engage potential prospects. Have GA leave learning something new about Prudential.
The solution:
An eye catching immersive attendee journey that walks you through “your life on tour.”
A high-quality customizable tour jacket that allows attendees to tell their “life’s tour” by adding their name, patches, and pins.
Attendees walk away not only with their tour jackets, but with a better understanding of how “Prudential helps people protect their life’s work” in an approachable and festival-appropriate enviornment
Results & Statistics
The Prudential | On Tour activation was a clear success, with the personalized tour jacket giveaway generating immediate demand across all three festival locations. The buzz was so strong that on day two, about 100 people lined up outside the festival doors before opening so they could rush in and be the first to claim their On Tour jackets, a moment that underscored just how much the giveaway resonated with fans.
1,500 jean jackets given away
“Prudential out did themselves this year with the jackets. Amazing!” - Zaine, Gen Z
105 attendee meet and greets with four bands
1,462 activation visitors
"I made sure we were in line at like 10:45 out front and I came straight here.” -Avery, Millennial
81% of visitors said Prudential | On Tour was “outstanding”
People in the line were saying that they know that there's a Prudential place and they always come to see them. It's becoming like somebody that you know is here.” -Claire, Millennial
Social Media Impact
11.4+ million impressions through paid and organic campaigns
18k+ clicks to Prudential’s social channels
3 unique paid influencer campaigns
Multiple Ludacris organic social features
Hillary Knight & Matt Friend organic social features
Ideation & Concept Building
When the brief was passed to me and the BottleRock team we were given a clean slate coming off of a last year’s successful festival activation for second stage sponsorship. We got straight into ideation with so many concepts and even more sticky notes.
Eventually four main ideas were born, one of which, originally titled “Prudential life tour” won out and the whole team (Senior AD Ally Leon, ACD Michelle Maqsudi, ACD David VanArsdale, and Sr CW Aaron Pfannebecker) got straight to work transforming this idea into something that can withstand the demand of thousands of BottleRock festival-goers.
