AIB Eco Adventure

the task

FUEL was tasked with evolving AIB’s on-site presence at Kaleidoscope Presented by Glenveagh 2025 into a fun, dynamic, and values-led activation that spoke directly to families through a sustainability lens. The objective wasn’t just engagement; it was to build real brand warmth, drive awareness of AIB as festival sponsor, and create an “edu-tainment” moment that kids and parents would genuinely love. We needed to increase footfall, reduce queue times, and deliver an even more refined experience than we had in 2024. The brief also called for seamless integration of AIB’s Tappy chip technology, a spotlight on environmental action, and a curated festival community feel that encouraged repeat visits and deeper interaction across the weekend. Every touchpoint, from games and hosts to signage and layout, needed to feel smart, family-friendly, and unmistakably AIB.

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the experience

FUEL reimagined AIB’s festival footprint as a buzzing hub of family energy and eco-friendly fun, drawing in 2,439 attendees - a 22.5% lift from 2024. The newly upgraded structure gave the space more daylight and a brighter, more open flow. Positioned right beside the new Guest Area entrance, visibility was premium. Three new games - Pedal Power, Pollinator Puzzle, and Act Fast! - joined fan favourites like Hit the Lights and Eco Lingo, resulting in faster gameplay, less queue time, and more smiles. The new AIB Eco Adventure Trail, a digital treasure hunt using the festival app and scannable codes to generate prizes was a standout addition and was completed by nearly 200 families. FUEL’s content strategy included daily social posts, a high-impact photo op, and the addition of Eimear Hutchinson as host, whose vibrant on-site energy and social following gave the activation major cut-through. From the chilled-out bottle recycling point to the buzz inside the structure, the whole space was designed for fun, action, learning… And it worked.

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the outcome

AIB’s Eco Adventure activation at Kaleidoscope Presented by Glenveagh 2025 was a major step up, both creatively and commercially. Across three days, the activation drew 2,439 participants, with Saturday peaking at 945 - the busiest single day to date. All new games performed flawlessly and encouraged collaborative play across age groups. The AIB Eco Adventure Trail saw 196 total completions, while the branded recycling station experienced increased uptake year-on-year. Host Eimear Hutchinson significantly boosted reach and visibility across social. Most notably, Tappy chip activation hit 62%, with 32% of users signing up before the festival - a promising shift toward pre-event engagement. Of those activated, 47% of spending was on food, 25% on bars, and 21% on carnival rides, providing real-time insight into family behaviour on-site. FUEL’s refreshed layout and tighter experience flow also led to faster and stronger footfall. More than just a branded zone, AIB’s presence became a central part of the family festival journey. Building brand affinity, fostering fun, and proving that when great content meets clever experience design, brands can truly belong in the heart of the festival.