S7 Airlines Sponsorship | Afisha Picnic

Project details

Integration into the largest outdoor music festival gathering about 50,000 people annually.
For the first time, S7 Airlines was an official partner of the festival.

The S7 Airlines pool and bar was located in front of the S7 Summer Stage, which hosted the
music culture stars: Tesla Boy, Mujuice, Adrian Younge, Skepta, and their fans. Within the same "zone", a lot of additional activities from S7 were concentrated.


To introduce the S7 brand concept to the guests of the event, to involve them in happiness, and offer entertainment by giving them a possibility of experiencing the idea.
Attracting new audience to the S7 Priority loyalty program.

Implementing integration into the event in accordance with the S7 brand image.
Modern, bright, active, calling to action.


"For us, this project turned out to be a concentration of all our summer emotions and feelings. Even I didn't have to adjust to the concept of the brand."
The S7 team, the concept
The S7 team's brand concept is just like the project itself: alive, vibrant and real. It was very easy for us to think up something to fill the project with. Emotional compatibility and shared tastes are
are still incredibly important," - Eventum Premo partner

The hashtag # s7milesforsmiles was though up to activate the S7 loyalty program. It absolutely reflects the airline's the airline's communication platform HAPPINESS, because we smile when we are happy.

The main goal of the integration was, of course, to attract a new audience to the loyalty program. Guests of the event were checked in the system and received a temporary S7 Priority card to accumulate not only smiles, but also miles. A total of the airline raffled off 7 million miles, which could be credited to the real S7 Priority cards, or exchange them for cool presents from the company.

The summer, the sun, friends, music, emotions, and an almost physical feeling of happiness – as simple as that.
A popular cocktail from the S7 Airlines Pool & Bar.
Some were relaxing on the chilbegs, listening to favorite performers, while others took shelter in the shade of the veranda that commended a scenic view of the 2nd floor. Some fulfilled their long-cherished dream and dove into the muddy pool filled with balloons. I must admit that this area surpassed our boldest expectations – those related to popularity, and, judging by Instagram, became one of the main photo areas of activities. Those chilling on lounge chairs on the terraces were refreshed with nano ice cream and thermal water.

Having fun and racking up a significant amount of miles was possible on a digital trampoline – a jumper, where an airplane flight was simulated, and the “passenger” was to “collect” the miles on the screen.

Slightly less physical strength, but the huge S7 suitcase required more ingenuity – for
quick collection of giant flip-flops and sunscreen perfection, guests received the desired miles to their cards.

We also came up with the "Sphereum" maze for digital lovers –using your mobile
phone, you were to guide a balloon through the maze and charge yourself a few hundred

S7 has managed to bring together a community of bright and active people – the target audience of the brand philosophy. The S7 corner fitted perfectly into the festival's concept, because it was about summer, good music, and endless happiness.

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