Life360 brings Festival of Lights sponsorship alive with experiential activation

Life360, the family connection and safety app, is running a 10-day experiential campaign at Berlin’s Festival of Lights.

Led by London-based creative and media agency The Ninety-Niners, the activation will see artwork projected onto the Hotel de Rome and the Konzerthaus, two key buildings in Berlin, for 15 seconds every 15 minutes throughout the festival, which typically attracts around three million visitors every year.

The 22nd Berlin Festival of Lights, which runs from 9th-18th October, is an annual event that transforms the German capital’s famous landmarks, historic buildings, and public squares into illuminated canvases using 3D video mappings, projections, and light installations. This year’s theme is Colours of Love. The Life360 activation, Routes of Love, transforms the Hotel de Rome and Konzerthaus into living maps, with glowing routes tracing across each façade, carrying someone on their way. It’s a gentle reflection of the peace of mind Life360 brings by looking out for the people, pets and things you love.

In addition, 100,000 light-up Life360-branded wristbands will be distributed to families across the festival route on the opening weekend, allowing parents and guardians to more easily keep track of their children among the crowds.

The campaign is built around the Life360 purpose of bringing people closer to the ones they love, wherever they are. By showing up at one of the country’s biggest cultural gatherings, Life360 aims to give families peace of mind in the moments they need it most.

As part of the Life360 sponsorship of the Festival of Lights, large format digital OOH will also appear around the city, and the brand will be featured in the event’s digital, social and press comms. The activation will be supported with another period of BVOD activity to drive awareness at scale.

The Ninety-Niners, in collaboration with their in-house media partner MFM, oversaw the comms strategy and media planning and buying, while creative concepts for Life360 were executed by the Festival of Lights’ in-house team. The Ninety-Niners is a key Life360 partner across international markets, including the UK, Canada, Australia, Germany and the Netherlands.

Mike Zeman, Chief Marketing Officer at Life360, said: “Every parent knows that moment of looking around a crowd and not spotting their child straight away. The Festival of Lights is a magical experience, and we want families to enjoy every second of it, knowing their closest people are nearby. This activation brings our purpose to life in the real world: helping families stay close and feel connected, at the festival and long after the lights go out.”

Ant Hopper, co-founder of The Ninety-Niners, said: “When we uncovered the insight that Germans are most likely to consider Life360 during major outdoor events, a partnership with Festival of Lights, a world famous cultural extravaganza right in the heart of the country’s capital, was immediately the most obvious route forward for this campaign.

“Through a brilliant collaboration with a small number of partners, we have been able to deliver an activation that gets to the heart of what Life360 is about: helping family and friends stay connected both at the festival and beyond.”

Orban Büller, Media Lead Europe at The Ninety-Niners, said: “Great media strategy starts with understanding when and where a brand can genuinely matter to people. For Life360, we saw an opportunity to move beyond traditional media placements and to be part of a moment when the brand’s purpose is immediately relevant.

“By bringing together cultural insight, media and real-world activation, we’re not just building awareness. We’re creating an experience that demonstrates the value of Life360 in a way that people can actually feel.”

Source: The Ninety-Niners

  Berlin, Campaign, experiential, Festival of Lights, Germany, Life360, Marketing, OOH, Sponsorship, The Ninety-Niners