Never Lose Your Friends at a Festival Again

Trainline’s ‘Friend Finder’ at Benicassim Festival Helped Lost Friends Spot Each Other Above The Crowd

• It’s almost guaranteed that friends become separated from each other at music festivals, and Trainline knows that life is too short by eating into fun-time by trying to find friends in a crowd with a flurry of frantic texts and phone calls.
• This weekend, Trainline helped Benicassim festival goers have the best journey to the festival by finding them the best train fares, so it was only right to make sure the rest of their festival was as enjoyable by helping them find their lost friends while they were there.
• ‘Friend Finder’ was an activation at FIB Benicassim Festival created by DUDE London. By projecting participants’ faces seven metres high in the sky, the Friend Finder helped reunite lost friends, making them easily visible to everyone in the festival, turning an otherwise irksome task into an enjoyable part of the festival experience.
• Lost friends could find their group by heading to the Trainline Friend Finder tent where they were helped by hosts to take a photo in the photo booth and write an accompanying message to be projected onto the large LED screen fixed on the roof of the tent for easy visibility.
• 40cm personalised headpieces were also made to elevate a lost friend’s head above the crowd.

When heading into the crowd at a music festival it’s almost inevitable that friends will become separated from one another, having an impact on their festival experience. The stress of losing friend groups, missing a favourite band’s performance and searching everywhere for friends can be both distracting and frustrating.

As part of Trainline’s ‘Great journeys start with Trainline’ platform, and in addition to helping people find the best trains for this weekend’s  Benicassim festival, they also helped them find their best friends. Trainline knows that great journeys are too precious to be made stressful by frantic texts and confusing meet-up locations. They wanted to minimise the stress and distraction of finding lost friends, so everyone can go back to doing what actually matters: enjoying the music and having fun with friends.

‘Friend Finder’ was an activation at FIB Benicassim Festival created by DUDE London. By projecting festival-goers’ faces seven metres high in the sky, the Friend Finder helped to reunite lost friends, making them easily visible to everyone in the festival. Lost friends found their group by heading to the Trainline Friend Finder tent, where hosts assisted them in taking a photo in the photo booth and choosing an accompanying message to be projected onto a large LED screen high above the tent. For those who prefered not to have their face projected, they were able to instead print a personalised 40cm ‘High Head’ headpiece elevating their face above the crowd. The popularity of the headpieces took Friend Finder to every corner of the festival and gave revellers a fun photo opportunity.

A film promoting the activation ran on a loop on and around the various stages around the site and the Friend Finder was located at the Cutty Sark stage in the centre of the festival site.

Leah Knighton, International Brand Director at Trainline commented: “The use of a powerful insight and brilliant creative, to cut through and help change habits. Friend Finders brings together the love and energy of FIB Benicassim while showcasing Trainline to a huge and highly engaged audience and spotlighting the benefits of taking the train and using Trainline for always finding the most convenient combination.”

Sophie Becker, Creative at Dude London added: “To bring the ‘Great journeys start with Trainline’ platform to life at Benicassim, we knew we had to create something new that would actually improve the festival experience. As someone who’s suffered from getting lost at music festivals my entire life, Friend Finder is exactly what is needed.”

Spain has become a prime destination for festivals with around 200 festivals held there each year. Catalonia, Andalucia and Madrid host 45% of these which are all key destinations for Trainline customers. With a significant portion of festival-goers travelling by train, Trainline is an ideal partner for FIB Benicassim.

Source: Dude London

  DUDE, Dude London, FIB Benicassim Festival, Marketing, Trainline