The 'Klimaatkermis' is a Dutch company that is passionate about educating people on how to make their homes more environmentally sustainable. They do so in a unique way - by using the power of funfair attractions to capture people's attention and create a memorable experience. The Climate Fair's mission is to spread awareness and encourage people to take action towards a more sustainable future.
The Climate Fair's concept has been so successful that it has received subsidies from the municipality of Utrecht. Their long-term goal is to expand throughout the Netherlands and reach as many people as possible.
However, the company faced a challenge. After conducting tests, I discovered that the word "fair" and its connotations generated negative associations among their target audience. To overcome this challenge, I decided to adjust their branding and create a new attraction that better aligned with their audience's needs.
I worked hard on creating a new attraction that was fun and engaging while still being informative and educational all in a playful way. The new attraction was a hit with the public, and the 'Klimaatkermis' were able to successfully rebrand the company to better reflect its mission and values.
Kotler's customer journey model is a framework used by businesses to understand the stages of customer interaction and create effective marketing strategies. The Klimaatkermis follows a different journey (purple) compared to the most effective one (green).
To generate awareness of the Klimaatkermis, I designed a poster to inform people about the location and dates. Additionally, I created a unique mobile escape room in their new style. Participants are challenged to escape sustainably, receiving feedback from professionals on their performance. The goal is to educate people on creating a sustainable lifestyle through simple tasks.
