Rascals Nappies | Music Box Pop-up | London

- Experiential Marketing
South Bank, London
Creative Concept | Design | Creative Production | Event Management | Content Management

Brief.

The brief was to create a high-impact experiential concept that would function as a PR stunt platform to drive widespread brand awareness and amplify the launch of Rascals’ new advertising campaign, “We Get It.” A key objective was to bring the creative world of the campaign to life in an immersive and tangible way, translating the song featured in the advert into a real-world experience. The activation also needed to meaningfully engage families, encouraging participation, interaction, and shared moments of fun, while strengthening emotional connection with the Rascals brand.

Solution.

Backlash designed and produced a bold, eye-catching installation in the form of a giant Rascals-themed music box, positioned on London’s South Bank during the busy school half-term period. The experience was built to attract attention and invite interaction, with families encouraged to explore, play, and immerse themselves in the brand world.

Rascals, Pop-Up Agency UK, Giant Music Box Exterior

The activation was designed to appeal to a wide audience, from parents and children to parents-to-be, offering something for everyone. Alongside large-scale giveaways and interactive entertainment, there was a strong sense of “queuetainment,” with games such as Rascals Says, Musical Statues, and Musical Bumps keeping audiences engaged while they waited. Additional incentives included spot prizes and the opportunity to win one of fifteen one-year supplies of nappies, further driving participation and excitement.

Visitors were able to take part in a variety of engaging activities, including playing a giant piano, entering competitions to win prizes, and capturing memorable photos within the installation. The advert’s soundtrack played throughout, while energetic brand ambassadors recreated the dance from the campaign live, encouraging passersby to join in and become part of the moment.

Rascals, Pop-Up Agency UK, Giant Music Box Exterior with Staff

Rascals, Pop-Up Agency UK, Giant Music Box Exterior & Giant Piano

Results.

The one-day activation delivered impressive results, distributing 4,000 samples and driving high levels of engagement with families throughout the South Bank.