300
bagels served
1000+
people in line
1000
delighted visitors
The Challenge Entertaining hundreds of teens who’d queued for hours before the doors even opened.
KICKS announced that the first shoppers would get a coveted goodie bag: a classic traffic-driver that, this time, sparked a queue forming the night before. By 10 AM, over 1,000 people were waiting. That’s a recipe for grumpy faces, unless you know how to turn a wait into an experience.
Our Solution Bagels and coffee, delivered with style.
KICKS’ agency asked for a Bagel Bar event vehicle outside the center, a sleek black food trailer with KICKS branding, plus a branded sampling bike weaving through the line. We brewed fresh coffee, fetched bagels from our caterer, and rolled up to the queue at 7 AM, ready to serve.
Execution A breakfast event with a KICKS twist.
Outside Globen Shopping’s main entrance, Saturday morning felt like a breakfast party. Warm bagels were handed out from both the trailer and the sampling bike. When the center opened at 8:30, the bike followed the crowd inside, serving coffee from front to back. The trailer stayed outside as a giant billboard, welcoming latecomers with more breakfast treats.
The Result A happy crowd, a buzzing opening, and content galore
This activation delivered exactly what we, and KICKS, hoped for. Shoppers loved the warm drinks and breakfast bagels after hours of waiting, and the lively atmosphere turned a potential grumble-fest into a morning of smiles and selfies. Many stopped to snap photos of the KICKS trailer, chat with our staff, and even sing along to the music. In short: we turned a challenge into a chance to spark joy and create shareable moments on a chilly Saturday.
