Experiential festival activation took the spotlight at the DUSK Music Festival in Tucson, where HiRoad partnered with Evolve Activation to connect with a younger, values-aligned audience through art, music, and positive messaging. As a brand that rewards mindful driving, HiRoad used this cultural event to turn its mission into an experience: authentic, vibrant, and shareable.
Challenge:
HiRoad needed to reach Gen Z and millennial audiences in a way that felt genuine, value-driven, and aligned with their brand promise of rewarding good behavior. The challenge was to break through the typical festival marketing noise and design an experience that captured attention while celebrating mindfulness and community.
Solution:
Evolve Activation developed a standout experiential festival activation in Tucson, Arizona, at the DUSK Music Festival. We collaborated with beloved Arizona muralist Jayarr Steiner, known for his uplifting “You Are Amazing” installations, to create a 20-foot live mural during the event. The mural served as a dynamic visual centerpiece that brought HiRoad’s brand values to life in real time, while encouraging attendee interaction and social sharing.
In addition to managing creative concepting, event production, talent coordination, and on-site execution, Evolve also produced a short-form artist bio video that introduced Jayarr and his mission to festivalgoers ahead of the event. This content was shared on social media and at the event to build anticipation and context.
Festival attendees were encouraged to stop by the mural for selfies, pick up free HiRoad swag, and learn more about how the company supports safe and mindful driving through their app-based insurance model.
Results:
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High on-site engagement at the mural installation throughout the weekend
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Increased brand awareness and connection to HiRoad’s mission of mindful living
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User-generated content shared across Instagram and festival channels
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Strong alignment with the local art and music scene, creating brand goodwill
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Positive ROI through brand exposure and lead generation in a high-value market
Why It Worked:
This experiential festival activation worked because it aligned with the spirit of the festival and the mindset of its audience. By choosing to support a local artist and promote community-driven art, HiRoad showed up not just as a sponsor, but as a genuine participant in the cultural moment. Evolve’s hands-on support with creative development, production, and content creation ensured the brand message felt natural and resonant. The mural became both a conversation starter and a selfie destination, blending impact and visibility in one seamless execution.
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