A brand becomes relevant when people can interact with it.

Good BTL isn’t just about having a presence on the ground. It’s about turning a brand message into an experience that attracts, engages and generates a genuine response.

We create activations for festivals and events, product launches, roadshows, pop-ups, sampling, product trials, in-store activations and sponsorship activations, based on the marketing objective, the target audience and the context in which the brand engages with people.

From strategy and creative concept through to design, bespoke production, technology, field teams, logistics and on-site coordination, we manage the entire experience end to end. Every touchpoint should help people understand, experience, photograph and remember the brand, rather than simply make it more visible.

For launches and events that need to attract an audience, we can include PR and event marketing services.

Formats included:
Brand activations β€’ festival and event activations β€’ product/service launches β€’ roadshows β€’ pop-ups β€’ sampling and product trials β€’ in-store activations β€’ sponsorship activations β€’ promotional and experiential campaigns

LEGO Ferrari product launch with crowds around a Formula 1 car display
LEGO McLaren Formula 1 car displayed at a live event
LEGO Lamborghini car displays surrounded by visitors at a live event
Visitor photographing a LEGO McLaren Formula 1 car display
Guests gathered around a LEGO Ferrari Formula 1 car display
Crowded shopping centre during a LEGO Lamborghini showcase
Festival audience holding up a Trendyol bag during a live performance
Participants picking flowers from an interactive brand wall
Visitor using a digital touchscreen at a brand activation
Guest posing at a Trendyol photo booth with a branded scooter
Audience watching an immersive brand experience on panoramic screens
Guests taking part in a live product demonstration at a brand activation
Families participating in an outdoor brand activation
Visitors watching an interactive racetrack brand experience

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Facts & Stats

  • 4 strategic appearances. 44 days of brand presence.

    A high-impact market entry, featuring a fully supported visibility campaign and flawless execution for a global e-commerce giant.

  • 6 activations. 4 cities. The same impact.

    Brand experiences brought directly to the public, supported by a mobile setup and centralised national coordination.

  • 30 days of activation. Continuous interaction.

    A constant presence at the heart of one of Bucharest’s busiest shopping centres, maintaining the same extremely high operational standards, day in, day out.

  • Over 1,100 participants. Across 6 days.

    A series of strategically planned activations designed to sustain audience interest and generate consistent organic reach.

  • 500 attendees. A unique product launch.

    A product launch that quickly transformed from a simple event into a fully immersive experience, specially designed to capture the audience’s attention.

MORE FROM
CORPORATE EVENTS

Corporate events in numbers

1.500+
events

End-to-end corporate events, MICE and activations.

85+
specialists

In-house expertise across creative, design, project management, logistics, technical delivery and production.

500.000+
participants

People who have taken part in Universum’s corporate events, productions and activations.

15+
years

Experience in projects of all sizes, both in Romania and internationally.

80%
projects

Developed on the basis of a bespoke concept, in line with the brand and the project’s objectives.

FAQ

We deliver activations at festivals and events, product launches, roadshows, pop-ups, sampling and product trials, retail activations, promotional campaigns and sponsorship activations.

Yes. We start with the objective, the audience, the message, the context and the response we want to elicit. Based on these, we develop the creative concept, the interaction mechanics and the experience through which people engage with the brand.

Yes. We can integrate strategy, concept, design, production, technology, field teams, promotional materials, permits, transport and on-site coordination into a single project. Where needed, we can complement the activation with video content and digital assets tailored to the brand message.

Yes. We can adapt the concept for roadshows, retail networks, festivals or activations taking place simultaneously across multiple locations. We establish a standardised approach, clear procedures and centralised coordination to ensure the brand experience remains consistent.

We set the metrics right from the briefing stage. Depending on the objective, we can track interactions, product samples or trials, sign-ups, leads, conversions, time spent engaging with the activation, user-generated content and participant feedback.

Partners who chose us
for memorable events

  • β€žThe team has consistently exceeded expectations in supporting our events, delivering excellence at all levels and demonstrating extraordinary creativity.”

    Laura Preoteosiu

    Marketing & Communications Manager, LSEG

  • β€žOver the years, Universum Events has demonstrated creativity in the thematic proposals and activations, courage and professionalism in implementation and very good communication skills.”

    Mădălina Pavel

    Orange Business