Poundland pioneered a unique sponsorship, the first of its kind in the racing industry; taking over the central area of the famous racecourse and creating a family area, Poundland on the Hill.
With only 5 weeks to create the activation from concept to delivery Savvy worked with The Jockey club, Poundland and the event venue to create a unique activation for the event’s 90,000 visitors.
We designed and built a family friendly race themed activation. Vast in size (spanning the same size of 3 football pitches side by side) the activation included: themed games and interactive activities, history of the racecourse, a display of horses decorated by local schools, a stage for musical performances and the centrepiece, a fully operating Poundland Pop Up Shop; a 20m x 10m shop solution stocking lines of race day essentials. It was the largest ever experiential activation for Poundland spectacularly delivering +9,000 visitors per day.
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