Swear Therapy: A Life360 Brand Activation.

A single-day swear therapy brand activation for Life360.

Life360, the family-location and safety app, wanted to engage parents in London with a playful, memorable (and very sweary) brand interaction. The aim was to highlight the app through stress‑relief and digital wellness. Read on to find out how we did it.

Life360 activation concept.

The “Swear Therapy” concept invited passersby on Jubilee Walk in London to vent their frustrations in a custom built soundproof booth. The objective? To promote the emotional benefit of letting off steam while drawing a parallel to Life360’s mission of open family communication. And also allow parents to just scream and shout as loud as they dare inside the booth. This was a branded experience with real emotional pull, brought to life through strategic event production, location and technical design.

Event production & management.

As a leading event production agency, we created a turnkey solution covering everything from design and build, to full event management on-site. Designed and built in sunny Leeds, we had to ensure that the unit could be safely installed next to the world famous ‘Lazenby Lampost‘ on Jubilee Walk in London. If you’re a parent and your kids have a smart phone, you’ll likely be familiar with the Life360 app.

Here’s what we designed, built and installed for the brand right opposite the Houses of Parliament:

• custom sound-proof booth
• decibel meter (inside & out)
• push-button audible therapy guide
• fast dispersement vertical fogger
• interchangeable tension fabric signage
• fan-ventilation
• therapy seating area

Not only that, we also managed the end-to-end event logistics and staffing, the pre-site planning, risk assessments and live site management. Phew! Every detail was managed to ensure the brand was presented in a polished, professional, and playful way.

Location.

The Life360 “Swear Therapy” activation took place on Jubilee Walk in London. An ideal setting for PR and social content set against the backdrop of the Houses of Parliament, it provided a high-footfall riverside walkway ideal for grabbing the attention of passing crowds.

How it worked.

The Swear Therapy booth was designed to be unique and eye-catching. An unusual, out-of-contect soundproof structure with bold branding purpose-built to turn heads on London’s busy South Bank. Passersby, many of them busy parents, were invited to step inside and quite literally blow off steam by shouting their frustrations at the top of their lungs. Once inside the booth, which was roughly the size of a traditional phone box, participants triggered built-in decibel meters that measured the volume of their outburst. If they hit and sustained the maximum volume for three seconds, a vertical fogger activated, dramatically ‘releasing steam’ in sync with their venting. The experience was reinforced by a one-to-one with a qualified therapist in the seated area outside the booth.

Results and impact.

With a clear message, bold design, and polished delivery, we brought the Life360 Swear Therapy activation to life. Through clever event production, tech and meticulous event management, the bespoke design and build struck the perfect balance between playful and purposeful. We created an activation that made people smile, let them ‘get it off their chest’ and built brand relevance… all in just one day. It really created a moment of light-hearted relief that also doubled as a shareable, social-media-friendly campaign.

Contact us.

iMP is a leading event production agency. If you have a project in mind, get in touch.