Virgin Money London Marathon 2019

The Virgin Money London Marathon Running Show is the UK’s biggest running expo, attracting over 80,000 visitors in the build-up to the 2019 race.

2019 marked JustPose’s sixth consecutive year working with Virgin Money to deliver photo experiences in their ‘Fundraising Lounge’ – a unique space dedicated to runners and their chosen charities.


The Brief

Project: Virgin Money Fundrasing Lounge – our sixth year!
Location: ExCel, London
Aim: Create two engaging photo experiences; manage high expected footfall; ensure smooth and seamless digital sharing to help runners mark the occasion and increase sponsorship.
Requirements: Concept development, production, project management, staffing.
Budget: £15k+


Our Approach & Solution

Product / Service: Two custom builds based on our Open Air booth.
Turnaround: 12 weeks.

Runners had the opportunity to take part in either or both of the photo experiences on offer. Each option provided digital images for guests to share instantly via a JustPose sharing station.

The Results

The super-flexible Open Air Booth was at the heart of each experience. Runners took their place on a podium and posed either with a giant Virgin Money London Marathon medal, or inside a Virgin Money heart – or both!

Four Days at the Expo. 8000+ consumer images captured. 9000+ downloads. 21,900+ visits to the Virgin Money landing page. 6500+ new email addresses gathered.

JEEP at Crufts

To promote their new range of dog-friendly vehicles, Jeep created an interactive stand at Crufts to celebrate their customers’ beloved pets.

We delivered a premium, interactive experience where owners posed for a photo with their dog in front of a Jeep backdrop. Their image was printed instantly onto a tote bag that they took home for free.


The Brief

Project: JEEP at Crufts – live for 4 days
Location:The National Exhibition Centre, Birmingham.
Aim: Promote the new range of dog-friendly Jeeps; celebrate dogs at the biggest dog show of the year; create and deliver 200 personalised tote bags per day.
Requirements: Concept development, production, project management, staffing.
Budget: £15-20k


Our Approach & Solution

Product / Service: Bespoke build with a customised version of our Mini Studio.
Turnaround: 3 weeks.

As dogs were the stars of the show, we gave them an A-list photographic experience. Using our Mini Studio, we created high-quality images with a live photographer, branded them with a Jeep overlay and printed them instantly onto a free tote bag to promote Jeep around the NEC. The images were also shared digitally with the help of our social sharing station.

The Results

The dogs posed on a turfed stage in front of a branded Jeep backdrop. Our photographer took a few images and sent them to the sharing station, where customers could sign up to Jeep’s mailing list and order their tote bag. The bags featured the guest’s choice of image with a Jeep overlay, and were printed and delivered within minutes.

Some of our favourite ‘pawtraits’

Over 200+ personalised tote bags created per day. 100% open rate for emails. 50% of customers opted-in to joining the mailing list.

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Mr Porter Portraits

The Brief

Project: Mr Porter’s Christmas Party.
Location: Mayfair, London.
Aim: Festive fun, with a souvenir for guests to take home and some share-worthy content for social.
Requirements: Concept development, production, staffing.
Budget: £3-5k


Our Approach & Solution

Product / Service: A custom build based on our Open Air.
Turnaround: 3 weeks.

Our client, the online men’s retailer Mr Porter, got us thinking inside the box for a festive photo experience at their Christmas party. We transformed a corner of a pub in Mayfair into a mid-century sitting room complete with velvet sofa, Christmas tree and retro TV set.

The Results

Guests loved the retro feel of the entire experience, so GIFs and other 21st Century gizmos felt out of place. We stuck to good old-fashioned prints, but we also sent them an email so they could download and share a digital version.

Hunter at All Points East

A new, three-day festival – followed by a series of outdoor concerts – launched in Victoria Park, East London. Six days of fun and music split over two scorching weekends made it a summer event to remember.

As a brand synonymous with all things festival, Hunter jumped straight on board as a sponsor and commissioned us to create a unique and engaging photo experience.


The Brief

Project: Hunter x All Points East Festival
Location: Victoria Park, East London.
Aim: Drive brand engagement; present the new range; give customers a fun, immersive experience with great outputs.
Requirements: Concept development, production, project management, staffing.
Budget: £25k+


Our Approach & Solution

Product / Service deployed: Bespoke build with a customised version of our Mini Studio.

Since Hunter had already approached us with an idea, our job was to develop the concept and ultimately make it a reality. We provided an end to end service which included project and budget management, production, staffing and logistics. We liaised between multiple stakeholders including Hunter and the festival organiser.

Throughout the process, priority was given to the consumer journey, ensuring that Hunter products were available to sample and consumer data was captured, while still keeping the flow slick, enjoyable and suitable for the busy festival environment.

Mechanic: Guests bounced and posed mid-air (while optionally modelling an item from the Hunter festival range). Three different shots were captured by our photographer, the images were then stitched together into an animated GIF which was delivered instantly by email. CRM data was captured at the email entry stage.

The Result

Over 5000 consumer images captured. Impressive brand reach. Unanimously positive feedback from participants, Hunter and APE.

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Virgin Money Fundrsing Lounge 2018

JustPose has worked with the London Marathon’s headline sponsor since 2013, creating immersive photo experiences that celebrate runners and help them raise funds for their chosen charities. This post relates to the 2018 project, we’ve since worked on the 2019 project.

Each year, the Fundraising Lounge is open to up to the 80,000 runners, ahead of their big race. We’re there to capture their moment in the spotlight.


The Brief

Project: Virgin Money’s Fundraising Lounge
Location: ExCel, London
Aim: Help Virgin Money consumers and marathon runners feel valued; ensure a positive interaction with the brand; provide a photographic memento of the marathon experience; encourage social media coverage with given hashtags.
Requirements: Concept development, production, project management, staffing.
Budget: £15-20k


Our Approach & Solution

Product / Service: A custom build based on our Live Sharing using Ipads.
Turnaround: 8 weeks.

We work closely with RPM (Virgin Money’s experiential marketing agency) to create different activation areas each year. To date, these have included a giant medal, a greenscreen finish line and a ‘Sponsor Me’ frame.

4 days at the Expo. 37 hours live time. 8,536 photos captured. 1,577 GIFs created. 10,113 total outputs. 6,000 social shares. 33% social shares to Instagram. 60% Facebook posts.

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