When Parcels Sparked a Public Celebration
this is Collect+
1
Turning Parcel Delivery Into Public Theatre
Collect+ partnered with BAM to create a bold flash mob experiential marketing activation in the UK that celebrated reconnection, freedom, and shared experiences after lockdown. The brief focused on delivering a memorable public stunt that would stop audiences in their tracks while generating powerful social-first content.
To achieve this, BAM transformed Birmingham New Street into a live performance space filled with music, choreography, and emotional storytelling. Furthermore, the activation positioned Collect+ as more than a parcel provider; it became part of a wider story centred around human connection and celebration.
2
Story-Led Creative, Choreography & Performance Management
BAM managed the entire creative and operational process behind this story-led brand activation event, from concept development through to final rehearsals. Using the client’s original narrative structure, we created a fully choreographed public performance built around the easing of lockdown restrictions and people reconnecting once again.
The production featured over 30 professional dancers and actors performing character-led moments throughout the activation. Our team coordinated:
- Creative direction and concept refinement
- Professional choreography development
- Performer casting and scheduling
- Costume sourcing and styling
- Rehearsals and movement blocking
- Music sequencing and transitions
- Branded van prop integration
As the performance evolved, audiences experienced a genuine emotional journey rather than simply watching a dance routine.
3
Social-First Brand Stunt Production in Birmingham
The activation took place at Birmingham New Street, creating a highly visible public space dance activation within one of the UK’s busiest city-centre environments. Consequently, BAM carefully managed crowd flow, live logistics, performer timing, and public safety throughout the production.
Alongside live event management, BAM also delivered full experiential campaign filming and editing services. Our production crew captured cinematic footage designed specifically for short-form digital content and social media promotion.
Multiple roaming camera operators documented audience reactions, dance sequences, and branded interactions as crowds naturally gathered around the performance. Music transitions, vibrant choreography, and comedic character moments helped maximise public engagement throughout the activation.
Following the event, BAM edited the content into polished social-first campaign assets for Collect+ to use across digital platforms and online promotion.
4
Experiential Marketing Built Around Emotional Connection
This campaign succeeded because it blended spectacle with relatability. Every performance moment focused on reconnecting families, reuniting friendships, and celebrating shared experiences again.
The parcel interactions became emotional storytelling devices throughout the routine. Therefore, the Collect+ brand remained naturally integrated into the narrative rather than feeling overly commercial.
From choreography and rehearsals to filming, editing, and live delivery, BAM produced a complete social-first brand-stunt production that combined experiential marketing, public performance, and digital content creation into a seamless campaign.
