Sweet Style Meets Student Life: Boux on Tour
this is Boux Avenue
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Beautifully Branded, Perfectly Pitched: Boux Avenue Hits the Road
Boux Avenue partnered with BAM to execute a multi-stop student tour that combined fashion-forward branding with sweet, unforgettable moments, introducing a new generation to the Boux lifestyle. The centrepiece? Our fully branded Piaggio Ape ice cream tuk-tuk, serving luxury treats in Boux-branded waffle cones, creating the perfect Instagrammable experience. From Cardiff to Nottingham, BAM managed the end-to-end campaign, ensuring high visibility, smooth logistics, and consistent student engagement at every stop.
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Strategy, Style, and Student Connection
The campaign was designed to celebrate femininity, quality, and feel-good moments—values core to the Boux brand. BAM scouted prime on-campus positions, secured Freshers Fair slots, and created a visually premium activation that made an immediate impact. Students were drawn in by the standout tuk-tuk and stayed for conversation, sign-ups, and social sharing. The addition of a Boux-branded newspaper gave the experience depth, pairing editorial content with sensory delight. And for those not familiar with the brand? The team was trained to educate, engage, and convert awareness into action.
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Results Delivered with a Smile
Despite mixed weather and varying footfall, BAM ensured the campaign consistently exceeded targets. From Reading’s retail-aware crowd to Cardiff’s thousand-ice-cream morning, the team adapted to each location’s dynamic. Sign-ups soared thanks to clear calls to action and team enthusiasm, peaking at 1,093 in Nottingham. Our team also managed stock levels, brand ambassador training, and real-time adjustments, ensuring no opportunity was missed and every visitor felt part of the Boux world.
Tour Totals:
✔ 6 cities across the UK
✔ 6,656 sign-ups across QR/tablet
✔ Thousands of cones served
✔ Countless branded moments captured and shared
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Learnings, Love & What’s Next
The tour earned glowing feedback from students and staff alike. Many students associated Boux with a sense of quality and self-expression, and BAM’s delivery brought this to life with friendly engagement, visual flair, and thoughtful touches. Looking ahead, BAM identified ways to evolve the activation further, including:
Location-personalised signage to drive local retail visits
On-the-spot giveaways (e.g. Boux branded socks, vouchers, lucky dip)
A Boux discount code integrated into newspaper or signage
A branded gazebo to manage queues and weatherproof the setup
Extended ice cream stock levels to meet high demand
This campaign shows what happens when a beautiful brand meets bold experiential thinking—BAM helped Boux Avenue not just show up, but truly stand out.
