Case study: Carwash x native

Challenge: from campus to dancefloor 🕺 

The nightclub scene is facing tough times, with more than three clubs closing every week across UK’s high streets, and all nightclubs in danger of closure by the end of the decade. 

But this hasn’t necessarily translated into reality on the ground, with Gen Z brewing up a clubbing culture renaissance. 

From 13% of Gen Z toasting the night with low-ABV cocktails to 70% dancing under the glow of power-saving LED strobes – clubbers are now more selective with the events they go to, as they become more than just a night-out but an extension of their identity.

And who better to understand what a Gen Z night out looks like? 

“Students”, says Nikki, “they are the next generation of Carwashers. Our events are immersive, liberating and inclusive. We believe in the power of music to inspire connection.”

Out of the UK’s 2.9 million students, 63% are heading out on the town at least once a month, spending on average £49.05 per outing.

With all this in mind, it was time to take Carwash to the student population. 

Solution: Carwash meets The BIG Student Lock in 🎶

Working closely with native, Nikki and her team mapped out a high-impact student activation. The BIG Student Lock-In was the perfect moment for Carwash to gain direct access to students from over half of London’s top universities, under one roof: Queen Mary, South Bank, City, London Metropolitan, UCL, King’s College, Brunel, Westminster, Greenwich, Birkbeck, Kingston, Middlesex, West London, Imperial College, Goldsmiths, Royal College of Art, East London, Ravensbourne, University of the Arts, LSE, Roehampton, and SOAS.

As Nikki puts it: “We want to create a student community for specific nights, through WhatsApp and social media – capturing as many contact details as possible is essential for that.” 

At The BIG Student Lock-In, students who passed by Carwash’s activation had the opportunity to try their luck at winning custom merchandise in exchange for their contact information, allowing them to gather valuable data of interested students for re-marketing. 

If students did not win, all was not lost – they had the opportunity to be entered into a competition to win free entry to one or all of the Carwash events. 

The best part, though? Students got a taste of the Funkin’ Up Fridays vibe and Classic Carwash nights with a live DJ set, bringing The Carwash Experience to life right on the spot.

Results: a new generation of clubbers 🪩

When capturing the attention of the student market, timing is everything. After 8 years, native is highly attuned to the rhythm of when and where students are most engaged – and how to capture their attention. 

By taking part in the The BIG Student Lock-in Carwash were able to get front of mind at a crucial time in a student’s academic calendar – February – when they’re settling into term 2, meeting new coursemates and spending their latest loan drop. 

As a result of their involvement, Carwash laid the foundation for a relationship with the student market: 95% of students entered into their prize draw, 63% signed up to their mailing list, and, most importantly 86% of students would now attend one or more of their upcoming events. 

For Carwash, engaging the student population has played a significant role in their continued growth. A month on from the flagship event, the nightclub is still receiving responses from students to redeem their tickets.

And, with many more campus moments to engage students year-round, Carwash will continue to nurture their student customer base into the future.

Want groovy results like Carwash?  At native, we specialise in elevating brands to the heart of student culture – on campus. Get in touch  to discover how you can bring your brand to life, whatever your marketing goals.