Coral’s 50th Birthday at Sandown Racecourse – A Bespoke Experiential Brand Activation by Events by Knight
When Coral marked their 50th birthday, they wanted more than just a celebration – they wanted a memorablememorable brand activation that would stand out in front of thousands of guests. With over 20,000 attendees at Sandown Racecourse, the event required something bold, innovative, and unforgettable. That’s where Events by Knight stepped in.
Creative producer Kwame Knight and his team were tasked with delivering roaming entertainment that could connect with audiences across the venue in an engaging, high-energy way. The brief was ambitious: create a mobile DJ rig that could move through the crowds and deliver music on the go – a challenge unlike anything typically seen at large-scale events.
The Challenge – A DJ Rig That Doesn’t Exist
Unlike traditional DJ booths, the vision for Coral’s celebration required something completely mobile and self-contained. The challenge? No such product exists off the shelf. The team had to design and build a bespoke DJ rig from scratch – a wearable model that a professional DJ could harness, equipped with decks, sound, and power, while being light enough to move through a live audience.
This was no small task. The rig needed to balance:
- Mobility – Allowing the DJ to roam freely across the racecourse.
- Functionality – Featuring real DJ decks that could deliver live mixing.
- Design – Looking sleek, professional, and on-brand for Coral.
- Durability – Capable of withstanding constant movement and a high-energy environment.
The Vision – Music on the Move
Kwame Knight envisioned a roaming DJ experience that would break the barrier between performer and audience. Instead of confining the DJ to a stage, this activation brought the music directly to the crowd.
With the bespoke rig, a DJ could:
- Walk through the racecourse while mixing live.
- Engage directly with guests in different areas.
- Create spontaneous party moments in unexpected places.
This roaming entertainment ensured that the Coral brand was not just seen, but felt, throughout the entire venue.
The Execution – From Idea to Reality
The custom rig was meticulously designed, tested, and refined until it was ready for the big day. On event day at Sandown Racecourse, the roaming DJ became an instant hit. Thousands of attendees turned their heads as the DJ moved through the crowd, dropping tracks and building energy across the venue.
Guests didn’t just watch the performance – they became part of it. From sing-alongs to dance-offs, the roaming DJ created immersive experiences that amplified Coral’s 50th birthday celebrations in a unique and powerful way.
The Result – A Standout Brand Activation
The activation was a huge success, bringing Coral’s milestone to life in front of 20,000 attendees. The roaming DJ rig not only captured attention but also created a sense of surprise and delight that had the crowd talking long after the event ended.
This project is a testament to the creative innovation and problem-solving that defines Events by Knight. Where others see limitations, Kwame Knight and his team see opportunities to push boundaries and deliver unforgettable experiences.
Why This Matters
Brand anniversaries are more than milestones – they’re opportunities to engage with audiences in a way that reflects the brand’s identity and vision for the future. For Coral, the roaming DJ activation symbolised energy, connection, and excitement, perfectly aligning with their 50th celebration.
At Events by Knight, our mission is to transform creative ideas into live experiences. Whether it’s designing custom entertainment rigs, producing large-scale flashmobs, or creating luxury private celebrations, we specialise in delivering moments that leave a lasting impression.
