Riding the Wave: Recapping our Successful Brand Activations at WSL

Each summer, the World Surf League transforms the coastlines of Australia from Torquay to Snapper to Margaret River, into a buzzing hive of surf culture, athleticism, and lifestyle experiences. And nowhere was that more evident than at Burleigh Heads, a quintessential surf spot on the Gold Coast that played host to one of the most anticipated stops of the WSL Challenger Series.

Beyond the surfboards and barrels, this year’s Burleigh WSL event was elevated by an all out brand experience delivered by Boost Mobile and Mophie, two dynamic brands who teamed up with Cielo House to bring immersive, interactive fan moments to life.In this article, we will dive into the creative strategy behind standout activations, and how this partnership turned Burleigh Heads into more than just a surf comp, but into a full-scale brand experience.

The World Surf League: More Than Just Surfing

The World Surf League is the premier global platform for professional surfing. With a calendar of elite events taking place across some of the most iconic beach locations in the world. The WSL champions not just the sport but also the lifestyle, the culture, and the broader community that surrounds surfing.

In 2025, the WSL’s presence in Burleigh was a celebration of both high performance sport and coastal energy. With big names competing for points and the community gathering to watch, explore, and celebrate the event, Burleigh was a melting pot of sun, surf, and excitement. This made it the perfect location for brands to connect meaningfully with their audience through sponsorship activations.

Boost Mobile Brand Activation: A Full-Throttle Fan Playground

Boost Mobile is no stranger to the surf scene, having built a long standing partnership with the WSL. Known for their youth oriented marketing and energetic brand personality, Boost Mobile’s brand activation zone at Burleigh this year was a standout, fusing action, play, music, and celebrity interaction into one unforgettable fan hub.

Here's what we delivered:

• Arcade Games - Custom arcade machines became a magnet for younger fans and nostalgic adults alike. The area gave attendees a chance to tap into a little friendly competition between surf heats. Whether smashing high scores or just soaking in the throwback vibes, the arcade games added a lively, interactive touchpoint that extended dwell time and created shareable moments.

• Skate Ramp - The skate ramp brought a street style edge to the beachside event. With rolling demos, kids clinics and crowd participation moments, it became a visual spectacle and a dynamic photo moment. Boost ambassadors and local skaters drew crowds with tricks and stunts throughout the day, blurring the lines between surf and skate culture.

• Golf Simulator - An unexpected crowd favorite, the Boost golf simulator challenged fans to land the longest drive. It brought a competitive twist, allowing attendees to engage in a different kind of sport while still immersed in the event’s overall energy. 

• DJ and MC - We kept the energy electric all day long with our resident DJ spinning feel good tracks, summer anthems, and surf inspired tunes from the Boost custom two storey container. Paired with the Boost MC who entertained the crowd, the audio experience made the Boost zone unmissable and contributed to the festival like atmosphere that defines the best of WSL events. 

• Ambassador Signing Sessions - Nothing beats the chance to meet your heroes, and we delivered. With scheduled meet and greets featuring Boost Mobile’s elite ambassadors across surfing, skateboarding, BMX, Nitro Circus and more,, fans had the chance to grab selfies, score signed merch, and connect with the athletes they admire. These moments added heart and emotion to the brand experience, deepening brand affinity and creating true loyalty.

• Promo Models - Our amazing models were the face of Boost throughout the event. Their energy and professionalism ensured every touchpoint was smooth, on-brand, and fan-friendly.

Mophie Brand Activation: Design Meets Functionality

Known for their premium portable charging solutions and sleek product design, Mophie leaned into their brand values with a curated space that delivered utility, design, and brand storytelling.

The centrepiece of the Mophie footprint was a custom built container installation, a statement piece that looked both premium and purposeful. With a matte black exterior, and brand accents, the structure perfectly echoed the brand’s commitment to design excellence. Inside, the container was fully fit out with custom product displays, and a charging hub. Fans could charge their devices, chill between heats, and learn more about Mophie’s product range. The fit-out allowed the brand’s sleek portable chargers to shine, presented as hero items in wall-mounted displays.

Our Approach: Connecting Brand and Culture

At Cielo House, we see events as a chance for brands to truly connect, not just to be seen, but to be felt. Both Boost Mobile and Mophie came to us with a clear mission: show up in a way that’s memorable, meaningful, and magnetic. And that's what we delivered.

We curated two completely different experiences that mirrored each brand’s audience and personality.  

By weaving together entertainment, sport, lifestyle, and real utility, we created moments that cut through and delivered measurable impact, longer dwell times, thousands of interactions, amplified social sharing, and deeper brand resonance.

The Outcome: A New Benchmark for Surf Brand Activations

The WSL in Burleigh Heads set a new standard for integrated brand activations within the surf and lifestyle event space. The event attracted thousands of attendees, and the Boost Mobile and

Mophie zones became two of the most talked-about spaces on-site.

We saw:

• Exceptional foot traffic through both activation zones;

• Fans queuing for ambassador signings and giveaways;

• A social reach that extended far beyond the shoreline through influencer engagement and organic sharing;

• A meaningful uplift in both product interest and brand sentiment.

Looking Ahead

With brands increasingly looking to cut through in cluttered environments, activations like these prove just how powerful real world experiences can be when done right.

The combination of fun, function, and feeling is what moves people, and it’s what we at Cielo House will continue delivering for every partner we work with.

Whether it’s a custom built skate ramp overlooking the ocean or a refined charging hub designed for moments of calm, the goal is always the same: create unforgettable brand experiences that elevate, engage, and endure.

Visit our website now and discover the power of partnering with Cielo House for a high-level brand activation experience.Until the next wave.