FMBX News

AMP, SMP and iD Experiential lead long list of Field and Brand Experience IPM golds

Judging from the shortlist last nights IPM awards were always going to throw up a number gold winning face to face led campaigns, both inside and beyond the channel specific categories and so it proved with brand experience and field marketing campaigns coming to the fore winning gold all night long.

AMP London won the Brand Experience category with Lion’s Roar Booth, an event which drummed up support for Bangladesh’s 2010 match. (details below)

SMP held off the competition for gold in the Experiential Marketing at POS category with its work for Savlon. (details below)

iD Experiential followed 2010 Brand Experience Gold in our roadshow/shopping centre category with Shopping Centre gold at the IPM awards with Britvic’s brand Fruit Shoot. (details below)

It was a great night for agency of the year, Initials who picked up that accolade for a ‘strength in depth’ performance that included brand experience work for Cadbury and Tropicana and integrated event marketing into its work for Danone, called Eat Like a Champ, another category gold winner that saw an O2 hosted event finale with kids dancing with Diversity. (details below)

Further golden moments for Field Marketing and Brand Experience saw brand experience agency Ballistic topping the pile in the Health Fashion and Beauty category for its tour with Aussie hunks for Aussie shampoo’s new ‘Take the Heat’ range. (details below)

Wax Communications also bagged gold in its industry sector with a brand experience campaign for Southern Comfort called Voodoo Tribe. (details below)

Field Marketing also got a look in, with Haygarth picking up two golds for their devising of a retail training exercise for Palm Europe called Palm Sales Apprentice – winner of both the B2B and Sales Incentive categories (details below).

Another Field Marketing winner saw JWT win Product Launch Gold for its call centre and retail sales training campaign that helped to launch the Nokia N8 (details below)

The 2011 FMBE awards are still open to entry via extended deadline. Contact us for details

AMP London/ MCC (Lord’s)

UK-resident Bangladeshis thought Lord’s was elitist and too far away (even though the biggest community is in London). To sell them tickets for England vs. Bangladesh at Lord’s, the Lord’s experience went to London’s Banglatown. The slogan, ‘We need your Roar!’, resonated with Bangladeshis’ love of cricket and pride in their team, the Tigers. A Roar Booth was set up, with locals filmed roaring their support. Best roars, judged by the Tigers themselves, won tickets and exclusive merchandise. Roars were posted online to share with family and friends. The booth took cash (Banglatown residents don’t like credit cards) and offered group discounts. 56% more tickets were sold than for the last Bangladesh test, with an ROI of £1.80 for each £1 spent.

SMP/Savlon

Savlon wanted to educate mums about its product range and its ‘3-step’ message: clean, treat, protect. Mums want to protect kids but let them explore, according to research; so the campaign featured a huge attention-grabbing inflatable course in shopping centres next to key retailers. Kids took the 3-step challenge, collecting over-sized packs of non-medical products (e.g. plasters) and putting them in the right boxes (Savlon is a medical product and cannot use sampling or market directly to kids). Meanwhile, brand ambassadors explained the 3-step process to mums. If they then went to the nearest Boots or Superdrug, bought two Savlon products and returned to the stand, they got a free picnic gift. Sales uplift was on average 490% while the activity was on-going.

iD Experiential/ Fruit Shoot

Robinsons Fruit Shoot above-the-line advertising features the Fruit Shoot Juice Crew, who demonstrate their special skills. The brand launched a search for new Crew members, with experiential integral to the search.  The activity featured a multi-platform brand experience where kids could learn new skills and try out for the Crew. A four-week roadshow toured shopping malls in the Easter holidays. Kids were invited inside a giant Fruit Shoot bottle to get trained in skills like juggling and plate spinning. They then took part in a filmed audition for the chance to star in the 2010 TV ads. More than 100,000 kids took part, and 82% of parents who engaged said they would buy the brand. Only 46% were existing customers.

iD Experiential in our online directory

Initials/ Danone

Danone addressed child obesity in a promotion to encourage Year 6 primary school children in deprived inner London boroughs to eat healthily and take exercise. The six-week campaign in the run-up to the summer holidays featured a website with information for kids, parents and teachers and printed toolkits. Weekly lessons covered distinct subject areas such as ‘5 a day’, ‘nutrients’ and ‘energy balance’. Each lesson had a pre-recorded video introduction featuring members of dance troupe Diversity. More videos of Diversity doing special dance moves could be shown to kids as rewards for successfully finishing tasks. The climax of the campaign saw participating schools attending a dance display by Diversity at the O2 Dome, where kids got to dance with Diversity.

Ballistic/ Aussie

Aussie is a discovery brand that relies upon below-the-line marketing and Word of Mouth to increase market share, brand awareness and sales. The new ‘Take the Heat’ range was its first new product launch in a while. Aussie wanted a uniquely Australian promotion: the result was the Australian Lifeguards, ‘Hunks in Trunks’ dealing with hair care disasters and real life dramas alike. Nationwide experiential drove consumers online to enter a competition for either a Hair Rescue (free product) or a Real Life Rescue – something life-changing chosen by consumers to a maximum value of £5,000. Hair rescues were delivered to either home or office and were filmed and posted on Facebook. The campaign was uniquely ‘Aussie’ and delivered huge WOM and trial.

Wax Communications/ Southern Comfort

Southern Comfort decided to ‘own’ Halloween with its Voodoo Tribe initiative, events designed to differentiate the on-trade experience from the at-home occasion. Voodoo Tribe leveraged the brand’s New Orleans roots, and was rich in creative possibilities: the campaign icon was a mysterious Voodoo character with top hat and skull-like face reminiscent of traditional Voodoo masters; glow in the dark lettering was used for POS and posters; a unique cocktail, the Voodoo Jam, was communicated in-bar with cocktail menus inside actual jam jars. Trick or Treat cards were given to consumers buying Southern Comfort, with treats including hats, tattoos, face paints or magic tricks. Southern Comfort grew its volume 8.6% year on year during the promotion, with the sales team doubling its targets.

Haygarth/Palm

Palm needed to get O2 sales staff to start recommending its smartphones. A six week training and motivation programme across 450 stores in 37 areas, based on a parody of The Apprentice, saw store ‘ambassadors’ given a handset and training. ‘Sir Alan’ issued daily tasks via the handsets. Completing them generated rewards for ambassadors’ stores. Best-performing ambassadors in each area won a VIP night out for their store, and the chance to win a trip for four to Las Vegas. Respondents loved the campaign: brand knowledge went up 76% and 80% of ambassadors spoke positively to friends about the experience. During the first five weeks of the activity, sales (which had been declining) rose by 180%, without any other marketing activity.

JWT/ Nokia N8

Nokia had to convince store and call centre staff that it was a serious competitor in the smartphone market compared with Apple, Blackberry and Samsung. The N8 was designed to reassert Nokia position as a technology leader. Launch activity generated excitement amongst sales staff about N8’s cinematic capabilities, particularly the ability to take HD quality video. Metal film crew style cases contained soundboards which played Hollywood blockbuster trailer voice-overs announcing the N8’s key selling points, actual N8 phones or USBs with N8 content, reference material, popcorn, T-shirts, badges and pens. Training activity based on an ‘Agents vs. Aliens’ movie theme encouraged staff to film their own movies to win prizes. By the end of the first week on sale, nearly 50,000 N8s had been sold.

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