FMBX News

Festival Awards brand award result set for conference

The 2011 Festival Awards winner of ‘Best Sponsorship Activation at a Festival’ will be announced tomorrow at the afternoon conference after a lively debating session hosted by this website’s Frank Wainwright.

The award saw an excellent standard of entry with 5 campaigns being shortlisted, with work for Orange, Bacardi, Southern Comfort, Volvo and Lucozade all featuring as favourite for at least one of a 10 strong panel of industry experts (see the list below).

The award will be presented after what promises to be a very lively debate with sports sponsorship experts stepping into the lion’s arena (HMV Music) in order to put the case for sports related marketing budgets in 2012 whilst music specialists will put the case for using the music-led festivals platform in the Olympic year.

Representing ‘sports’ at the 3.30 session will be Andy Westlake, CEO, Fast Track and Karen Earl, chairman, Synergy whilst  Jeremy Patterson, MD, Frukt Communications and Gareth Cooper, representing a portfolio of festivals including Snowbombing will counter for music.

http://www.festivalconference.com

Comments on this year’s award contenders

Cake and Orange:

Helen Hanson commented: “Clear and simple. Excellent results, creative way round Glastonbury's no branding, and innovative, forward thinking approach to sponsorship. App was clearly well designed and well used, integrated into festival life. This felt like a very established campaign with a clear objective and strategy a definite winner.”

Capitalize and Bacardi

Barnet Fletcher commented: “Love the pre-booking systems and the constant dialogue with target audience, authentic and well executed delivery, decent results = happy client for sure. Nice job.”

Frukt and Southern Comfort

Ian Bushell commented: Exactly what a festival activation should be about – relevant, fun and a real reflection of a brands values and heritage. There’s nothing too over the top about the experience created but consumers could easily walk away with a real sense of what Southern Comfort is about.

SBH and Volvo

James Kent commented: “Very well executed and integrated campaign with nice layers of activity.”

TRO and Lucozade

Matthew Zweck commented: “By focusing on "anticipation" and "afterglow" TRO tapped into less cluttered festival moments which garnered cut through with consumers (this was reflected by responses to on-site brand recognition questions in post event surveys). Multiple activation pieces (on entry, in arena, in campsite and post event alongside pre-event digital) meant it was hard for audiences attending to miss their activity on some level!”

The 2011 judging panel

Robin Burrowes / Xbox Live Marketing Manager, Xbox

Ian Bushell / Founder, Posto Six

Barnett Fletcher / Founder Partner, Rock Brand Communications

Helen Hanson / MD, Hel’s Angels

Adam Jeffrey / MD, Traffik

James Kent / Sponsorship Manager, Festival Republic

Simon Lewis / President, International Marketing Partnerships, Live Nation

Richard Tolley / Marketing Director, Bettys and Taylors, MD, Krux Strategy

Julian Topham / MD, Sports Vision

Matthew Zweck / Sponsorship business development manager, AEG Global Partnerships

 

Return