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FMBX News
Posted: Nov 16, 2010
Brand Experience was a winner at the MAAW Globes
UK brand experience campaigns have enjoyed dual success at the MAAW Globes at an awards event where live brand experience and experiential marketing performed very well. Chemistry Communications won Best Brand Building Campaign for its work for SCA Hygiene toilet roll brand Triple Velvet. Its Tree Detective campaign featured an engaging shopping centre stand and won 2009 gold at FMBE. OgilvyAction’s work in Canada for Robin Hood took silver in this category. This campaign was a finalist in this year’s Audience Award at FMBE – the entry video is on this website.
Also in this category was an Order of Merit for JPMH’s heavily garlanded work for Compeed Blister, the Johnson and Johnson plaster brand. It was a category that was dominated by face to face integrated campaigns.
JPMH and Compeed went on to win gold on the night, for Best Event or Experiential Marketing Campaign. The agency picked up the international accolade for its ‘Blister Plasters, and Club Nights’ campaign, beating competition from global brands including Heineken.
Phil Harvey, chairman, JPMH said: “The activity worked because of one thing; We really got under the skin of the target market and their needs, and this campaign is a great example of just how powerful genuine insights can be when applied correctly to a brand and delivered through relevant channels.”
JPMH introduced Compeed Blister to over half a million women, achieving a 29 per cent brand value growth in less than six months. The activity targeted women wearing heels on a night out, when they would be most receptive and engaged with the product.
This success for JPMH comes on the back of winning awards at both the Marketing Week Engage awards, the MCCA Best Awards and the coveted Grand Prix at the 2010 IPM Awards earlier this year. In advance of these accolades, the campaign was a silver winner at FMBE in 2009. At the time of FMBE entry brand value growth attributed to the campaign was at 23 per cent, so the campaign clearly sustained its momentum.
