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Global & local Bridgestone’s engagement ambitions

Field Sales * Live Marketing * Customer Engagement Volume 14 Issue 1 Summer 2017

Technology for sales a round table discussion


local GloBbriadgles& tone’s ons ti

VR has grown out of gaming. For brands its natural bedfellow has been brand experience, immersion and engagement.

Virtual Field Marketing Slipping between the cracks at Olympia’s Virtual Reality World was a truly fascinating presentation: AR and VR in Retail: The Value Proposition. Earnest and practical, and short on eye candy, this presentation was very well attended, but did not attract quite the bunfight seen for some of the brand immersion displays and discussions. This presentation, by Gregory Hough, digital projects manager – shopper science at GSK, revealed the step change that forensic shopper analysts have made behind the scenes, harnessing VR and AR and making it useful. Virtual field marketing is real and is here to stay. GSK uses a huge 360 immersive screen for its shelf and display analysis in support of a range of brands including Horlicks, Beechams, Nicorette, Corsodyl and Sensodyne. The screen allows shopper interaction to be tracked so that field representatives can provide informed advice and – with augmented help – visual merchandising and POS advice in the real world.

VR is often seen as best used to take you on a trip somewhere that might be out of reach or a tad exclusive – Mars exploration (with agency Rewind for the BBC), the planet’s threatened wilderness (Search ‘Greenpeace’ at Fieldmarketing.com), to see how an Airbus helicopter flies and help unload it (Render Media), or to witness how a charity (Rotary) spends funds with real footage from polio patients on the ward in India (Inition). As Olivier Sappin (Dassault Systèmes) tells us in Technofield this issue, “Putting a Mustang on top of New York City has never been so easy.” These mind enriching experiences though may well be the thin end of the wedge. Virtual building tours, show homes, test drives, architectural walk throughs, proposed medical procedures – these are all happening. But GSK’s reveal is something else altogether – VR and AR brought to the table with highly accountable shopper interaction in place, using field expertise for a call to action. This looks set to impact FMCG field sales in a big way.

Frank Wainwright Publishing Editor, Frank Publishing

Gregory’s message was loud and clear. This is happening and this is now.

Volume 14 Issue 1 Summer 2017 Field marketing available on subscription £40 per annum UK (inc p+p), £60 per annum Europe & USA

Published by Frank Publishing Ltd, PO Box 4059 CHIPPENHAM SN15 9HX email: fm@frankpublishing.com

www.fieldmarketing.com

Production Publishing Editor Frank Wainwright frank@frankpublishing.com Editorial Assistant Vicki Lloyd victoria@fieldmarketing.com

News and Event reporting Harriet Cramer harriet@fieldmarketing.com

Subscription Enquiries Vicki Lloyd victoria@fieldmarketing.com

Advertising fm@frankpublishing.com

Colouring In Ian Cramer

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Sales Field * rketing * Live Ma ement r Engag Custome Summer 2017 Volume 14

Issue 1

gy Technsoalo les for nd ta ble a rou ion discuss

Cover: Bridgestone brand ambassador Daley Thompson #NoMatterWhat Smaller pictures: Gather’s Hugo Spalding and FreemanXP’s Jordan Waid Ambient and Bumble Bridgestone’s No Matter What team Nestlé’s Aisle of Wonder by Hot Pickle

Contents 1 Open Field 2 FM News 4 Bridgestone story 8 Consumer Engagement BEST BE Summer FORE 2017

FIREST GEARS U ONE P SUMMERFOR

GRIPPED BY MUSIC

9 Brand X 10 BX Ed Letter 11 BX News 14 intu col/ Firestone story 18 BX Views/ Interviews 21 Retail Alchemy col 22 Data & Insight 23 Tech 4 sales round table 28 Technofield 29 Pastures New

Summer 2017

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news

news

Advantage Smollan gets Combera Advantage Smollan Limited has announced its acquisition of Combera Group GmbH. Combera is a specialist in outsourced sales, merchandising, auditing, activation and engagement with operations in 13 European countries and a partnership network that extends to many more. The completion of the acquisition is subject to customary closing conditions, including receipt of all necessary regulatory approvals. “The addition of Combera to our portfolio dramatically changes our presence and scale and gives us the widest reach across Europe in our space” said Laurence Clube, Chief Operating Officer of Advantage Smollan. “Combera will also bring to the wider Advantage Smollan group its many best practices and additional reach through its partnership network which opens the door to future growth opportunities. The transaction represents a big step forward on our vision to provide comprehensive solutions across Europe and globally through the larger partnership between Advantage and Smollan.”

Brand & Deliver wins contract with LG LG has renewed its B2B events contract with Brand & Deliver for a twelve-month period, following a successful year in which the agency delivered over 40 events. Brand & Deliver will provide content and production services to LG’s Home Entertainment and Home Appliances divisions, including internal and trade events. Brand & Deliver has also been contracted for a further twelve months to manage LG Lounge, the interactive, gamified learning platform for training and engaging retail staff which was built by B&D in 2015. Carolyn Anderson, marketing director at LG, added: “Brand & Deliver are a great fit for us, bringing professionalism, creativity and vision to our events. I look forward to building on this with more show stopping events throughout 2017.”

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Nestlé Aisle of Olazàbal and Lucozade Zero’s Wonder returns PVE score at Missguided the Etihad partnership Provision Events (PVE) scored a hit during the huge Premier League clash between Manchester City and Liverpool at the Etihad Stadium on Saturday, March 20 as José Maria Olazàbal was interviewed by Sky Sports inside PVE’s golf simulator.

Nestlé Breakfast Cereals mixed up breakfast time once again. The pop-­up cereal experience, Aisle of Wonder was back in action over Easter with a new twist on last year’s activation. Visitors to Westfield Stratford could start the day with a complementary pick and mix combination of Nestlé Breakfast Cereals which they could enjoy with a variety of toppings, milk and yoghurt. Consumers could take the experience a step further and can purchase a packet of Shreddies, Cheerios or Shredded Wheat, with their name on it for £3. “We’re delighted to be bringing the Aisle of Wonder back again this year. It’s a fun, engaging experience that demonstrates the different ways you can enjoy Nestlé Breakfast Cereals. Also, we’re particularly excited to be offering personalised cereal boxes for the first time” says Michelle Bull, marketing manager, Cereal Partners UK. Agency Hot Pickle was behind the activation.

Adare awarded Coca-Cola EU Partners Adare International has been awarded a contract by Coca Cola European Partners (CCEP) to provide promotional goods and print across their entire European network covering Germany, Spain, Portugal, Iceland, GB, France, Belgium, Netherlands, Norway and Sweden. Adare has supplied marketing goods to CCEP in Northern Europe since 2011. This new contract award represents a potential growth of over 200% and positions Adare as a market leader offering an unparalleled range of outsourced marketing services categories, including promotional goods, cups, glassware, textiles, parasols, permanent point of sale, semipermanent point of sale, electronics and promotional gifts, giveaways and marketing printed materials.

Lucozade Zero and fashion retailer Missguided has announced a collaboration, brought to life through on-pack promotion and experiential marketing. TRO has activated a multi-faceted campaign entitled ‘Zero to Pay’, which offered consumers a multitude of perks, giveaways and discounts – all of which could be unlocked through an on-pack promotion on mini cans of Lucozade Zero. With product trial at the campaign’s core, the nationwide programme was bolstered through experiential activity, spanning 12 cities over the course of 8 weeks.

Manchester City and The Open recently agreed a partnership to promote the world’s oldest golf Targeting city centres, train stations and shopping competition, which will be held centres, the sampling campaign offered bespoke at Royal Birkdale from July 16-23, miniature cans featuring unique Missguided and PVE were invited along. discount codes. The activity was bolstered at the As part of the tie-up, Olazàbal high footfall locations with a bold ‘Zero to Pay’ nail was guest of honour for the 1-1 bar, offering Lucozade Zero inspired complimentary draw and the two-time Masters nail art. champion showed off his golfing The official collaboration launch took place on skills in PVE’s state-of-art simulator ahead of the game before he gave a chipping masterclass on the Etihad pitch at half-time. PVE’s head of sales and business development Simon Jones said: “It really was a fantastic event and a great success. We had Jose Maria Olazàbal interviewed in the simulator by Sky Sport. We also had the Claret jug on display and held our Nearest the Pin competition on behalf of Manchester City to promote the Thursday 30th March at the Missguided flagship new partnership they have store in Westfield Stratford, London. With Resident forged.” Missguided DJ, Snoochie Shy on the decks, the in-store event provided the ultimate shopping experience with free personal styling tips, makeovers and ‘zero to pay’ opportunities to win Missguided collection items. Charlotte Flook, senior brand manager, Lucozade Energy commented “With a shared target audience of young, fashion savvy females, the partnership with Missguided presents fantastic brand synergy. TRO has designed a bold liquid on lips campaign which will achieve mass trial and get consumers excited about the product.”

Ambient team up with Bumble Ambient teamed up with dating app Bumble to deliver a campaign at the Oxford vs Cambridge Boat Race. The campaign saw race goers being treated to free drinks as they watched the two historic teams compete along the Thames. Guests were also able to enjoy a GIF photo booth inside a Bumble branded VW when they showed Bumble ambassadors the positioning, which puts female users in control downloaded app on their phone. by giving them the sole power to start The aim of the activation was to drive conversations. Over 3000 new app downloads awareness of the app, and its unique were achieved on the day.


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Global Tracks

Bridgestone’s Olympic sponsorship is set to deliver globally and locally with a top down strategy that should give the brand the right grip with sports fans #NoMatterWhat. FMBE’s Frank Wainwright started at the top with UK MD, Robin Shaw.

T

he single biggest brand marketing announcement in March was when global tyre lead brand Bridgestone threw its support behind the Olympic movement. In the tyre market, Bridgestone sits on the top, just ahead of rival Michelin whilst both have a significant lead over Continental, Goodyear and Pirelli. The market place is challenged by a number of smaller suppliers too, so when the Japan HQ’d market leader decided to shore up its lead it did so on a platform that it believes can work for it globally and locally, online and off. The Olympics are coming to Tokyo in 2020 and by then you can expect Bridgestone to have its Chase Your Dream, #NoMatterWhat campaign working like a well-oiled machine. The Olympics is not typical petrol head tyre territory; the move indicates a bigger picture for the brand, one through which it expects to make a local connection emotionally with drivers of all types worldwide by telling the stories of local athletic heroes. The commitment is a big one as Bridgestone is now locked into Summer and Winter Olympic support until 2024 and signing up on the big stage is just the entry fee. The hard work comes by activating an athlete brand ambassador programme at grass roots level. In the UK, there are three ambassadors for the Chase Your Dream, No Matter What campaign, each with a different demographic appeal. All 3 are past Olympians, though for two of them, gold medal diver Chris Mears and golf representative Charley Hull, Tokyo is very much on the to do list. For 1980’s decathlon hero Daley Thompson, there is a chance to get behind a campaign that he sees can help fund and support future champions. Daley told Field Marketing that the role with Bridgestone was one that he had taken on very readily because of the sincerity of the brand’s desire to provide grass roots support. Bridgestone’s grass roots support is best seen in the UK in golf where the brands plays host to the Chase Your Dream Trophy for amateur golfers. To start the ball rolling in sports where the brand has less tradition there are three grassroots events in the pipeline, each one hosted by one of the Chase Your Dream, No Matter What ambassadors. These will take place during 2017 to inspire people from all over the UK to overcome their own obstacles. Daley Thompson’s event will be an athletics-based challenge, Chris Mears’ will offer diving with a twist and Charley Hull will host a golfing experience. Bridgestone’s full Olympic activation plan has yet to be revealed but it is a certainty that the reverberations will be felt by dealerships as well as by consumers. This is evidently a board level sales and marketing campaign - confirmed by the readiness of the

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L-R: Daley Thompson, Chris Mears, Charley Hull and Robin Shaw

Chase Your Dream, No Matter What philosophy.”

UK’s managing director to tell Field Marketing about his own and Bridgestone’s enterprise wide engagement with it. Robin Shaw told Field Marketing: “If we are operating at the level we aspire to, then brand engagement is core throughout the organisation, for every employee and stakeholder.”

Having already had to fight for his life in his 24 years, Olympic gold medallist Chris Mears embodies the spirit of never giving up. “I’ve had to deal with some really tough and scary situations over the past few years where both my sporting career and my life have been held in the balance. I believe really strongly in the Chase Your Dream, No Matter What campaign, because I love the fact that Bridgestone values mental and physical determination, strength and endurance, championing the journey to achieve your goals as much as the result.” comments Mears.

Shaw believes that if the full team are engaged then the customers can be too. I asked him why customers connect with the brand and what it represents. He comments: “We hope and believe it represents our Mission, ‘serving society with superior quality’. We continually strive to offer premium products and services that exceed the expectations of the end users, who we refer to as our ‘Bosses’. We hope that customers relate to this and appreciate what Bridgestone stands for as a premium tyre manufacturer.”

Determined not to let anything or anyone hold her back in a still male-focused world of golf, Charley Hull has been competing from a very young age: “I’ve come up against many barriers as a female golfer and I’ve had to learn to battle these to succeed. When you feel strongly about something, it’s your spirit as much as your ability that gets you through. I feel that I have the spirit to chase my dream, no matter what.”

Shaw calls his own job “a real privilege”, and is evidently a brand ambassador too – “I am extremely proud to work with a world renowned brand such as Bridgestone”, he says.

Three sporting personalities ambassadors have shared their unique and personal stories of how they overcame adversity to realise their dreams against the odds. Double Olympic decathlon gold medallist, Daley Thompson, was joined by diver Chris Mears who secured his first gold at the Olympic Games Rio 2016 and UK golfer Charley Hull who, at just 20 years of age, tied seventh on her Olympic Games debut in Rio. These are the personalities encouraging everyone to Chase Your Dream, No Matter What. Double Olympic gold medallist and decathlete Daley Thompson is the ultimate all-rounder. As a mixedrace child growing up in an underprivileged part of 1960s West London: “My upbringing and sporting career have taught me that if I work hard enough and remain focused, then I can achieve my goals. I would like to think that I’m a living testament to the

A major contributor to the campaign launch was agency WeAreFearless who helped to tell the athletes’ stories in words and video. Storytelling is a core part of the focus brand engagement “From the launch, and the materials produced so far, the stories of our ambassadors are really, personal, inspiring, and I believe emotional. Bringing this extra dimension to the brand, we hope will, over time, help raise us to a new level and create a genuinely compelling, emotional proposition in the industry like never before.” Translating the emotional impact into sales will require the buy in of Bridgestone dealers and Shaw expects the appeal to dealers to be strong: “if we succeed to inspire individual consumers, then we are helping our dealers reach their customers. From my conversations with many of our dealers, I know that the campaign also appeals to them personally.” It is clear that Bridgestone is really buying into t

#NoMatterWhat sporting personalities

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F i e l d Engagement Clip Strip Secrets Dan Mayer, Prime Field Marketing

t this activation and there will be a series of highlights ahead on the road to the Olympics. For Shaw, it feels like a major step and I asked him what part of #NoMatterWhat he is looking forward to most. Perhaps unsurprisingly the response reflects the hands-on approach: “Getting involved! Part fear, part excitement, Daley has already invited me to a workout in his gym!”

You walk into a supermarket, you are looking for your regular Brand A and something is in the way. What is it? Oh, it’s those pesky clip strips. They get in the way and no-one buys from them, you mutter to yourself, not quite achieving the internal dialogue level you were hoping. Why are they still in-store? Surely they are no longer relevant, you think? Why do we buy from clip strips? I never buy from them I hear you say. They are a nuisance and should be removed from all stores with immediate effect. Well, in a recent survey conducted for Dee Set across a number of grocers and high street chains, they reported that 13%, of 1230 consumers surveyed, purchased from a clip strip during that visit. Let’s just think about that for a minute. 13% of consumers, purchasing from something that you thought was getting in the way, out of date, no longer relevant. Think of the numbers here, 160 people said they purchased from a clip strip on the day. When you consider the amount of shoppers walking through the doors on a daily basis, the reality of this 13% base is huge. Yes, that’s impressive you say, but there was 87% of consumers who said they hadn’t purchased on the day. I’m not sure about you but 87% is bigger than 13% so where’s the story? Well, if we look at the average number of consumers (22,573*) walking through Morrisons doors on an average week, that’s a potential 2,934 purchases per store. Extrapolate that by the 569 Morrisons stores and you soon see the prize at stake – 1,669,446 products purchased from a clip strip. Well that’s very impressive I hear you say, but that still leaves 87% of consumers walking through the door with no interest in purchasing from a clip strip. Well, that’s where you are wrong. Only 24.6% of those surveyed said they would never purchase from a clip strip. That leaves a whopping 74.6% conversion opportunity, if you get it right. So, how do we get it right? Well, 43.1% of consumers said they would purchase from a clip strip if they needed the product. Finding the right need for 43.1% of consumers is a challenge in itself. But, with a small amount of science behind it, you can create a need by utilising clip strips with product association, not available on shelf, sample packs and promotions. 15.7% of consumers showed a willing to purchase if the product was low priced or on promotion. Whilst 16.7% said they would purchase if a product caught their attention. So, to maximise this 74.6% opportunity, we need to ensure that we are meeting the needs of the consumer. Ensuring clip strips are placed in the right location but with products on them they need. Clip strips give us this perfect opportunity to not only dual site products to ensure maximum exposure, but, in this fight for shelf space era, allow us to place useful products that no longer have a place on shelf. With current consumer trends showing a return to local specialist stores, supermarkets need to counteract by ensuring right product in right place to keep purchase within store and ensure the one stop shop model fits the needs of generation millennials. Dan

Mayer

Head of Field Marketing Prime Field Marketing dan.mayer@primefieldmarketing.com 01782 952000

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Your sales, our business Summer 2017

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Brand Engagement Consumer and Shopper Engagement is an exciting space for a brand to be seen in, and often produces brand invigoration by seeing a brand come to life.

right support from the right agencies - flex and add new location when you are hitting a sweet spot.

A great aspect of location-based sales and marketing is the capability to impact where you want, when you want and to an audience that meets specific demographic requirements. It is possible to do so with local and national budgets and – with the

This issue venues experts SpaceandPeople provided a selection of their images from recent engagement campaigns that they have worked on, each with a different remit for location choice.

Jameson Whiskey – looking to target places with high footfall of office workers in the early evening. Activity tied in with St Partick’s Day, events took place at Cardinal Place, New Street Square and Broadgate simultaneously.

Actimel – Sought a great external London location, which also had a large internal location, which King’s Cross Station offers. The activity incorporated sampling and experiential in both promotional sites.

Lexus – took place in Grand Central Birmingham. It was part of a larger shopping centre nationwide tour and supported the local dealership.

Lucozade/Missguided – part of a nationwide tour. Southgate Bath was added in due to its demographic mix

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Love Florida – was primarily focused on footfall and went to Waterloo Station twice, with media screens also used.


GRIPPED BY FIRESTONE GEARS UP FOR MUSIC SUMMER BEST BEFORE Summer 2017

BRAND X Summer 2017 1


Published by

Frank Publishing Ltd,

BEST BEFORE SUMMER 2017

PO Box 4059 CHIPPENHAM SN15 9HX email:victoria@fieldmarketing.com

Orchestrating Engagement

Popping up at the end of April in Soho Square was a brave move for B&Q although DIY is one area in retail that is looking ahead at solid sales figures this year.

B&Q seemed to me to be a relatively new name to experience marketing, so what led up to their decision to break for cover with a weather risky Spring season outdoor Open Garden event in Soho Square? B&Q is a solidly managed business, so unsurprisingly the signals are all there in Kingfisher PLC’s annual report in the section targeting future growth. It reported that its shoppers: “want products that are easy to get home and assemble; products that are easy to move around, store and clean; and that are durable in the European weather! And crucially, they want things that are affordable. That’s why we’ve created an exciting range of outdoor products that are unique to Kingfisher. This spring, we launched new, unique outdoor products that our customers will only find in our stores and online, and that are designed to reflect the realities of their lives.” And so here it was, a visualisation of a core part of the strategy so that we consumers can imagine our self-assembled futures.

II BRAND X Summer 2017

It was a DIY job for the professionals: an event team who knew how to create a party atmosphere outdoors with an open showroom that would expect rainfall, see visits from London’s fauna, and carry on seamlessly. It was a job for experience specialists. FMBE was invited along by B&Q, by the BE team at CSM Live and even by the evening party band, No Limit Street Band who have played up our FMBE award winners in the past. But before taking up any invite I ‘mystery-shopped’ the experience, enjoying some BBQ and chatting to the staff, who were B&Q shop floor and had won their places to be a part of the scene at Soho Square. Their verdict? They were loving the job, the vibe and the event.

On the face of it B&Q Open Garden was just another pop-up. But it was a pop-up where everything was done professionally, expertly and for a brand that was putting a core part of its strategy out there. This was brand experience orchestrated from the board room, right through to the shop floor and ultimately the shoppers Well done B&Q, CSM Live, PR firm Good Relations, No Limit Street Band, the event managers and staff.


Sound remixes for blu

large outside terrace was been turned blu with bold branding, whynot! thinkpeople partnered blu and light projections and a blu light Ministry of Sound to revolutionise the installation. A monthly brand choice between smoking and vaping in the ambassador initiative gave flagship London club. smokers and vapers the chance to whynot! thinkpeople have secured blu the try blu, and find out more about exclusive rights to sell and sample vaping vaping. products within the dance venue. Clubbers had the option to purchase the most popular blu device, the blu PRO, and choose from the full flavour and accessories range. Blu products can be purchased from both indoor and outdoor bars, and from the Ministry of Sound official merchandise shop. The partnership exposed the 1,500 dance music enthusiasts each club night to blu’s vibrant branding within the club’s courtyard and other high footfall areas. The

As well as taking away free 120g packets of three varieties of the biscuit snack, consumers were treated to a surprise encounter with the baby seal

Robinsons Fruit Shoot has launched a fully integrated, global campaign; It’s My Thing, celebrates real children doing what they’re passionate about, championing their selfexpression and individuality and inspiring parents to support kids in finding their ‘thing’. As part of the integrated campaign, iD launched a 2-week sampling campaign, targeting parents with kids over the busy Easter school holiday

period, in high footfall shopping centres nationwide.

Maserati’s Instagram campaign gets even

McVitie’s share moments nationwide McVitie’s has been on a four-week tour focusing on major cities and events, sampling their new sharing snack, McVitie’s Digestives Nibbles with agency Sense.

Robinsons Fruit Shoot’s tour

puppet from the brand’s TV campaign. “This tactical and effective brand experience is designed to drive trail and awareness of McVitie’s Digestives Nibbles,” said Sense Senior Account Manager Diana Petre-Mag. “We’re targeting key locations across the UK, including London, Manchester, Liverpool, Birmingham, Leeds and Sheffield.”

Maserati celebrated its Instagram takeover campaign at an event at The Vinyl Factory in the heart of London’s Soho, with live music performances from Tallia Storm and Hollie Stephenson, and an immersive journey through food and drink inspired by Maserati’s newest model; the Levante SUV. Maserati took the opportunity to announce at the event the introduction of a petrol engine Levante S to the UK, joining the Diesel version launched last year.

Where possible, the tour aligned with events that offered perfect ‘sharing moments’, such as Grand National Ladies Day, the Wedding Fair, and Liverpool Food and Drink Festival.

EMO gets Real EMO Unlimited and The Real Adventure Unlimited, the Bristolbased agencies owned by the Unlimited Group, have joined forces to create a new agency, Prophecy Unlimited.

The move creates an agency of 200 people, making it among the largest in the UK outside of London. Key clients of Prophecy Unlimited will include Toyota, Danone, Costa, and BMW and the new agency will become home to five of the Unlimited Group’s top 20 clients.

Kick has enabled us Fuel for School campaign Banana to create a vehicle that will

Banana Kick worked closely with Fuel for enrich the publicity caravan at School, a partnership between The Real Junk the Tour de Yorkshire.” Food Project and Richmond Hill Primary School in Leeds, to maximise their exposure when they participated in the Tour de Yorkshire 2017 – taking their message to over 2 million people across the three-day event. Over 630 children at Richmond Hill now start their day in school with toast and a drink. The food provided is wasted food that would otherwise have been destined for landfill. For the Tour de Yorkshire publicity caravan, Banana Kick created a unique fully wrapped school mini bus. Nathan Atkinson, head teacher at Richmond Hill Primary School, said, “The creative excellence at

Since its launch, in November 2015, Maserati GB has been taking a unique approach to using Instagram by becoming the only automotive manufacturer to relinquish control of its Instagram channel on a monthly basis. Each ‘takeover’ has seen a diverse range of established and up and coming Influencers explore life with a Maserati from a different angle – from ballerinas, architects, a famous cycling illustrator, an international Rugby player, to a pop star touring London Fashion Week – each have curated their own unique content for the channel. As a result, Maserati GB has grown a visually rich, diverse and exciting Instagram channel.

Aunt Bessie’s prioritises shopper marketing Aunt Bessie’s has appointed Initials as its shopper marketing agency. Following a competitive pitch against four undisclosed agencies, Initials will be handling shopper marketing across the Aunt Bessie’s brand. The appointment is part of a wider strategic shift by Aunt Bessie’s to give more focus to shopper marketing. Initials was selected in part thanks to its broadranging experience in the FMCG sector, with clients such as PepsiCo, Philips and Mondelez. Run out of the Initials Leeds office, work has begun with support from the London team.

Hope&Glory brings out the Cashback Van Barclays has brought a coffee van with a difference across the UK. Following a study conducted by the bank that reveals 41% of Brits would prioritise cash or cashback over any other form of deal, the van allowed customers to buy a coffee and a croissant for £3, giving them £7 (and their breakfast) in return.

looking forward to brightening up commuters’ mornings – sending the van across the UK to show that some deals are good enough to be true. Customers can claim their Barclays Blue Rewards cashback in just a few clicks.”

The tour intended to reverse consumer findings that some offers seem to be too good to be true. Anticipating the tour, Catherine McGrath, managing director, personal banking at Barclays said: “We’re

BRAND X Summer 2017 III


Flymo and McCulloch launch at intu intu has partnered with Flymo and McCulloch to deliver a brand-engagement campaign at three UK shopping and leisure destinations. The garden power tool brands launched pop-up gardens at intu Lakeside, intu Trafford Centre and intu Metrocentre during April and May to promote their newest gardening products to the centres’ high footfall of customers. Roger Binks, customer experience director of intu, said: “Our dedicated in-house team work closely with brands to deliver compelling experiences that help them to flourish within our portfolio of popular shopping and destinations, with Flymo and McCulloch the latest to take advantage of our prime locations and 400 million customer visits a year to drive this kind of brand engagement”.

Tastecard on tour

panels with an electrical power hook up. Other features include a storage room at one end, LED interior lighting, Tastecard commissioned iMP to design and build a mobile experiential branded plinths and iPad stands for solution to visit the Great British Food membership sign-ups. Festival events, for which Tastecard iMP are delivering the activity to all are the headline sponsors. nine Great British Food Festival events, iMP designed and built the unit from handling all aspects of the campaign the ground up with a tight timescale including logistics, site applications, of only four weeks to turn it around. health and safety and staffing. After the festival season, the trailer will be The installation is based on a fivestored and re-wrapped for Tastecard meter trailer bed, a steel box frame construction and clear polycarbonate 2018 events

Nick Jr. characters come to life at intu

Bud Light on ‘We’re Here’ UK Tour

intu has added augmented reality technology to its in-centre app as it launches a new family experience bringing Nick Jr. characters to life at its centres over Easter.

The Bud Light We’re Here 108 date tour is visiting cities across the UK, including London, Manchester, Cardiff, Leeds, Liverpool and Newcastle, announcing the arrival of the beer brand into the UK. The tour sees the Bud Light event team creating an immersive atmosphere in which to sample the drink. A serving of ice cold Bud Light is sampled alongside classic games and music, recreating the atmosphere of the great American tradition of tailgate parties.

for a picture with the Shimmer and Shine genies and play a Half Shell Heroes game.

It is the latest innovation to be launched by intu as part of its strategy Created in partnership with Nick Jr. as to use digital experiences to drive up one of a series of activities taking footfall and dwell time. place at intu centres, the game has Karen Harris, managing director of been designed to capture the intu Digital, said: “We’re bringing a imagination of young families during whole new Nick Jr. world to life that is the school holidays. certain to bring smiles to the faces of Six specially-created augmented reality our youngest guests, thanks to the experiences can be accessed by combined power of the intu and Nick scanning the images found within Jr. brands and state-of-the-art intu’s 14 shopping centres across the augmented reality technology. UK. This includes the chance to pose

Mobile Promotions drive Dream engagement

The We’re Here tour supports the wider Bud Light UK launch, a large scale out of home and digital campaign that has seen bus takeovers, newspaper wraps and billboards across the country. Celia Forshew, founder and CEO of Seed, who lead the campaign, noted: “For the past few years, we have been lucky to work with Budweiser on their student and music campaigns and are super excited to be helping to launch Bud Light to a wider UK audience.”

Promohire supplied six USA style pick-up trucks which they wrapped in the Bud Light Livery. Their parent company Raccoon, a brand production business, created the bespoke double sided neon-effect roof boxes.

Gore-Tex goes 5D experience at Westfield Outdoor apparel brand Gore-Tex staged a ‘5D experience’ at The Atrium in Westfield London. The brand experience, created and produced by MKTG, allowed visitors to test the range of resistances and efficiencies of the revolutionary Gore-Tex fabric in some incredible environments.

Mobile Promotions helped Dream Marketing hit the road with the use of its expandable exhibition trailer, creating a 16-day pan-European automotive roadshow. Extending Mobile Promotions’ eight-year relationship with Dream Marketing’s managing director John Aldridge and his innovative mobile exhibition concept, this March saw the event specialists’ expandable trailer act as a mobile trade show for 21 automotive suppliers. Each exhibitor occupied an individually branded exhibition booth inside the trailer, showcasing their technologies, products and services to their target market of engineers and buyers. Visiting 11 different automotive production centres across 11 European cities, Mobile Promotions managed the logistics for the tour’s route, ensuring the exhibitors promoted their automotive offering directly inside potential customers’ premises boasting high footfall including Aston Martin Lagonda, Banbury’s Prodrive, Ford Motor Company in Essex, Belgium’s Toyota Motor Europe, Audi in Russelsheim and Continental Automotive in Regensberg. Over the course of the two-week roadshow covering approximately 2,500 miles, the tour attracted a receptive industry audience of 1,300 attendees and generated over 1,000 enquiries for the exhibitors.

IV BRAND X Summer 2017

a pair of men’s, women’s and children shoes every day. The Gore-Tex 5D Experience has been activated through a collaboration between MKTG, Carat Edinburgh & iProspect Edinburgh.

Luke Wretham, senior client executive at MKTG, added: “The Gore-Tex 5D The Gore-Tex Brand 5D Experience Experience is a perfect example of an fully kitted out visitors with Gore-Tex integrated campaign where all digital footwear and then exposed them to communications are built around the the elements, including wind and rain, activation, which sits at the heart of as they experienced multidimensional the media. This is Gore-Tex first foray simulations of some of the UK’s into experiential and is testament to natural beauty spots. the efforts of all partners involved to Gore-Tex ran a competition execute such an original and exciting throughout the activation, giving away media campaign.”


B&Q’s Open Garden in Soho Square

B&Q brought its garden expertise to the very heart of London for the first time. With the average new build garden now 40% smaller and a higher proportion of new homes now garden-less flats, the Open Garden is part of B&Q’s mission to show how even the smallest outdoor space – whether it’s a balcony or a window sill – can be transformed into a green haven.

Visitors could drop into the pop up space to discover all the joys of a garden in the middle of central London. Foodies sampled freshly cooked BBQ food from Barbeskews Catering and botanical inspired drinks served in the Portobello Road Gin shed. Those looking to make the most of their lunch break could read or relax with friends on outdoor sofas in amongst a sensory collection of plants, flowers and herbs. Londoners looking to unwind could drop by until 21:30 for an evening drink under the open skies of Soho Square to the soundtrack of live music from the No Limits Street Band.

and minimal cost were hosted within the garden. BBQ cook extraordinaire and YouTuber, DJ BBQ dropped in to make a special appearance on Saturday 29th April to show off his grilling and DJ-ing skills on the latest B&Q BBQs. Whilst the Open Garden is free and open to the public, one winner won the chance to host their own private party for them and nine or more friends. Hosted in a VIP terrace area with live music and including free food and drink. Mike Norton, Market Director Outdoor, from B&Q explained; “Gardens in London can be small and many have to make do with a small balcony or window sill, but that doesn’t mean that Londoners should miss out on the joys of outdoor space. With summer approaching, we wanted to do something really different to remind Londoners how extraordinary a garden can be, and to inspire them to get out and make the most of the spaces they do have, whatever the size.”

The pop-up garden had support from Daily free workshops with B&Q PR and content agency Good Relations experts on how to transform even the and the brand experience team at smallest space into a green, wildlife agency CSM Live. friendly sanctuary with little effort

Porsche Life store at Liverpool ONE Grosvenor Europe (Grosvenor) announced that Porsche has completed its Porsche Life installation on Liverpool ONE’s Peter’s Lane. The 3,000 sq. ft. pop-up was open until June 4. The interactive store was designed to immerse visitors in the Porsche brand. Gesture control screens revealed the world of Porsche and the store also included an exploration of the ‘Sound of Porsche’, as well as various opportunities to experience the unique character of the company and its cars. In addition, the store provides visitors with insights into the iconic 911 coupe, the racing heart of Porsche through the 919 Hybrid LMP1 race car, and hints at the company’s future with

Beanz Meanz Heinz turned 50

the Mission E car, the first allelectrically powered four-seat Porsche. Porsche models on display include the new 911 GTS and the Macan S Diesel SUV, and visitors can arrange a test drive with the Porsche Centre Chester. With no sales process on-site, the concept is designed to be an urban meeting point for Porsche enthusiasts and a chance for people to experience the brand first hand. Porsche Life features a living room, kitchen, lounge and home office, with each designed to indicate how visitors’ lives with Porsche could look. Porsche Life builds on previous successful pop-ups for Porsche including a 2015 FMBE Gold Award winner.

To celebrate 50 years of its iconic advertising slogan ‘Beanz Meanz Heinz’, Heinz opened a pop up café in Dublin city centre. The ‘Beanz Meanz Heinz’ pop up café offered complimentary meals for fans. The pop-up served breakfast, lunch and dinner serving gourmet Beanz dishes including Beef chilli con carne with mixed beans and Huevos rancheros. Diners were encouraged to ‘Pay for Beanz by social Meanz’ and use the hashtag #HeinzBeanz50 to share their experience on social media. Emily O’Kane marketing manager Kraft Heinz Ireland said: ‘’We take huge pride in our Beanz, from the laser technology that scrutinises every single bean to the top secret spice recipe we use for the sauce! The popularity of the ‘Beanz Meanz Heinz’ slogan is testament to that, being voted one of the greatest taglines of all time. It’s an incredible achievement to continue to strike a chord with the same line 50 years after it was first penned… 99% of us can complete the slogan without being prompted, including those who weren’t even born when it first appeared on our screens in 1967.”

Fenty by Rihanna pops-up for fans To celebrate the launch of the ‘Fenty by Rihanna’ SS17 Collection FormRoom worked alongside Puma to design, produce and install a series of pop-ups across the UK and Europe, at retailers including Selfridges, Offspring, JD Sports and Lifestyle Sports.

frames as a nod to the opulence of Versailles as part of a 360 degree experience in-store.

FormRoom also collaborated with WAH Nails to create a pop up nail bar at the Flagship JD Sports store on Oxford Circus. With a Fenty pink nail bar and bespoke WAH Nails stools, customers were invited to shop the collection and Taking inspiration directly from the treated to Rihanna inspired nail catwalk show FormRoom took key moments, like Rihanna in head-to-toe artwork. pink, pearls and a lace Puma fan strutting down the catwalk, and worked to ensure they brought the sense of high fashion and fun to the store environments. Inspired by 18th century French culture and their vision of Marie Antoinette inspired athleisure, FormRoom created an oversized fan within pop up spaces at two JD Sports Locations, Oxford Circus and Cologne. FormRoom also produced imagery in the style of gold venetian

Rihanna’s fragrance launch

a £10 voucher for The Perfume Shop.

To support the launch of Rihanna’s new fragrance, Riri Kiss, experiential agency iMP were commissioned to design, build and tour The Kiss-O-Meter nationwide.

During the tour, which visited shopping centres including Bluewater, same day sales were recorded at every site visited. In total, over 20,000 free samples were handed out as well as £200,000 worth of £10 vouchers.

The Kiss-O-Meter featured a touchscreen which engaged with shoppers and asked them one of 25 questions about Rihanna. If the players answered the question correctly, the Kiss-OMeter dispensed a sample of the fragrance and

BRAND X Summer 2017 V


Recently seen at intu… Infiniti ran a road show throughout Q1, touring their 2 models the Q30 and Q50; they visited intu Eldon Square, intu Chapelfield, intu Watford & intu Trafford Centre.

Firestone’s brave support for music is striking a chord with a band of brothers and sisters. Brand X bore witness.

When Japan’s Bridgestone bought America’s Firestone some 29 years ago it was a highly significant move in the sector. Pirelli and Michelin were also vying for the business. Since the 1988 manoeuvre Bridgestone has moved to the top of the industry pile.

The Volvo pop-up shop opened at Manchester Andale on 13th March and was in situ until 16th April. This is the first pop-up shop iE have run at Manchester Arndale. The shop features interactive screens and customisation options alongside a variety of vehicles on display including the new Volvo S90 and V90 models and the Volvo XC90 (SUV).  Guests were also being treated to ‘Fika’, a Swedish social institution which entails coffee and sweet treats.

Clarins ran a promotion at intu Eldon Square in March to promote the launch of their new skin cream. The stand was highly interactive involving digital experiences along with test and touch tables. Barny went live at intu Lakeside, Manchester Andale, intu Victoria Centre and intu Metrocentre (Feb/March).  The campaign consisted of bags of Barny ABC Bears (25g portions) being distributed, (Barny ABC Bears are wholegrain crunchy biscuits for children aged 3-7 years old).  In addition, there was a large ABC Bears Alphabet Wall for children to illustrate their drawings inspired by letters they found on ABC Bear biscuits.  Virgin Holidays ran a pop up shop at intu Watford for 6 weeks, promoting their holiday vacations in Q1.

IEenquiries@intu.co.uk www.intugroup.co.uk @intugroup

relevant whilst maintaining a cross genre appeal. Properties that the brand has invested in include the Barclaycard Arena with its prevailing R&B, pop and mainstream performers and the Download Festival with its hardcore and metal rock appeal.

At the time, Bridgestone was a regional success, not the global leader To this programme and its broad but it has become, whilst Firestone was the relevant demographic the brand is more iconic brand of the two. commendably committed, readily extending successful partnerships. The move was seen by some as merger, by others as acquisition but This year, the Barclaycard Arena, either way the maintenance of Leicestershire’s Download and various Firestone’s brand identity was crucial European events are back in the mix to the deal. Bridgestone planned to and Firestone is lending its support to establish premium market status whilst both emerging and proven talent. Firestone’s appeal was more midmarket.

Barclaycard Arena

The need to differentiate between these two Stones continues today, and The tyre brand will again transform the Birmingham venue’s unsigned area Firestone is still chasing its share of into the Firestone Stage for a second the midmarket wallet. successive year, allowing ambitious As the midmarket brand, Firestone has musicians to make a fitting first scope to be more playful, edgier and impression inside the arena before the has designs on appeal to the headliners take to the stage. affordable-quality demographic. And that makes music a logical association The sponsored stage will play host to unsigned artists in the pre-show to go for. entertainment arena at selected arena Music is fairly untrammelled territory events, exhibiting a wide array of for a tyre brand but the fanbase music talent from across the UK to up demographic of gig and festivalgoers is to 15,800 people. right for the brand so the effectiveness Situated on the main concourse, the of the association is driven by stage will also act as the platform for relevance. Firestone’s annual Battle of the Firestone has Bands competition, where therefore decided musicians compete to win to try and personalised Marshall balance the amplifiers, music difficult art of equipment and being an audience

t

A promotion between EE and Google went live at intu Eldon Square, intu Metrocentre & Manchester Andale for the new Google Pixel & Pixel XL phone devices as well as the new Google Daydream VR headset (Feb / March).

VI BRAND X Summer 2017

Wheels in Motion

In the hot seat - Stuart Attfield, brand manager, Firestone


Reach over 1 million customers every day intu Braehead

intu Metrocentre

intu Eldon Square

Manchester Arndale

intu Trafford Centre

intu Victoria Centre

intu Potteries

intu Broadmarsh

intu Derby

intu Chapelfield

intu Merry Hill

intu Milton Keynes

330,000 weekly footfall 63% ABC1, 74% female Largest exp. space: 10m x 9m

660,000 weekly footfall 60% ABC1, 74% female Largest exp. space: 8m x 5m

600,000 weekly footfall 72% ABC1, 67% female Largest exp. space: 13m x 5m

215,000 weekly footfall 35% ABC1, 66% female Largest exp. space: 6m x 5m

465,000 weekly footfall 50% ABC1, 70% female Largest exp. space: 10m x 9m

425,000 weekly footfall 42% ABC1, 75% female Largest exp. space: 22m x 12m

The Mall at Cribbs Causeway

405,000 weekly footfall 56% ABC1, 79% female Largest exp. space: 16m x 13m

800,000 weekly footfall 51% ABC1, 61% female Largest exp. space: 15m x 7.5m

465,000 weekly footfall 58% ABC1, 74% female Largest exp. space: 10m x 10m

270,000 weekly footfall 44% ABC1, 73% female Largest exp. space: 24m x 16m

215,000 weekly footfall 60% ABC1, 61% female Largest exp. space: 20m x 10m

330,000 weekly footfall 71% ABC1, 76% female Largest exp.space: 11m x 5m

intu Lakeside

230,000 weekly footfall 73% ABC1, 73% female

500,000 weekly footfall 69% ABC1, 67% female Largest exp. space: 18m x 13m

intu Watford

intu Uxbridge

300,000 weekly footfall 88% ABC1, 72% female Largest exp. space: 12.5m x 5m

230,000 weekly footfall 62% ABC1, 66% female Largest exp. space: 4m x 4m

Call intu Experiences on 020 7887 7046 IEEnquiries@intu.co.uk intugroup.co.uk Sources: CACI Q4 peak survey 2015, intu properties plc

BRAND X Summer 2017 VII


opportunity to perform on the stage in future months. Brand X visited the Barclaycard Arena in order to witness the presence that Firestone has established there, watching performers on the sponsored Firestone Stage helping to warm up pre-event dining in a fast food outlet and viewing R&B star The Weeknd from the brand’s hospitality. The brand and venue had clearly forged an easygoing relationship that allows Firestone to run exclusive competitions and provide unique access to some very popular acts. When we spoke, Firestone brand manager Stuart Attfield was buzzing with the opportunities - Ed Sheeran was soon to be in town and the buzz around the brand and its association was loud and clear. Having initially signed a sponsorship deal in August 2015, the Barclaycard Arena has already helped Firestone to generate significant brand awareness across their social channels and within the arena’s Show Lounge, an exclusive Amplify hospitality seating area. Phil Mead, managing director for the Barclaycard Arena is also pleased with the relationship: “This reinforces the Barclaycard Arena as being an attractive proposition for many companies wishing to target a youngat-heart demographic. Hosting some of the world’s top events, featuring state of the art facilities and its central locality within the UK’s second city, means the arena attracts a wide variety of music lovers, ensuring brand exposure to over half a million customers every year.

“Further investment from Firestone in our pre-show entertainment area, is testament to how companies are recognising the benefits of this exposure. The partnership will further strengthen our offering for customers and provide a great platform for unsigned music artists to showcase their talents.” Stuart Attfield said: “We can see huge potential through our relationship with the Barclaycard Arena, which represents a focal part of our plans for 2017. We always strive to activate sponsorships in tangible ways for our customers to benefit from. The Firestone Stage allows us to do that and we look forward to seeing all manner of talented music acts on our stage. Who knows, they might go on to perform on the main stage one day, which would be a dream scenario for everyone.”

On The Road Again This summer, Firestone is hitting the road to bring musicians and musiclovers together, featuring festival appearances at Download in Leicestershire and Vantastival in Drogheda in June. With the Firestone Stage, Car-aoke Van and other activations, fans can come to the Firestone booth to discover new music, enjoy live performances and have fun with their friends. The Firestone Stage gives artists, bands and DJs the opportunity to perform at a major European festival. In addition to branded transport, pit stops and merchandise giveaways, music fans can also hop in the

Firestone’s desire to nurture musical talent is embodied by an annual Battle of the Bands competition which enjoys a final at the Barclaycard Arena. Battle of the Bands’ most recent edition concluded at the Barclaycard Arena in Birmingham in style after generating more than 400 entries. Firestone launched its search for the most talented unsigned act through its social networking channels, to coincide with its sponsorship of the famous Birmingham venue and partnership with Professional Music Technology stores across the United Kingdom.

VIII BRAND X Summer 2017

renovated VW Bus and belt out their favourite karaoke tunes. Video footage and photo booth snapshots document each fan’s two minutes of fame. Firestone is expanding its grassroots initiative to France, Germany, Poland and Italy. The project began two years ago in the U.K. with searching for, supporting and sending local musicians to the Main Stage. The best artists from local talent shows are rewarded with extra benefits, which vary from recording sessions and professional coaching, to a gig on The Firestone Stage at a major European festival. In Spain, Firestone is organising local concerts with popular Spanish artists in cities throughout Spain. Known as “Ruta Firestone,” these events are free to the public and tickets are exclusively available via Firestone’s campaign site and social media channels. “Supporting musical talents is deeply rooted in Firestone’s DNA. Back in 1928, Founder, Harvey Firestone, brought together musicians and musiclovers on the Voice of Firestone, which

Looking back at the 2016 Battle, Stuart Attfield, brand manager at Firestone, reflected: “Battle of the Bands has been a fantastic campaign, with entrants doubling this year and a huge sense of momentum being generated. This competition, our sponsorship of the Barclaycard Arena and overall music sales promotions have helped to position us as forward-thinking, creative and innovative. We’ve adopted an energetic, vibrant approach to our sponsorships in 2016 with Battle of the Bands epitomising this. We think it has proved fruitful, with our credibility in music increasing as a result and our brand recognition growing massively with a previously untapped audience.”

gave known and unknown musicians a platform to perform on and an audience to perform for. This show was the first sponsored radio programme and quickly became the most successful entertainment broadcast of its time,” explains Kasia van Balen, Firestone brand manager, Bridgestone Europe. This musical heritage certainly seems to have stayed alive in the Firestone brand and tyre company has blended in well with the music properties that it supports – and their fans. Download, in particular, is a bold event to lend commercial support to, a fact that Attfield is happy to emphasise. Live Nation’s chief operating officer, Paul Latham is a beneficiary of the commercial relationship. Prior to the 2016 event he commented “We are thrilled to be partnering with Firestone on this year’s Download festival. Their brand perfectly complements the ethos of Download, bringing similar levels of heritage, reverence and brand loyalty. We look forward to a successful and highly engaging partnership.”

Battle of the Bands


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BRAND X Summer 2017 IX


News, Views & Insight Interview: Daniel Dove, Diageo Reserve Daniel Dove, Events and World Class Manager, Diageo Reserve caught up with Field Marketing and Brand Experience Magazine’s Harriet Cramer ahead of a summer of brand events to discuss the importance of luxury immersive marketing in the food and drink industry.

Diageo. We are a team of 50 in the UK and we are friends as well as colleagues and spend a lot of time together.

to be fun, educational and engaging. People want to learn about the product in an immersive way and you can’t do that through a billboard.

Living and working in London is another amazing aspect of my job. I believe at this Is there such thing as an average day? moment in time, London is the most Not in my job. My role is completely advanced place to be multifunctional, I never have same day twice. as a part of the food My day involves focussing on World Class as and drinks industry. a brand – this includes Global Strategy, our World Class competition and the content of What makes World the competition. I ensure that World Class is Class such a great at the forefront of bartending competitions team? globally. The talent. We have Other roles include engaging with clients, 140 specialised brand the internal innovation team and gaining ambassadors across insight from the trade. the globe. We are 20-30 percent of the day is usually on-trade always in very close and this includes talking to other industries. contact with them, if not weekly, monthly. We share ideas constantly. It’s important to To stay at the top of the food and drink gain insight into the Brand Ambassadors’ industry, it’s important to look at other multiple cultures to keep at the top of this luxury industries and see what they are industry. doing, whether that be tech, cosmetics or

What are the challenges of your luxury brand events? Taking a luxury brand to scale can be a challenge. The experience has to feel like everyone entering that space gets treated 100 times better than any other environment. The difficulty lies within letting enough people take part but still maintaining a luxury experience feel.

pipeline. Firstly, we have the World Class Finals – the UK’s top bartenders will battle it out to become the winner. 60 finalists from across the globe will travel to Mexico, home of Don Julio, to fight for the crown. Now in its ninth year, our World Class competition is the biggest in the world. The inaugural competition saw 100 UK bartenders compete for the title, and its rapid growth means we now see ten thousand contestants from 60 countries participating. We are also the main sponsor for London Food Month in partnership with The Evening Standard. We will be creating immersive brand experiences with Ketel One across London from the 7th of June. What do you consider to be a personal professional achievement?

What agencies or suppliers do you To have been part of the team who work with to ensure the smooth built World Class into what it is running of the events? today is a great accomplishment. In terms of staff, we have a very To grow the competition whilst close relationship with specialist maintaining our position as the drinks agency Sweet&Chilli. They something else. Social media is vitally Why is building brand engagement cutting edge of bartending culture important for keeping up to date with what through events so important for Diageo? supply us with knowledgeable, has been an enormous amount of trained, expert brand ambassadors is going on globally. work and something the team are In 2017 consumers are looking for who uphold the Diageo World immensely proud of. experience over product. The best way to What do you enjoy most about your job? Class standard every time and build on that is through an event space What is your drink of choice deliver fantastic results I have been with Diageo for 14 years and I where people can taste, touch and feel the and how do you like it served? have never done the 9 to 5. It would bore What’s on the horizon for brand. This is more powerful than traditional me to death. I meet different people and see It would have to be a Zacapa 23 methods of advertising. When we experience Diageo for 2017? different places constantly. Old Fashioned – complete with a brand for the first time it is important for it We have two big projects in the pink grapefruit twist. Also, we have an amazing culture here at

Event: 8 things we learned at Blitz|GES Connection Blitz|GES hosted its annual Connection seminar and showcase at London’s Science Museum on Thursday 27 April. Over 250 corporate event managers and organisers made their way to the Blitz|GES Connection for the chance to network and engage with some of the latest technology trends in live events. Here are some of our top takeaways from a packed afternoon of event technology, innovation and inspiration:

1 Event Reality is changing Virtual Reality and Augmented Reality are increasingly complementing face-to-face experiences at events, said Wired’s Tom Upchurch in a round-up of tech trends. “They are constructing new worlds and creating new feelings… it’s unlocking empathy in ways that traditional formats cannot.”

2 AI is a game-changer Artificial Intelligence could similarly transform the way organisers engage with event guests, Tom Upchurch suggested, pointing to examples like face-tracking technology. “AI can deliver personalisation on a massive scale… it can help get closer to customers and properly talk to them.”

Poken empowers attendees to actively engage with their peers, interact with sponsors or exhibitors and collect digital content direct to their own event portal. “Most people forget 80 to 90% of what they did at an event—Poken helps them remember it,” said Doutriaux. Poken allows participants to interact with, and collect digital information with a touch, to create more fulfilling event experiences.

4 Projection lights up events With brightness now topping 30,000 lumens, projectors can add spectacular visuals to an event, said Hartmut Kulessa of Panasonic. They are capable of 3D mapping and making people part of the experience now, too. “Projection can create really engaging events that capture imaginations,” he said.

5 Tech can bring people closer

In a whistlestop tour of GES’ latest Trend Tracker, David Saef flagged up emerging opportunities for event organisers and exhibitors, including social platforms like SnapChat, personalised networking 3 Poken revolutionises the visitor experience applications like CrystalKnows, and livestreaming. Poken, the visitor engagement and intelligence platform What they have in common is the ability to draw acquired by GES in March, was introduced at the the three groups of event organisers, exhibitors Blitz|GES Connection by founder Stéphane Doutriaux. and visitors closer together.

X BRAND X Summer 2017

6 Wearables are starting to gauge people’s reactions GES’ TrendTracker reveals more fascinating developments in wearable technology—like XOX wristbands that indicate an audience’s emotional responses to events. They open up the possibility of adapting things like keynote speeches in real time to give listeners more of what they want or like. As David Saef put it: “We can literally take the pulse of the audience.”

7 We can all learn by looking around Speakers at a Connection panel session suggested that all organisers could pick up tips about smart events by getting out and about. “Take the time to go to other events—sometimes you think you’ve got it made [on technology] but when you go out you might see something even better,” said Reed Business Information’s Stephanie Kluth. “Get to see and feel technology at first-hand, and meet other people facing the same challenges as you,” added Gleanin’s Tamar Beck.

8 Innovation doesn’t have to cost the earth It is easy to assume that cutting-edge technology like that on display at Connection is expensive—but Stéphane Doutriaux estimated that it can typically be implemented at an event for about as much as the cost of a catered coffee break. Whichever way technology is deployed, it is important to find metrics that quantify return on investment, the panellists suggested.


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BRAND X Summer 2017 XI


XII BRAND X Summer 2017


Review: Secret Cinema X experience Harriet Cramer went on the trail of experience to see what the branded sector could learn

On Friday 14th April Troxy, London played host to Secret Cinema X Tell No One- an immersive preview of ChanWook’s ‘The Handmaiden.’ The event saw attendees, dressed to the nines in evening gowns and black tie, gathering in the streets to the East of the City of London for an evening shrouded in mystery. Guests weren’t told what film would be shown or the location of the screening but were given instructions and hints prior to the event such as ‘You must not speak until the Master signals it is appropriate to do so’ and ‘In advance, prepare and seal a letter of devotion to give to a stranger.’ Upon arrival, we switched off our phones and put them in opaque sealed bags before taking our vow of silence. We were then led by lantern through a secret underground passageway and into the building. Troxy was decorated beautifully with an East-meets-West fusion representing the Japanese/ Korean mansion in which the film was set. The 1930’s art deco building perfectly echoed the era of the film. Actresses in hand maiden

costumes led us past street food style stalls selling bento boxes and ice cream and to our seats. The tables were set with a Sudoku, origami instructions and a red lollipop, all small signs of what was to come. We ordered our drinks, food and introduced ourselves using only pen and paper and, upon instruction, we wandered around the room to find a stranger to pass our letter of devotion to before settling down to be fully immersed in the film. On the stage below the cinema screen ran a large Shoji screen, lit from behind, which the actors used throughout the film by either walking through the door or using silhouettes to recreate what was happening on the screen above. After the film, the Master of the House thanked us for attending and granted us permission to talk. Chairs and tables were removed and Troxy was transformed into a dance hall complete with DJ. Secret Cinema X was a fantastic way to enjoy a film and bring it to life. The little touches, like blossom falling on the audience, created an immersive experience and the lack of phones and talking allowed the audience to suspend their disbelief and fully engage with the film.

Event: TrailerFest

impact effectiveness on tour.

TrailerFest itself was glorious, an array When Mobile Technik’s of different brand Carla Harry suggested environments on that we come along to the display, deployed by company’s TrailerFest, we clients including looked at the calendar Mercedes, Iveco and and gave a trip to Pizza Express. Northamptonshire some TrailerFest was a serious thought - and confident event from concluded that the Mobile Technik that journey seemed in order. displayed the company’s Why? Because the chance showing and exhibiting to get up close and trailers to great effect. personal with exhibition trailers and bespoke This year the FMBE Awards are joined brand environments is surprisingly rare. by BE Connected – awards to celebrate TrailerFest, held across a few days in early creative industry suppliers. May was worth the effort because these Get involved with entry via http:// brand environments are hard to appreciate fieldmarketing.com/about-the-awards/ in images and film, Structure solidity and quality assurance are hard to convey with film footage, even when boosted these days by 360 degree exploration. Exhibition trailers are, by definition, hard to exhibit as the size and scope they offer can be substantial, but the difference in quality and ease of use between a bad trailer and a good one will certainly effect efficiency and

Field Sales Insight from Maximising on-call potential: are field agencies hamstrung by retailer behaviour?

I

n a world where time is money, businesses strive to get maximum productivity from their people. Of all the questions’ we are asked in this regard, by far the most common is how a field agent’s productivity can be maximised by focusing on the right tasks on call. This is, in itself, an interesting question as there are often two factors that determine the ‘in-store effectiveness’. The first is the relative impact a single type of intervention makes on store sales: which interventions influence sales the most, and are therefore worth focusing on. The second is the physical opportunity that exists in store to actually make an intervention: we may want to focus on the most value driving interventions, but the scale of intervention opportunity in store may lead us down a different path.

different interventions in-store. In the world of Grocery, more often than not, we find that interventions that involve making a product or SKU effectively ‘stand out from the crowd’ yield the biggest impact in-store. Logically, you would therefore expect that field agents spent most of their time in-store focusing on these types of activity, rather than on lower value, more store hygiene focused activities like stock ordering. However, lets now look at the average scale of opportunity available in store

for each type of intervention. It’s clear that whilst individually, interventions geared toward making SKUs stand out from the crowd outperform more hygiene related tasks, there are far more opportunities available in-store to make hygiene related interventions than those that drive high incremental uplift. So, whilst in practice field agents should be spending their time making more value led interventions, the circumstances that greet them in-store mean that they spend most of their

Capacity/Facings Gain/Share of Shelf/Stock Ordering

time simply performing tasks that, arguably, should be done by the retailers themselves. In an environment ever more geared toward ROI led interventions, this analysis points toward some interesting conversations that need to be had between brand, field agency and retailer as to what exactly the role of the field agent comprises. Only then will field activity be unshackled and move the dial when it comes to sales performance, delivering true ROI for its clients.

Siting POS/GE/Display etc

Let’s first look at the relative impact of Summer 2017

21


Opinion:

Suzanne Malhotra, 16 years at MWC 2017 Suzanne Malhotra, 4D Design, looks back on years of experience helping brands to get the best from Mobile World Congress 2017 marked my 16th year as a creative strategist attending and working at Mobile World Congress in Barcelona. Providing consultancy for exhibitions and brand experiences that embrace technology led solutions has always been a highlight of my year – and a challenge. Here are some of the things I’ve learned.

audience. Whether it was through an interactive presentation, a gaming element, a live launch or a virtual insight into 5G, it was the experience that led the way, not the demonstration. The festival effect Take our client ENEA as an example – their stand used dynamic lighting and visuals so that by day it could be a business area, yet by night it could transform into the ‘Polar Mingle Party’, which spilled out from the stand into the walkways beyond. Stands and exhibitors must be able to adapt and offer these personalised experiences, much like those seen at a festival, if they are to retain visitor interest and create the feeling of togetherness we so crave as humans.

Death of the demo pod Stands at MWC are no longer static product demonstrations areas – they are places that breed new experiences. Visitors who attend expect these experiences and are looking towards brands who can deliver insights in new and exciting ways. You could see this in the way different exhibitors showcased the rise of 5G and what this meant for their

The after-show effect Something people often fail to consider at MWC is what is the after effect? Were people excited? Are people following up now and does the legacy of what happened at the show live on? We can all discuss the trends and experiences at the show, but if these don’t lead to quantifiable business results and a real effect, then

exhibiting at the show is not worth much at all. We are now seeing many brands invest in pre-, during- and post-show strategies that account for the various stages. Attempting to look beyond the show itself into how these experiences actually effect the buyer and their future journey as part of the brand’s success. The success of MWC as a show and the reason for its longevity which has allowed me to work there for more than 16 years, all comes down to the joint success

between organiser, exhibitor and visitor. This has been led by design, technology, something new and real value provided at the show. It is, in fact, one of the only shows that hasn’t lost its value over the years thanks to the exhibitors and brands who place it fore and front of mind for displaying innovation. I look forward to being an active participant again in 2018. Abbreviated full version www.fieldmarketing.com

News: Natural Insight’s health features

Natural Insight has announced its new Workforce Health features which help tackle one of the biggest challenges for employers – finding and retaining high performing workers. Each worker in Natural Insight is now assigned a 1-5 Workforce Health score. The score uses a proprietary algorithm based on analysis of 34 million work assignments, as well as evaluates individual historical performance. With Workforce Health, employers can access metrics related to their workforce and analyse performance, engagement, and productivity trends in a sleek, visual dashboard. “At Natural Insight, we strive to help our customers maximise sales revenue and build stronger relationships with consumers,” said Stefan Midford, CEO of Natural Insight. “Identifying and retaining top talent is key. Our new Workforce Health capabilities combine staff performance with availability, skills and proximity so that employers can assemble the best possible teams to drive ROI.”

Awards: The BE Connected Awards This year the FMBE Awards are joined by BE Connected – awards to celebrate creative industry suppliers. Get involved with entry via http://fieldmarketing.com/about-the-awards/

VENUE SPOTLIGHT: MANCHESTER AIRPORT Manchester Airport is the 3rd largest airport in the UK with 24.8 million passengers per year going to over 200 destinations. 69% of travelers are in the socio-

economic group ABC1 (AB: 31%, C1: 38%). The airport welcomes is a predominately UK audience (83%) who are travelling for leisure reasons (86%) with the

highest age bracket being 45-54 year olds (22%). There are multiple experiential opportunities available throughout the terminals, both in arrivals and departures. For more information, please contact marketing@spaceandpeople. co.uk.

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Q1 2017 REVIEW Automotive experiential activations ranked top of the activity booked in Q1 of this year with a number of roadshows promoting new models travelling the country. Lexus were at multiple high footfall locations including Grand Central Birmingham showcasing the NX 300h Hybrid SUV and the Suzuki Ignis roadshow went to multiple shopping centres including St David’s Shopping Centre in Cardiff. Burt’s Bees ‘Wall of Kisses’ was well received at Buchanan Galleries, Glasgow. Working with experiential agency Fuse, the interactive ‘Wall of Kisses’ launched the beauty brand’s new lipstick range and allowed people to virtually experience all 18 shades of the collection. The experience included a ‘magic mirror’ selfie touch screen with lip tracking software to digitally place colour onto the participants’ lips, a giant photo montage and two consultation areas. The Economist has continued to build on its experiential activity this year to increase the title’s subscriber base and bring the brand to life with insect crepes and ice cream at multiple venues including New Street Square and Cardinal Place.

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Summer 2017

To highlight Mini Babybel’s support of Red Nose Day, a giant edible ‘Belboard’ was set up in King’s Cross Station which contained over 10,000 Mini Babybel® cheeses and a guest appearance from Scarlett Moffatt. Ricola sweets set up a ‘Yodel Box’ pop-up at Victoria Station, offering participants the chance to win a luxury trip to Switzerland. The activation launched Ricola’s worldwide yodel contest, searching for the best yodellers with the winner from each country receiving an all-expenses paid trip to Ricola’s place of origin, Switzerland.

2017 Q1 ACTIVITY BREAKDOWN Automotive

24% Financial Services

1% Miscellaneous

Charity

2% Food & Drink

18% Property/Home Related 8%

Communications

6% Government & Information Campaigns 4% Retailer

18%

Entertainment

7% Health & Beauty

5%

5% Travel

2%


Technology for sales In our industry, technology for marketing is, in many ways, the easy bit to innovate in. But what tech is being used accountably and how is it being used? FMBE rounded up a mix of industry experts of tech owners, agency users and sales professionals to chat it through at The Woodman, Highgate Who was there?

face:

Nick Bedford, Director of Strategy and New Revenues, Limited Space Stuart Bradbury, Managing Partner, Avantgarde Madison Byrne, PR and Marketing Manager, iD Neville Close, Group Account Director, Undercurrent Tim Fletcher, Outlet Contact Manager, Britvic David Louis, Sales and Marketing Director, Field Sales Solutions Dan Mayer, Head of Field Marketing, Prime Field Marketing Warren Richmond, CEO, Retail Marketing Group Hugo Spalding, Managing Director, MSP Ben Taylor, Retail Experience Director, TRO Retail Jordan Waid, VP, Brand Experience, FreemanXP

“First we need fully working to way data. We need quick info back from field teams - is the price right? How it looks on the shelf? And then we need to have data going back to the field teams. “Instant feedback to field rep is what we need - this is what’s happening and these are the steps you need to take. This reality maybe in the future or just around the corner, I’m not sure, but I do know that the more time spent engaging with retailers and not tapping in info, the better”. David Louis replied with a perspective based on his agency experience: Demands on field agencies for strong accountability are rightly reaching a new high as tech progresses. “We have to get ROI from a store visit, and that means taking action. It is about making the most of that one moment in time. The technology focus is not about data capture, more one of data provision.”

What we discussed n Technology support for sales or field sales at retail, including data collection, CRM, reporting tools, shelf compliance, and data kits for creating brand opportunities n Digital screens and interaction n In store VR and AR n Behavioural tracking

David Louis adds: “There’s plenty of tech for Field Reps to help them work a priority list of what they need to fix. It’s not about fixing sales blockages though, it’s more about finding opportunities that you need more space and have the data ready to prove it to the store. For instance we can use augmented reality to show how successful displays in one store might be implemented in another.” Hugo Spalding agrees that data capture can be one dimensional. His software product, Gather, is popular with brand event creators and expects to deliver more. “To give a working example, we have a strong following in the automotive sector and we have just come back from Geneva. Brands requesting information from customers is often called data capture , but data capture suggests it’s a one way soulless conversation from the customers point of view. We grapple with this - make it a bidirectional conversation.” Hugo points out that technology is at its best when the right people and process are utilising it: “We need staff and process to work with that. The person collecting info needs to know how to create customer commitment by understanding why they are there and what else you can gain. This is insight, routed via the cloud and goes to retailer or brand to improve future activations.”

Good use of technology will never be achieved in the live environment without great brand ambassadors, and great brand ambassadors can n Technology for Training often be trained by good use of n Internet of Things and the instore tech, as Ben Taylor affirms by environment referencing TRO Retail’s work with Dolce Gusto. In this case, TRO Clockwise from bottom left: Madison Byrne, Tim Fletcher, Warren Richmond, David Louis, Ben Taylor, Hugo Spalding, Jordan Waid, Frank Wainwright (FMBE), “created augmented reality models Stuart Bradbury, Sam Tasker Robbins (FMBE) of the coffee machine. The app was We opened the conversation by starting sent to all field staff in Germany so with a chat of the reality that faces the that they had interactive information to immediately exponents of branded sales at store… Tim agrees that flagging and resolving issues in store bring the product to life. We used engaging gamification should be regularly a part of the same call, a process Tim Fletcher got the ball rolling, scoping out the core training that can be used to spread knowledge widely.” that technology and process are building”. issue that the many FMCG brands in his care have to n Product demonstration via VR, AR and Mixed Reality

Time to talk

Who are e-literates? E-literates was a term used by Jordan Waid during the group discussion when the conversation red herringed a little. But the term itself has an interesting explanation behind it – so here it is! E-literates are one of the trends within our TrendLab, a tactile and immersive collaboration experience where we identify trends within the

brand experience industry, and broader world, to overcome business challenges for our clients. They are tech-savvy individuals who are always ‘on’ and characterised by an insatiable appetite for information. While they don’t necessarily have a short attention span, they consume quickly and share with the world around them instantly. They are not

defined by age, but by what they discover. They are maker and creator of their surroundings, and are always looking for meaning in the world around them, which is why live events are so high on their radar. These face-to-face interactions give back to the consumer and allow them to interpret a brand and the experience they have created for them in their own unique way. The group isn’t afraid to challenge the status quo, and they don’t like labels

or being labelled. This is evident in the events they choose to attend — think Burning Man or SXSW in the US rather than a generic music festival, a pop-up event at BoxPark instead of a meal at a conventional restaurant, or an all-out cultural experience like the Full Moon Party in Thailand. E-literates are social and thrive in a live environment, however they choose their experiences carefully, ensuring that they complement their lifestyle with purpose and intent. Summer 2017

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A WEEK OF WONDERS 16 - 22 OCT 2017 WONDERFUL BRANDS WONDERFUL PEOPLE WONDERFUL EXPERIENCES Try wondering how powerful our industry could be if we showed off award winning engagement brands alongside the people, process and technology that help make them indelibly great?

PEOPLE: THE BRAND AMBASSADOR’S RECEPTION PROCESS: THE BE CONNECTED SYMPOSIUM AND MASTERCLASSES TECHNOLOGY: THE SENSATIONAL SHOWROOM RECOGNITION: THE FMBE AWARDS AND BE CONNECTED AWARDS

BRAND ENGAGEMENT WEEK 2017 16TH-22ND OCTOBER

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Summer 2017

VISIT: WWW.BRANDENGAGEMENTWEEK.COM AND FIND OUT HOW TO GET INVOLVED


Ben Taylor

Tech-enabling brand ambassadors can be expensive of course, especially in tactical work where the same merchandisers and promoters move from agency to agency but Dan Mayer is happy that his agency Prime takes the high ground. “We supply them with tablets, which we know other agencies benefit from using. People don’t read briefs- no one wants to, so we have taken it to the next level and made a video brief.” Technology for training has been high on the agenda both for Neville Close’s agency Undercurrent and Madison Byrne’s agency iD with both agencies

investing in video and apps. For Undercurrent the use of 360 video tailored to lifestyle content has been a proven winner. Neville Close comments: “360 video is invaluable in offering fully immersive training content. It gives consumers a greater understanding of how they can actually use the product in everyday life, and works well in situations where a trainer or promoter cannot be physically present. Prerecorded content also means that brands can create a narrative which can be hugely beneficial in complex technology product training.” For iD, some of the agency’s work uses both face to face and video rolled into an app -allowing the agency to share the brand team’s knowledge and progress directly with head office and track who has engaged with it and when. Once a well-equipped team and a clear set of objectives are in place then a customer or visitor facing experience can add layers of sophistication. Stuart Bradbury outlined how Avantgarde’s recent stand for Honda in Geneva was tracked for effectiveness at a level that was a first for the brand:

“We installed advanced sensors throughout the stand which identify unique WiFi beacons transmitted by all smart devices – these signals allow us to track visitor movements so that we can build a picture of how visitors engage with the stand. We use that data in a cycle of continual improvement. We also use different interactive tools in conjunction with this to further capture data and drive key brand messages, building a two-way dialogue that enables us to follow up the experience.”

Warren Richmond

Comments from around the room agreed that sensors have a very real effect on a brand’s understanding of its stand visitors and consumers, and can also be used to make a presentation or a display more engaging and interactive. Nick Bedford overviewed Limited Space’s sensordriven display for ITV’s The Voice, and how a chair turner became a shopping centre head turner [see the case study alongside this feature]. The conversation then moved on to the more direct head turning prowess of the ever-growing virtual reality (VR) experience. The firm advice on VR seems to be, don’t just use it to draw attention to your stand, use it with relevance. Jordan Waid summarised: “VR is incredibly effective when it is used to deliver immersive experiences for audiences that tell a brand’s story in a whole new way. It’s important that we ensure it serves a real purpose in the live space, rather than act as ‘stand candy,’ that is there simply for the sake of it. The possibilities are endless with VR, for example, it can be used from an education and training standpoint too, so we should really embrace it.” Responding to this point, Warren Richmond says, “The human element is the essence of any interaction, no matter the technology.” Dan Mayer adds, “In VR, the person you are interacting with has just given you something to wear but then they have to watch you wearing it.” Using VR for sales has some occasions where it works well though, with examples being virtual car demonstrations and venue/location sales. Tim Fletcher suggests that shopping online using VR in an online shop would be an interesting consideration. For Neville Close VR is not yet a mainstream direct sales tool at retail, though it can be used to tell a story about a retailer or brand. “VR needs a

narrative that the brand lives and breathes to be totally effective. A good example of VR and retail was John Lewis Xmas campaign with Buster the Boxer, viewers had a chance to really feel as though they were a part of the ad. That’s the right approach and one that brands will benefit from drawing inspiration from in the future” (John Lewis created a virtual experience in store using a trampoline and headset, a less immersive version – but still engaging - was made available to consumers at home via YouTube.) The group further discusses technology at retail and the methods stores can use to make sure that if the purchase is going to be completed online it will be the same retailer. Tim Fletcher is looking forward to Wifi tech advancing in store so that the ping backs tract movement, “Won’t that be amazing in a store to see where a consumer’s journey takes them and track them around the store?” David Louis agrees with Fletcher’s point stating that the most effective tech allows you to engage during the shopper journey: “ the most effective tools are about that moment in time when shoppers will buy your products.” Hugo Spalding agrees, reminding us that there is typically a gap between innovation and implementation: “A lot of tech is like drilling for oil, we already have it but how long until it becomes more interesting and cost-effective? VR is a prime example as it has been around for years but is now much more accessible and is finding its place with consumers. Even this device [gesturing to mobile] is more muscular than a laptop was 5 years ago.”

And Finally Here are some take out thoughts from around the table: Stuart Bradbury Making sure that the message is relevant and engaging is key. Always make sure that you are focussed on Summer 2017

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When used correctly, all technology is a tool that can add real value to a live experience, but brands must remember that technology is simply the enabler, and not the brand solution.

who is responsible in investing in this area. Is it brands, agencies for brands or retailers with brands? I feel that focus on gaining sales from experiences will give brands good short term returns but focusing on amazing experiences that also result in sales will gain L-R: Dan Mayer, a longer term Nick Bedford, customer/consumer Stuart Bradbury, for retailers and Sam Tasker Robbins brands. To do this well (FMBE) takes not only a creative approach but a desire to Great brands understand audiences, their ecosystem drive excellence. As omni-channel in the UK makes the and their lifestyle. In the live event space, this means retail landscape alone tougher and tougher to operate it’s important for us to deliver brand experiences that in, we could see brands and retailers focusing too get their world. much on the short term results and therefore is it the Neville Close job of agencies to push and convince the case for longer term gains? In addition, and with a change in Retailers are still grappling with how to display the IoT our economic outlook, do we (the UK) need to lead (internet of things) compatible products as this jars some of the change in the way consumers purchase with current customer purchase behaviour. through tech and pioneer experiences? Technology product lifecycles differ greatly; from a smartphone of 2 years, to TV’s of 5+ years to white My angle is experience led and who really is using tech goods of 10+ years. However, retailers are searching to make things better? for the best way to entice customers into purchasing a David Louis suite of compatible technology products at the same time but have a job to do in educating customers with We aren’t a traditional FM company. We embrace tech. the lifestyle benefits. VR and 360 content will be one We have been paid to put reps through doors but we of the tools utilised to educate and inspire customers won’t go through thousands of doors when maybe just at the point of purchase. hundreds are all that is required. We need to be more targeted. Dan Mayer

Tim Fletcher

Ben Taylor

It is a great time to be alive and in this industry

We are excited about photo recognition tech. That could be a massive step forward. Anything that speeds up the vast amount of time spend in data capture is something that I look forward to.

You look for a TV online and you get a thousand hits. It is quicker now to go in store and get someone to give you advice.

Nick Bedford

Hugo Spalding & Jordan Waid getting hearts and minds behind your cause. Madison Byrne Technology is vital to the development of our offering when it comes to clients across the retail and field marketing sector. We have pioneered an online campaign management system and reporting app, that enables us to capture valuable insight from the field. This includes: n Check in/out – time stamped GPS tracking - to monitor compliance n Quantitative and qualitative client reports n Real-time sales and store data n Customer feedback

Warren Richmond The only thing to add which is a common topic that we discuss internally is really about how technology helps drive a “great” consumer purchase experience and

Hugo Spalding All the tech has to complement consumer, has to have purpose and a point. Jordan Waid

There have been a number of false dawns for tech in the sales and marketing arena, with many promising easy opt-in, wide adoption, big numbers and data, however real progression remains limited. Understanding what is out there, learning from mistakes and having a willingness to embrace technology is key.

Case Study: Limited Space & ITV’s The Voice Looking to generate as much awareness as possible for its latest show launch, ITV needed an innovative way of capturing the attention of audiences across the UK. Working alongside ITV’s media agency Goodstuff and OOH specialist Talon, with production and interactive build by Grand Visual, mall media specialists Limited Space delivered an interactive digital OutOf-Home (DOOH) campaign that set out to make stars of the general public by placing them on stage in front of the shows panel of superstar coaches. Using Limited Space’s large format digital screens as the basis for activity, a bespoke motion-sensor campaign concept was delivered that would see footage of the coaches swivelling in their chairs, complete with full audio of the button and a cheering crowd, triggered when shoppers passed by, creating an instant impact upon unsuspecting audiences.

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Summer 2017

Running across a network of screens that covered 6 of the UK’s most popular shopping destinations including Bluewater, Bullring and Manchester Arndale, the activity provided ITV with an audience of over seven million shoppers throughout a two-week period – having seen the length of the campaign extended from an initial week basis due to the success of the activity. The campaign delivered beyond expectations in terms of interactions. A target of 37,440 interactions per week was set based upon mall footfall figures and the average flow of traffic past the screen units. In its first week, the screen recorded a total of 40,588 interactions whilst the second week delivered 40,533 interactions – giving an average of 40,561 interactions per week – an 8% increase above original expectations.


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Technofield Fairy’s new digital installation Google’s Cloud event The largest Google Cloud event in Europe, Google Cloud Next, took place in London. Developed with independent events agency Wonder London, the twoday conference marked the start of a six-stage series spanning the continent.

content to meet their specific needs.

Wonder London worked with the brand to design and build a unique Google experience that could be rolled out across six European cities: London, Madrid (8 June), Google Cloud Next invites tech leaders, Amsterdam (21 June), Milan (28 developers and IT decision-makers to June), explore the latest Stockholm (3 innovations in cloud October) and technology, while experiencing what it Paris (19 October). The European series follows an official launch in San feels like to be part of the Google community. Wonder London was tasked Francisco, held on 8-10 March this year, to design a free, interactive conference and expects to attract over 11,000 experience with a flexible agenda, delegates, with up to 8,000 attending the London launch. allowing delegates to personalise

Shaun the Sheep’s VR movie Aardman have released the first ever Shaun the Sheep VR experience Shaun the Sheep Movie Barn VR. It has been reported that by 2018 the total number of active virtual reality users is expected to reach 171 million, so to respond to the increasing demand for family-friendly VR, the studio was keen to develop a virtual home for their biggest international property Shaun the Sheep. Shaun the Sheep Movie Barn VR is a fully immersive 360° movie theatre

environment where users can view Shaun the Sheep’s adventures in an interactive space. This is the first family VR theatre experience to have fully rendered CG animated characters, allowing fans to experience the world of Shaun the Sheep in immersive 3D. Users also have the unique opportunity to interact up close with Shaun, Shirley and Timmy with future updates planned over the coming months that will include even more Mossy Bottom favourites.

Bell for Sunderland runners Runners taking part in the Sunderland 10k had a unique reminder of the day – thanks to state-of-the-art camera technology. The city’s Bridges shopping centre installed a bullet time rig for the day which captures 360-degree imagery in a unique way. Runners taking part in the race could use the system for free and have their personalised souvenir emailed to them.

Samantha Czwordon-Wright, marketing manager at the Bridges comments “As sponsors of the Siglion Half Marathon and 10k, the Bridges wanted to do something extra special for race day runners and the bullet time rig seemed perfect,” she said. “It takes seconds to do and the clips will be emailed to runners – and best of all it’s completely free.”

Fairy wanted to come up with an engaging way to showcase its unique mileage messaging: ‘one drop of Fairy has the power to last and last.’ With the help of their lead creative agency, Publicis New York, they built a larger than life art installation to show just how far one drop of Fairy Liquid can go. The installation, which uses over 43,000 giant balloons or ‘bubbles’, was set up and shot in two days using drones and 360 technology, a first for any P&G homecare brand.

able to watch and navigate the 360 video on Fairy’s own Facebook channel, where they can interact with the giant bubbles by commenting and sharing the video. The digital installation, which is part of a wider global campaign for Fairy (UK) and Dawn (the brand name in USA), uses individual bubbles ranging from 5 inches to 36 inches in size, all made from biodegradable materials.

Mark Ronquillo, EVP/executive creative director, Publicis said: “The Fairy The 360 footage takes the consumer on Bubbles art installation dramatizes the an immersive journey as they watch one power of just a single drop of Fairy dish drop of Fairy Liquid grow and multiply liquid in a way we’ve never seen into an enormous 480 cubic metre before.” cluster of bubbles. Consumers will be

Ford Mustang on Empire State roof Dassault Systèmes, the 3DExperience Company has announced that Ford Motor Company used Dassault Systèmes’ 3DExcite applications powered by the 3Dexperience platform to create a high-adrenaline virtual reality experience that transports individuals to the top of the Empire State Building where they can build a Ford Mustang sports car. “Mustang over Manhattan,” housed in the FordHub Experience Centre in the World Trade Center in New York City, is an installation open to the public that lets them learn, have fun, and experience the iconic moment in 1964 when Ford put a physical Mustang on the top of the Empire State Building. Dassault Systèmes’ applications, has delivered a fully immersive virtual reality experience paying close attention to detail, interactivity, and realism. The experience featured a virtual Mustang in high-end 3D and in real time, scalable up to 1:1 size and 4K resolution. The experience begins with donning the HTC Vive head mounted display

(HMD). FordHub visitors transported to the moment when Ford put the physical Mustang on the top of the Empire State Building. Next, they begin the ascent to the top where they are guided to reassemble a Mustang that has been dissected into three parts, as Ford did in 1964 in order to physically place the Mustang on the building. Visitors then have a 360-degree view of Manhattan — one that includes a fully assembled, bright yellow Mustang. Users can also “walk out” on a narrow plank that juts over the edge of the building. “With Dassault Systèmes’ 3DExperience, Ford is able to offer a premium digital experience that creates excitement and emotion around the legendary Mustang,” said Olivier Sappin, vice president, transportation & mobility industry, Dassault Systèmes. “We are excited to be part of this innovative effort to give visitors to FordHub a virtual experience they won’t forget. Putting a Mustang on top of New York City has never been so easy.”

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Linda Hassall joins Agent42 Leslie Chase joins 2Heads LA Leslie Chase has joined brand experience agency 2Heads as VP of client services, a key part of the agency’s management team in North America. She brings over 15 years’ experience, having worked in show management for many years, most recently for experiential agencies George P. Johnson and EWI Worldwide.

iD strengthens head office team iD has announced the appointment of a new creative strategist and client services account director.

Zoe Leversedge has been appointed as account director for the client services team. Leversedge has over 8 years’ experience working on integrated and global campaigns for Chevrolet and the FMCG sector. She joins at an exciting time for the agency and will head up experiential projects for new client Hasbro.

Paul Parsons has been appointed as creative strategist, joining the Paul Parsons agency’s planning team and will focus on creative development and brand innovation for both existing client Emma Ede, Managing and new business Director said: “We’re really accounts. He brings a thrilled to welcome new wealth of FMCG and talent into the agency, as we Alcohol experience to Zoe Leversedge continue to develop our the role, having offering and drive previously worked on innovation across our business.” projects for Nestle and Heineken.

George P. Johnson grows EMEA team George P. Johnson has made two appointments strengthening its European talent pool with new roles in creative and client services. George Bear joins GPJ following 10 years’ creative resource experience gained at a multitude of shops across the wider agency spectrum, including FCB George Bear Inferno, JWT and WCRS.

Merethe BergnordAshby’s appointment boosts GPJ’s Norwegian team, based in Oslo, bringing Merethe Bergnord- over 20 years Ashby of experience in planning, developing and implementing events at Nordic agencies, Gyro and Playroom Event. Bear and Bergnord-Ashby’s appointments follow the recent hire of industry veteran John Farquhar-Smith, as executive producer of GPJ last month.

RPM appoints three to the board RPM has appointed three new board members to aid the agency’s plans for future growth across all core capabilities. Gillian Ward has been promoted to

Linda Hassall has joined Agent42 in the role of senior director. Linda will oversee many of Agent42’s portfolio of clients, as well as look after the new business pipeline. This is Hassall’s first move into agency following a career including long stints at Warner Bros, Acer and Nintendo.

McCorquodale rejoins Undercurrent Emily McCorquodale re-joins the Undercurrent team having spent 13 years in various agencies delivering events for the likes of John Lewis, HSBC, CPW, Cisco and Coca Cola, working across B2B, conferences, awards and launches as well as large scale experiential and brand activations.

Brand & Deliver new MD Hayley Lawrence, director of events and member of the board at integrated marketing agency Brand & Deliver, has been appointed to the role of managing director.

Hayley Lawrence

Founder Ben Gallop will remain in the position of CEO, handing over responsibility for the day to day running of the agency to Hayley.

Phillipson named MD of Blitz|GES GES has announced the appointment of Mike Phillipson as managing director of its Blitz|GES event production business with Mike Phillipson immediate effect. Phillipson will be part of the GES EMEA executive team, reporting to Jason Popp, EVP of international at GE

Real People appoints director Sense has promoted account director Kelda Reddrop to head up its staffing arm, Real People

Kelda Reddrop

McHugh to lead Tesco

board director people, alongside Rosa Chapman as board director client service and John Viccars as board director strategy. The promotions reflect RPM’s key areas of focus – people, thinking, creative and clients.

N2O has announced the appointment of Fiona McHugh as client services director on its Tesco account. McHugh’s role will focus on driving strategic, creative and logistical Fiona McHugh output.

Jim Carless is head of brand experience Space has appointed Jim Carless to the newly created role of head of brand experience.

Jim Carless Carless, formerly head of client services at Space, is charged with accelerating the growth of the agency’s brand experience proposition across its existing client portfolio, which includes Heineken, William Grant & Sons, Arla, UEFA and Wimbledon, whilst also attracting new client business.

Seventa Events appoints Piovan Matthew Piovan has joined Seventa Events company as operations director. His notable 18-year resume includes working as general manager of BH Live Matthew Piovan Hospitality and working simultaneously as the operations manager for three renowned Bournemouth restaurants and event spaces (Print Room, WestBeach and Aruba). Summer 2017

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Good luck

to all of the entrants of the FMBE Awards 2017 We know how important it is to go beyond what’s expected, especially when it comes to live brand experience. At Bluewater we strive to deliver surprising experiences for our guests and welcome you to showcase your experiential activity in a destination like no other. 30

Summer 2017

www.bluewater.co.uk

Field Marketing and Brand Experience Magazine summer 2017  
Field Marketing and Brand Experience Magazine summer 2017  
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