Letting off Team
Judges 2014
The tenth edition of the FMBE awards caused more headaches to our judges than ever before. When I set out with these awards a decade+ ago one of the key tenets was that they would provide a kind of Glasnost, a platform which would encourage openness and excellence between clients and brands as well as between the teams they formed and the outside world. It was a tenet relevant to all categories, but in particular the ones that ‘traditional’ field marketing teams populate. When the Field Marketing Awards first emerged in 2005 the main brands were hopping contracts from agency to agency, sometimes blindly and neurotically. Some leading manufacturers were jumping in with agencies that were fogging the results so strongly that no one really knew where the famed eyes and ears of the brand were. Technology enabled reps, the recession and, to an extent at least, these awards, have combined to edge some less accountable field teams off the board all together. The result has been longer and more frequently renewed contracts between clients working with identifiably professional and top performing agencies. These awards have helped by making clients the mainstay of the judging process, creating exacting criteria in consultation with clients and agencies and by publishing this annual magazine, which openly invites discussion about the winners. This year’s judging headache came in many categories but the problem is exemplified by the Team of the Year category that saw field teams from: ASUS, Electric Ireland, Ferrero, Freeview, Heinz, Nikon, Nokia, M&S, Mondelez, Molson Coors, P&G, Suntory, SSE, Ubisoft, all making the finals whilst others from a long list of the world’s biggest brands not making our shortlist. The category then went to the wire. The openness of our awards have made them very fair too, so that what the judges are looking for is very well understood. It is possible, but very difficult, to say that what Ferrero did was in some way better than what Heinz or Mondelez did and only our judging debate process and its collective consciousness can unearth the telling blow that helps a judging majority to declare a winner. We take the whole process very slowly and very seriously, one or two categories per day. Some of FMBE’s categories have been a victim of their own success. As a push for best practice field marketing, Team of the Year has won. It has now run its course under its current guise. Any one of the 2014 Teams would have walked off with an award ten years ago. They are all well trained, all deliver dynamic and transparent results. We have a field sales industry in the UK that we can be very proud of. ‘Team’ is amongst a number of categories that are due a criteria rewrite to change the dynamic for 2015. In support of the new dynamic we will be adding days and members to our judging panel – a panel who already represent an annual spend of over £100M in our industry. That such senior people give up their time and enter so passionately into our process, is something I am exceedingly grateful for. Frank Wainwright Awards Director
2014 FM & BE AWARDS 1
(job title as per May 2014)
Andrew Bodwick, Acount Director, SpaceandPeople Anna Templeton, director, Shuttlecock Annlouise Cawley, Experiential Marketing Consultant Claire Sutton, Marketing Controller Ryvita Clare McDougall, head of community and education, RWE npower Daniel Press, MD, Looking Glass Experiential Daniel Smith, business development manager, Troxy David Leith, Procurement Consultant Laura McFarlane, account director, experiential marketing, JCDecauxLive Emily Edwards Sales Manager - Brand Partnerships, intu Graham Sampson, client and commercial, Hothouse IWG Harold de Vries, Head of B2B Marketing, LG Electronics Kathy O’Neil, MD, O’Neil Recruitment Katie Baker, Retail Management Consultant, Samsung Electronics Kerry Alligan, Portfolio Commercial Partnerships Manager, Lend Lease John Bernard, director, global marketing, Firefox OS Liz Forte, marketing manager, Global Consumer Products-UK Starbucks Coffee Mark Elston, Commercial Excellence Manager, Molson Coors Mark Jones, Sales Development, Warburtons Nick Dew, director, Really Creative Media Nick Fennell, MD, Archway Management Nicola Harding, Account Director, FS Distribution Odhran Mc Alinden, Freelance Experiential Marketing and Project Management Penny Humphrey, head of marketing, Cathedral Group Philip Honour, group account director, Ingenuity ABM Polly Handcombe, event director Richard Hammond, author Smart Retail, owner, Smart Circle Richard Isom, Mall Retail and Brand Partnerships Manager, Land Securities Rory Sloan, consultant Sheonah Howlett, brand partnerships manager, Hammerson Sol Rogers, Managing Director, Rewind FX Steve Radford, MD, FieldStar Stuart Hetherington, MD, Holovis Susie Bennett, Senior Business Consultant, AIMIA Tom Burch, director, Projection Artworks Zoe Jackson, founder and MD, Living the Dream
CONTENTS 4 At this year’s awards The Field Marketing Categories 8 Outsourced Sales 10 Instore Sampling 12 Instore Demonstration & Instore Marketing 14 Field Data Cat & Tactical Marketing 16 Field Efficiency The Brand Experience Awards 16 Sponsorship Activation 18 Roadshow/Shopping Centre & Immersive Consumer Event 20 Immersive (Invited Guests) pt 1 & Targeting 24 Immersive (Invited Guests) pt 2 + Integration/Amplification 25 Interruptive The FM&BE Awards 26 Debbie Wilkes/ New Agency 28 Innovation/ Creative Sampling 30 Low Budget/ Niche 32 Display Unit & Product Launch 34 Brand Ambassador & Staff Performance 36 Operations Team & Team of the Year FMCG 38 Team of the Year (Non FMCG) 40 Special Awards (Brand Asset and Creative Campaign of the Decade) 42 Field Marketing Agency of Year 44 Brand Experience Agency of Year
• Instant Client Reporting Online and in Realtime • Tactical Sampling, Experiential, Brand Events, Audits & SKU’s • IVR, Online, Offline, SMS, ‘Look-Up’ & MMS • ‘Virtual Supermarket’ – Multiple Visits & Reports • Instant Summary Reports in any format with Charts & Graphs • Automated Staff ‘Recruit, Control & Chase’ Features • Fast (30 question responses per minute) Accurate, Flexible, Economical • Great ROI
Teletrack Developments T: 01268 513208 E: alan.walker@teletrack.biz W: www.teletrack.biz
Take a fresh look at your field sales options.
The PLATINUM AWARD Winners 2014
…”As Team of the Year, Field Sales Solutions and Ferrero showed us a step by step guide to building the right team ethos, equipping and training the team and delivering a staggering sales success... …best of breed… (&) …new level of professionalism across the field marketing industry”.
From time to time, it’s good to take a fresh look at things. At Field Sales Solutions we did exactly that – and the result is our fresh, new logo, representing our fresh new approach. We are THE field sales experts. We proactively maximise sales, distribution, visibility and activation. We provide long and short term partnerships. But most of all, we deliver return on investment – your sales are quite literally our business.
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Land Securities: the Five story
This year’s theme ‘Storytelling: Shades of Light and the Dark Arts’ celebrated the excellence that FM&BE skills bring to brands with a story to tell. Awards director Frank Wainwright comments: “Marketing and advertising sits alongside the creative arts in the UK. Our theme allowed us to reference the mystical and magical through the night with references to ritual, fortune telling and celebration. Our chief story teller, Warwick Davis brought comedy and film references to our stage and we told our stories on the night with food, magic, dance, soap opera, art and music.”
Party Ingredients Our caterers created a storytelling menu with a sea trip to an exotic island. Mango and seafood mocktales were followed by jerk seasoned lamb and vegetables, served inside mini pumpkins for the main course.
No FMBE Awards is complete without breaking a major news story and we were able to do this by launching Five in conjunction with lead sponsor Land Securities who also celebrated with our guests by offering £500 as a prize draw for Bluewater vouchers. An innovative new model for the experiential promotions industry, Five consists of five 5m x 5m spaces that facilitate engagement with some of the most affluent, brand-conscious consumers living throughout the UK. Five offers comparable spaces within Bluewater, Trinity Leeds, St David’s in Cardiff, One New Change in the City, and Buchanan Galleries in Glasgow. Five provides agencies and brands with simplicity, in terms of booking and approvals, consistency, due to the quality
Magicians and intu
At the event we were encouraged to ‘Experience some magic with intu’ and the giant shopping centre provider added to everyone’s night by providing a magic box with wand at every seat. intu also sponsored our magic performers including our amazing mind reader Alex Crow, fortune teller Imbaal and close up magician DC. For a view on intu’s magical shopping centres visit www.intugroup.co.uk or see the advert on pages 22 & 23 2014 FM & BE AWARDS 4
and dominance of the five locations, and opportunity, reflecting the strength of the five locations as brands and their ability to positively affect consumer behaviour. The significance of Five is reflected in its key statistics: the Five locations have an annual footfall in excess of 115 million, and the total comparison goods spend within the catchments of the Five destinations is £4 billion. Other benefits of Five are dedicated marketing support across the five sites, including via social media, as well as a specific focus on measurement and ROI. In addition, agencies booking Five will receive commission. For further information, contact five@bluewater.co.uk or five@spaceandpeople.co.uk.
Warwick Davis We just couldn’t think of a more appropriate presenter for our event than Warwick as superstar from all of the Harry Potter films, Return of the Jedi, Willow and
The Kitts Project
from TV’s Life is Short. Look out for him in a new Santa film and hosting Celebrity Squares this Christmas.
Vocal luminaries Brendan Reilly and Sharlene Hector, known for touring globally with Basement Jaxx headed this innovative dance act which allowed us to rock with the live band playing in conjunction with their DJ, who we showed off high above the dance floor on Troxy’s hidden second stage.
Voodoo Love Orchestra
Roaming the reception and working the play up stings through the award’s ceremony was this spooky band!
Tiki Men
Rewind FX
Our voodoo inspired Tiki giants flared their luminous eyes at our intrepid guests. Quite a welcome!
Visual arts studio, Rewind FX, demonstrated a range of 3D experiences using Oculus Rift Technology, including a chance to have a virtual go at a Red Bull Air Race.
Hothouse I Want Gets
Avantgarde
We wanted and we got! The giant throne by Hothouse, the best in the business at of books that gave Warwick a base camp making beautiful and imaginative brand through the evening and the oversize book stands and event props. lectern were made especially for the event
Avantgarde supported our Creative Campaign of the Decade LIVE, creating a studio at their offices for the live judging session. Details of the award on page 40.
2014 FM & BE AWARDS 5
Troxy
Living The Dream
Our new venue was very accommodating, very theatrical Zoe Jackson started Living the and allowed us to flourish and astonish. Dream in 2006 when she was 16 a decision that would help subsidise her own performing arts education whilst providing an outlet to her entrepreneurial ambitions. The company has worked with ITV, Vodafone and Virgin Media and now includes a dance school, company, Dream Foundation and Agency, all run by and promoting young people. awards ceremony and usher on awards host Warwick Davis with the FM&BE was delighted to open the talented dancers from the Living The Dream company.
Winning Chance
Table Settings Sponsor: CPM We’ve been driving Sales and Growth for our Clients for over 75 years We are an award-winning international sales agency specialising in field marketing, contact centre and digital marketing solutions with a proven track record of increasing and brand awareness for our clients by using insight to create influence & drive sales. CPM is in the business of people. It is the essence of what we do - our DNA - delivering our clients brands to their customers through our people with outsourced sales and customer care teams trained specifically for every campaign.
Our super gaming shop front was the work of sponsor Retail Marketing and their sister business Nexus Engage. Carefully crafted to stay on message with our storytelling theme, confetti exploded across the reception with lucky on-thespot winners of 3 LG Smartwatches and 15 Nokia Lumia 530s.
Pictures Experience
Our wonderful social media photos supporter got the online chatter going.
Will Murray Artwork for the set was the work of 14 year old Will Murray. Will has set an
exceptional benchmark which will see further young talents compete to create parts of the set for FM&BE 2015.
Mobile Technik A sponsor for 10 years, Mobile Technik used 2014 to announce a new creative and youth support FMBE Awards project for 2015!
Kreate Live
Shaun Williamson Eastenders star and Extras hit Shaun was a surprise reveal midway through the awards. Shaun is more than an accomplished presenter as he can sing, leading Warwick Davis and two interloping FM&BE guests in as surreal a version of Mustang Sally as you are ever going to witness. Shaun was a major lovable bonus on a night of surprises.
This year’s hosting team from Kreate was a tremendous success with team leader Jess keeping everything on track. It was an absolute pleasure working with the can-do Kreate team
Categories by Sponsor Extra information is available about our category sponsors on the following pages CACI & Natural Insight 8 Hammerson 32 Hothouse IWG 36 intu 20
JCDecauxLive 24 Kreate Live 25 Land Securities 42&44 Living the Dream 16
Mobile Technik Promologistics Rewind FX SpaceandPeople
2014 FM & BE AWARDS 6
24 28 28 18
Teamhaven Teletrack TIQ Troxy
10 12 18 40
Living the Dream Full-Page Advertisement (With Printers Marks and Bleed).pdf 1 06/11/2014 00:06:19
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Outsourced Sales Performance of the Year
David Jones, CACI and Stefan Midford, Natural Insight present the award to Powerforce
GOLD Powerforce, British Gas SILVER Contract People, British American Tobacco BRONZE Fizz Experience, Blendtec BRONZE REL, Nikon The challenge for the trophy It is always a weighty judging session and it saw some brave and single-minded sales teams going for it. In Silver was an honest assessment of the challenges facing a brand launch team in the dark market of cigarette sales in Ireland in which Contract People showed beyond any reasonable doubt what a difference a committed brand representative can make, in this case helping to grow Pall Mall sales, via a Roll Your Own launch in a rapidly declining market via good retailer relationships and distribution.
What stood out about the winning campaign? To help meet its ECO targets British Gas revived its Door to Door team by outsourcing to Powerforce. As a business British Gas is openly committed to not selling on the door step and so returning to Door to Door as a method of communication had to be delivered with skill from a highly responsible and well drilled street team. Judges’ acknowledged that the resultant activity was “D2D reinvented”. What did the judge’s especially like about the entry?
Taking bronze, Fizz and Blendtec showed how pure demo power – with a sales driven incentivised team could create a wholesale demand for a brand owner based in the US.
• ZERO customer complaints across over half a million customer interactions
Bronze also went to REL and Nikon for a team that showed how meticulous planning and training created the right rep for the right environment, and getting the best of its store and brand ambassador relationships as a consequence.
• Conversion rate of 83% lead submitted vs confirmation of a valid lead
• 100% compliance to reporting requirements
•Conversion rate of 57% valid lead to carbon saving measure – this translates to a total carbon saving of over 6.3 M kgs of CO2 emissions - the equivalent of removing over 1909 SUV’s from our roads in a year.
Contact CACI now if you want to know how we can help you achieve more calls and assignments for 50,000 better calls by providing the field personnel, allowing best-in-breed solutions in field force planning and workforce agencies to – • D ynamically schedule management. retail activity +44 (0) 121 788 5900 • E nsure tasks and surveys are executed ffp@caci.co.uk www.caci.co.uk/fieldforceplanning consistently and
platform Sponsor: CACI management has been used to carry & Natural Insight out 20,000,000 retail Who we are CACI has a heritage in providing solutions to enable FM agencies to – • I dentify areas and stores of high potential • A ccurately assess required headcount • O ptimise territory structures • C reate efficient call schedules
Natural Insight’s cloud-based workforce
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• T rack check-in times and location of field personnel • A nalyse and measure quality and cost by project
Increase the effIcIency and effectIveness of your fIeld team Achieve more store visits and improve in-store execution thanks to CACI and natural Insight’s partnership. CACI provides top of the range field force planning solutions. Natural Insight is a cloud-based workforce management platform that has been used to carry out 20,000,000 retail assignments for 50,000 field personnel. Together we can help FM agencies to: • • • • • •
Identify areas and stores of high potential Accurately assess required headcount Optimise territory structures and journey plans Dynamically schedule retail activity Ensure tasks and surveys are executed consistently and professionally Track check-in times and location of field personnel
FInd out now how wE CAn hELp you CALL
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ffp@cacI.co.uk
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Size doesn’t matter‌ performance does. GOLD Outsourced Sales Performance of the Year Field Efficiency Award
SILVER Field Data Award
BRONZE New Business Award Agency of the Year Thank you to all of our clients and colleagues for yet another stellar year. To find out what makes us different get in touch. Julia Collis 07824 622122 juliac@powerforcegb.com www.powerforcegb.com
Most Effective Instore Sampling GOLD CPM, Asda SILVER Merchandising Sales Force, Plenty BRONZE Cosine, Lindt The challenge for the trophy Accountability is all in this category and the depth of detail and insight provided by CPM and Asda was overwhelming – pushing aside top class competition with Plenty in Morrisons and Lindt in Sainsbury’s being heavily praised by the judges. For Merchandising Sales Force the awards saw a return to form following the agency’s acquisition by eXPD8. Judges were impressed with the long term sales uplift driven by the shopper experience.
CPM and Asda receive the award, sponsored by Teamhaven
Taking bronze, Cosine has an immense reputation in this category impressing with a two ambassador sampling approach to generating Christmas sales for Lindt.
Sponsor: Teamhaven TeamHaven is a leading web and mobile data collection, field management and reporting solution designed for brands and agencies working in the retail channel. Designed for ease of use, TeamHaven is a powerful and versatile application suitable for all types of field activity including field sales, merchandising, mystery shopping, demonstration
What stood out about the winning campaign? The winning entry is confidential, but this work, promoting Asda own labels, Extra Special, Chosen By You and Butcher’s Selection saw judges recognise a step change in the store’s commitment to sampling as a vital part of its shopper experience. What did the judge’s especially like about the entry? The use of market research in addition to masses of campaign data showed a level of commitment to the shopper experience above and TeamHaven_advert_02.pdf 1 18/03/2014 14:56 beyond sampling.
days, audits, POS installation and all field activity. As a ready to use solution, there are no set up fees or management costs and clients are offered a free no obligation trial. TeamHaven will help you increase sales, lower costs and radically improve efficiency. As a truly global solution, TeamHaven is supporting brands and agencies across 57 countries in their own languages, whilst processing more than 6
million retail visits a year around the world. For more information and to discuss your free trial, please contact steve@teamhaven.com
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2014 FM & BE AWARDS 10
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Most Effective Instore Demonstration GOLD Big Picture, Canon SILVER iD, Sage Appliances BRONZE REL, Nikon The challenge for the trophy The top three in this one pitched the top two teams in cameras and imaging against the shopper facing expertise of an iD team representing the Heston Blumenthal endorsed kitchen appliances from Sage. Judges loved the multiple objectives, and consequent results of iD’s work that saw the dual pillars of sales and awareness being delivered with intelligent communicators who brought alive the lifestyle relevance of the Sage appliances. 4,000 live demonstration days across 30 premium department stores including Harrods, Selfridges, John Lewis and House of Fraser saw £7.2million in product sales. The recently established Nikon team were very unlucky to come up against the unveiling of a Canon team who have benefitted from years of experience in shaping and developing their team to stay relevant. As with the sales category, judges were impressed with REL’s meticulous training and also the way in which shopper cycle research was used in order to enable reps to focus on solutions based selling. What stood out about the winning campaign? In the end the Canon team simply had it all – the same clever use of exterior
factors that both Sage and Nikon brought, the same step up to broadly knowledgeable brand ambassadors. But they did it with an even greater focus on the consumer experience and NPS scores alongside a cohesive plan that helped Canon stay ahead of the very wellorganised competition. What did the judge’s especially like about the entry? An app that Big Picture developed for reps to use demonstrated some imaging advantages – such as optical zoom - that were not possible to demo effectively in the store environment – showed a very clear understanding of the challenges reps face. Big Picture’s intuitive and intelligent app, shown as a video in the entry – is being rolled out globally as a key part of Canon’s sales demonstration kit.
Sponsor: Teamhaven
Most Effective Instore Marketing GOLD NOP Global, Acer SILVER Retail Marketing, LG BRONZE Logobrand, Wrigley The challenge for the trophy A tough category to judge saw a top three that included two agencies with a strong reputation for store relationships, Retail Marketing and Logobrand. For Logobrand an ongoing battle to win the client’s business in Tesco stores – sure they could outperform the incumbent - finally led to the team being tested based on the excellence of their instore proposition. Logobrand had to rise to their own highly set bar of expectation and surpassed it, proving that a one size fits all approach was not appropriate for Wrigley across Super, Extra and Metro stores. That was 2013 and the successful team is currently planning its 2015 work. Retail Marketing and LG is a proven FMBE-winning force and this year showed how highly trained brand ambassadors have been able to
maximise the store environment to sell top end ICON TV products. What stood out about the winning campaign? NOP and Acer showed that field marketing techniques well known in the UK can have a dramatic effect when intelligently applied to an emerging market for the brand, in this case The Philippines. This is not the first time that FMBE has seen core field management techniques being effectively exported to other markets, including South East Asia but never before with such an obvious upturn in fortunes for the brand in question. What did the judge’s especially like about the entry? Acer’s share of voice, which is the percentage of all in-store POSM and displays carrying the Acer brand, increased by up to 13% on average in stores nationwide.
Alan Walker, from sponsor Teletrack receives the award from Warwick Davis on behalf of NOP Global, who were called away just before the award’s ceremony.
Big Picture win the award, sponsored by Teamhaven
Sponsor: Teletrack Developments Teletrack Developments is the market leader for all UK, European and Global Survey reporting requirements. It is a complete “onestop” on-line reporting solution that delivers real-time results directly to you within seconds of field staff reporting, with full project management facilities to enable complete control
2014 FM & BE AWARDS 12
and removing all human error from every campaign. The unique ELearning feature provides on-line campaign briefing and field staff are controlled
remotely via automatic SMS text and email enabling 100% survey completion. Teletrack is the only fully hosted reporting system currently available, is in full development, and designed and maintained specifically for the Field and Market Research sector. For further information call Alan Walker on 01268 513222
Field Data Award
Most Effective Tactical Marketing Campaign
GOLD Cosine, D anone Nutricia Early Life Nutrition SILVER Powerforce , British Gas BRONZE REL, Molson Coors The challenge for the trophy One of the hardest fought categories there were several store optimisation entries on the shortlist and a quite a few efficient call file case studies were admired by the judges. The Gold Silver and Bronze winners all shared the data led performance values in keeping with the rest of the shortlist but all 3 had a little bit about them that broke new ground for field marketing. Molson Coors’ success was its blend of internal and external data and insight, including him! research and Salesout. com data to help bind the team around a full commitment to put data at the core of every field marketing action taken and leading to very accountable visits.
GOLD Logobrand, William Grant & Son SILVER REL, Mondelez BRONZE REL, News UK The challenge for the trophy
These two would take some beating, but the Cosine and Danone Nutricia Early Life Nutrition case study won unanimously by showing how retail insight and data analysis from the field marketing agency could help inform management decisions in order to maintain product availability. The entry detailed several business critical decisions that showed what one judge described as ‘the ultimate partnership between the manufacturer and the agency.” What did the judges especially like about the entry?
“Cosine have established a key partnership with Danone Nutricia Early Life Nutrition over the last year and became a trusted partner, helping us to make the right business Taking Silver, Powerforce’s bespoke decisions. Their retail insight and database and data collection service interactive analysis tools enabled helped reinvent door to door with a new us to track and closely monitor relevancy and the system helped to product availability in store so we reduce lead acquisition costs by 88%. could respond quickly to changes in What stood out about the winning demand” Oliver Chalmers Sales and Project Manager Danone Nutricia campaign? Early Life Nutrition.
REL and Mondelez were defending champions here and somehow did manage to convince judges that they had improved on 2013’s win with another big leap forwards. But they came up against a seasoned FMBE performer in Logobrand and an exceptional study in driving tactical success through streamlining the call file for William Grant & Son (then First Drinks). REL also showed off the versatility of Field Marketing tactical campaigning with instore grocery FSDUs winning business for Mondelez contrasting with comprehensive independent shop support for News UK brands The Sun and The Times with a major refit project that saw 8000+ newsagents getting a major makeover in a project that took 5 months to deliver.
Cosine win 2014 FM & BE AWARDS 14
What stood out about the winning campaign? Logobrand’s activity was focussed on a specific day – Father’s Day - and a specific store group, Tesco. The award entry showed the coming together of people, data, determination and negotiation, all from the top drawer. Individual case studies show that where Logobrand negotiated incremental secondary displays this drove an average uplift of 60% volume sales. Logobrand supported the entry with detailed store by store data. What did the judge’s especially like about the entry? Overall ROI returned was £11.55 to every £1 spent.
Logobrand win
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Field Efficiency Award
Most Effective Sponsorship Activation
GOLD Powerforce, British Gas SILVER Orchid, Twentieth Century Fox BRONZE FMI, Electric Ireland BRONZE REL, News UK The challenge for the trophy Bronze here for FMI and Electric Ireland represented more than it my first seem as this is the first FMBE award win in a debut year for the agency. This highly effective tem was unlucky to come up against the British Gas case study that so universally impressed our judges across category. Margaret Hayden, sales channel manager, Electric Ireland appraised her agency: “Over the past three years our relationship has grown and evolved with FMI and in 2013 we cemented our partnership as they have been invaluable in representing our brand and our values at Electric Ireland while delivering sales. In a highly competitive market FMI continue to take a proactive approach which helps shape our sales strategy. We look forward to this continuing into the future.” REL and News UK was also a popular story with our judges in this category and beyond and this category saw them show their doubled call file and bigger team requirement (a 16 increase) to beat bigger KPI sales targets in independent retailers, all against the backdrop of a market in decline. Silver and gold went to a split decision, with judges torn between the in depth relationship that has grown over time between Orchid Field Marketing and 20th
Century Fox Home Entertainment (TCFHE) and the fresh invention of Powerforce and British Gas, who just won the day with a 60:40 vote in their favour. However, Orchid’s paper, showing the legacy of their client relationship wowed judges with the clear vision of the sector underlined by week one sales of all TCFHE new release products which achieved 7.3% increase on sales versus 2012/13 - directly attributed to the actionable insight provided by Orchid. What stood out about the winning campaign? 85 field reps generated an estimated 51,000 data records per day of the activity. What did the judge’s especially like about the entry? “The launch of the ECO team in 2013 was exceptional. The decision to return to a doorstep approach was taken very seriously and it was crucial that we selected the right partner who could not only understand our challenges but could provide effective and measurable controls to ensure a first class customer experience. Powerforce demonstrated a significant depth of understanding of project requirements, alongside a range of comprehensive solutions, that effectively met our needs” James Brown, commercial head of CSCO and Internal Channels, BGNE
GOLD Sparkle Productions, Dave SILVER Wasserman, Vodafone BRONZE RPM, Strongbow The challenge for the trophy Strongbow’s new direction, created and managed by RPM using sponsorship of Tough Mudder events was impeccably delivered with RPM’s trademark exactitude and passion and will surely win further accolades. It came up against a major trendsetting event in terms of Wasserman and Vodafone’s multi-sensory New Year and one of the most comprehensive sponsorship brand associations between TV channel Dave and comedy.
The sheer indelible link evidenced in words, video and data that show precisely how a comedy project and TV sponsor have been able to thrive together by embracing the fan base and making events happen. There are now 640 festival events. The sponsorship is held to account by Dave, with a stated ROI of £5.62 per £1 invested What did the judge’s especially like about the entry?
A virtuous circle in a programme with annual improvement and growth. Dave’s investment has enabled +105% more Wasserman’s silver showed how talent including Bompas and Parr was enlisted festival events in 2014 than 2012 (640 in 2014 vs 312 in 2012), enabling more to make flavour and scent align with new acts than ever before to perform. The projection and colour to create a New UK Pun Championships, initiated by Dave Year’s Eve fireworks celebration like for 2014, now provides comedians a new no other, all linked back to the sponsor brand via amplification of the event using talent competition to participate in and gain national recognition by and will return a Vodafone app. in 2015. Awareness back to Dave has also What stood out about the winning doubled, for instance, with 100,000 now campaign? accessing podcasts vs. 41,000 in 2012.
Powerforce and British Gas win
Zoe Jackson, Living the Dream presents the award to Dave’s Festival activation team
Sponsor: Living the Dream See our advertisement on page 7
2014 FM & BE AWARDS 16
Sparkle Productions advises agencies and brands on how to use and deliver comedy in all forms of marketing activation, by providing; content production, event production, event/tour/festival/content sponsorships, artiste endorsement, comedians as copy-writers, strategic planning in using comedy as a marcomms platform, project management and evaluation.
To get comedy right 1st time in your campaign, contact the award winning experts in branded comedy. Sparkle Productions Ltd. Mayfair Point, 34 South Molton Street, London, W1K 5RG email: caroline@sparkle-productions.com tel: 0207 344 9700 1st class branded comedy since 2005
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Most Effective Roadshow/ Shopping Centre Tour
Most Immersive Event (Mass Consumer)
GOLD The Field, Assassin’s Creed IV SILVER SGA Productions, Haribo BRONZE Avantgarde, Zeo BRONZE The Circle Agency, O2 Priority
GOLD psLIVE/ Carat Sponsorship, Tourism Ireland SILVER psLIVE, British Airways BRONZE TRO, Nissan
The challenge for the trophy
The challenge for the trophy
What stood out about the winning campaign?
The battle of these campaigns that all champion effectiveness first, nevertheless saw some nice creative connections too. For Circle and O2, judges witnessed a partnership between O2 Priority and seasons at Bluewater Shopping Centre that adds value to both businesses providing a Wi-Fi connection for shoppers and creating awareness, use and take up of O2 Priority. The campaign impressed with its year round commitment coupled to surpassing a series of stringent KPIs for O2. The campaign is demonstrably working for retailers, shoppers and O2. For soft drink Zeo the Avantgarde team showed that sampling elevated with good storytelling and a horseback stunt in London could bring about a successful brand launch that led to strong engagements with one major gain being a new product listing at Tesco. In silver for SGA the big bag tour saw giant sweet bags deployed as immersive brand environments, each aiming to create multisensory experiences for the participants.
The journey from meticulous location and roadshow planning through to trial, awareness and purchase followed a clear logic. Assassin’s Creed targeted 18-24 year old men at Student Unions saw 36 per cent of those trialling making a purchase with a further 42 per cent claiming intent to purchase. What did the judge’s especially like about the entry? Ombeline Wallon, senior brand manager, Ubisoft said: “The ACIV Black Flag SU Tour once again highlighted thefield’s strategic and creative expertise. From a targeted pre promotion that effectively engaged with Students, the design and production of beautiful and relevant gaming pods, through to the integration of clever purchasing and social sharing mechanics. The tour delivered significantly on enhancing brand perception, recommendation, intent to purchase and social sharing.”
Andrew Bodwick from sponsor SpaceandPeople presents the award to Thefield team
There were many twists and turns in the judging that saw many good contenders on paper falling away when visuals and video were examined in detail. The category was a marathon not a sprint as our panel spent all day deciding it, finally whittling down to a top three from a long list of good contenders. In third place, TROs sublime reinvention of the Innovation Station for Nissan, undoubtedly immersive and clearly progressive use of Nissan’s brave investment in a semi-permanent brand experience at the O2. But the judges were beguiled by the top two, both entered by agency psLIVE and both immersive evens in very different styles. For British Airways the intelligent repurposing of fairground equipment at Brighton beach saw the most spectacular dinner in the sky experience take off, with airline cabin crew adding the finesse and style whilst down on ground a beach party was taking place. Sophie McKinstrie, senior marketing lead. British Airways testified: “#BABeachside was an integrated brand experience, which brought British Airways’ service style to life in an experience which inspired visitors, customers and the media. The campaign measurably
increased social media presence, sales enquiries and awareness for British Airways in the Gatwick catchment area. Well done to all involved.” What stood out about the winning campaign? “Shenanigans”, the Tourism Ireland project, was a single day’s activity at Bestival capturing the youthful and vivacious side of Ireland’s city break options for a music loving energetic demographic that it wanted to ‘craic’. An Irish pub front hid an immersive 20 minute experience that flew participants through an Irish journey, visiting the music, sports and arts before landing back at Bestival via a photo booth. The social media stats and a client testimonial details a spike of interest and bookings indicated a job that was very well done. What did the judge’s especially like about the entry? A one off event, the activity showed that even without a season long budget or commitment, the right brains and the right creative could tap straight into the festival psyche and prove the worth of immersion in a very credible way. Social media and press bore that out with NME and the Guardian leading the way with their positives.
Kerry Alligan, from TIQ owners Lend Lease, presents the award to psLIVE
S&P Plus offers the experiential agency sector tools and services to maximise As the media owner brand brief (depending the effectiveness of campaigns including of promotional spaces, on campaign objectives, access to venues, vehicles and other SpaceandPeople offers demographic profile of target logistics through a simple campaign consumer brands the market and geographical planner and one point purchasing system opportunity to promote their requirements). available on its website. The team has in-depth products through direct To find out more: knowledge of high footfall consumer engagement. T: 0845 130 9703 Experts in their field, the venues (including shopping E: fmbx@spaceandpeople.com Brand Ex team members centres, garden centres, W: www.spaceandpeople.com work closely with their city centres, retail parks and travel hubs such as St clients, using their years Pancras International) and of experience to tailor recommendations of suitable how to maximise experiential venues to the agency and activations within these.
Sponsor: SpaceandPeople
Sponsor: TIQ The International Quarter (TIQ), Stratford, is a development space by the QE2 Olympic Park that is establishing a new metropolitan business district for London that is thriving, sustainable, successful and inclusive.Alongside its business and lifestyle objectives, TIQ is fast becoming one of the elite event spaces in London hosting the Champions League
2014 FM & BE AWARDS 18
Festival, Longines Global Champions Tour show jumping, F1Fanzone and more in 2013-2014.
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Most Immersive Event (by Invitation – larger events) GOLD TRO, Lucozade Sport SILVER The Field, Xbox One BRONZE BEcause, British Gas BRONZE Slice, Lynx Apollo The challenge for the trophy The ‘invited guests’ category saw a big step up in class this year and saw two golds awarded. Invited vs. mass consumer is an important distinction in experience marketing that isn’t seen in other awards, It is clearly a different challenge impressing participants who are expecting a brand event, or attending an event through work vs. grabbing the attention of passer’s by. This was the battle of the bigger invitational events. For Slice and Lynx this was a different result for a team that had already won gold in a major experiential category elsewhere but against the strong competition and our immersion criteria it just fell short with FMBE. Nevertheless the judges heralded the move to create and film a gameshow live at Westfield’s shopping centre as brave and of course the allure of the major space mission prize was very compelling. BEcause and British Gas impressed with its high energy dance extravaganza, also played out in front of an audience of shoppers. The more grass roots prizes at stake for participating schools were clearly just as engaging for the participants and shoppers loved the pizzazz on show. The top two were long debated. The silver winner made one very bold decision and went with it. XboxOne was positioned as an ‘All in One’ future proof console and pre-launched with a PR strategy that downplayed gaming as the expected core capability – a very different message from the key rival PlayStation. Some gamers weren’t impressed and this immersive campaign combatted that by giving the most influential members of the gaming community hours and hours on the new Xbox. In the hands of an agency that clearly knows ‘gaming’ inside and out a bold and highly focussed product led immersion paid huge dividends
with 13,372 core gamers and brand influencers spending an average of over 3.5 hours each at the brand experience event. What stood out about the winning campaign? This was a cracking winner with Lucozade Sport truly tapping into the amateur football player’s psyche by inviting teams to play 5 aside in Brazilian conditions during the World Cup for a brand with no World Cup rights. The Canary Wharf-based Conditions Zone was sports science hydration led from the off with guests providing urine samples on arrival, through to a stats zone on departure. Some players had sweated up to 2 litres in the course of a 50 minute match. 1,463 players went through the experience delivering wonderful social media amplification figures. An additional 300 media attended the launch event. What did the judge’s especially like about the entry? 90% of coverage included the conditions in context of Lucozade Sport. Almost every national newspaper either attended or covered the launch, using the space to get a ‘feel for Brazil’, and an understanding as to why fuel and hydration would be such an important issue for the England Team. Significant media coverage was achieved with highlights including Good Morning Britain live weather reports every half hour broadcast live from the Conditions Zone and BBC Sports coverage from the pitch.
Sponsor: Mobile Technik
Most Effective Targeting GOLD House of Experience, Western Union SILVER Miss Jones and Co, Campo Viejo BRONZE Sense, Glaceau vitaminwater BRONZE The Circle Agency, M axiNutrition Muscles The challenge for the trophy The category had some real talking points, not least with some breakthrough ‘extreme targeting’ shortlisted in terms of the entries for BlackBerry and Glaceau vitiminwater, both of which featured handpicked sample recipients regarded as key brand influencers by the brand, and sampled in order to harness word of mouth and online amplification. The category can expect to see more of these next year and a slight step up in terms of accountability versus the exceptional accountability of the gold and silver winners would be very interesting to our judges. The bronze for MaxiNutrition Muscles was a good one proving clear straightforward targeting can really do a job for the brand. The campaign reached out to likely consumers using rugby clubs and gyms, was allied to an ECRM data programme and harnessed Youtube to good effect. The silver winner showed how to target within an event, attracting the most enthusiastic wine drinkers at the Campo Viejo headlined Streets of Spain festival by giving them a unique scientific colour and taste trial to participate in. Miss Jones and Co impressed both with the top line sponsorship activation that drew huge crowds to the festival and the quality of the experience within the festival that made the wine the event hero both on social media and in traditional PR reporting.
Western Union, House of Experience wrung the absolute maximum from a limited budget by ethnic targeting using low key experiential events. Targeting was by data selected locations, Lewisham and Croydon, together with knowledge and insight into the Caribbean community. Football hero John Barnes was brought in to add celebrity relevance to a football themed experience. What did the judge’s especially like about the entry? Transactions from the Caribbean community were down by -3% versus the previous February in 2013. The objective of a new £2.90 pricing launch was to achieve +12% growth in transactions from 2013. • Lewisham is currently tracking at +17% vs. last year transactions. The Croydon region is currently tracking +16% vs. last year transactions. • 281,000 Twitter impressions to the Western Union and John Barnes official Twitter page. • £120k media value coverage in regional and Caribbean press including coverage in The Voice, Jamaica Times and The Phoenix, all key Caribbean titles Amrik Sanghera, Marketing team - UK, Ireland & Nordics, Western Union said, “House of Experience had a direct impact on the increase of transactions amongst our Caribbean audience. They targeted key locations scientifically and produced a successful integrated campaign on time and within budget. They exceeded all of our performance measures and left a legacy in our key trading corridors.”
What stood out about the winning campaign? An outstanding winner, the targeting category proved the perfect platform to show off a campaign that our judges felt would have been mistakenly overlooked in a broader experiential category. For
Sponsor:intu Billy Smart, Mobile Technik presents the award to TRO and Lucozade
At intu the magic is continuing at our shopping centres nationwide through Christmas and the year ahead. Congratulations to all of the winners and finalists seen at FMBE 2014. We will look forward to working with you. www.intugroup.co.uk
2014 FM & BE AWARDS 20
Emily Edwards, intu, presents the award to House of Experience
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FMBE_DPS_v2.indd All Pages
intu Eldon Square 700,000 weekly footfall* 61% ABC1, 67% female
intu Braehead 350,000 weekly footfall* 51% ABC1, 76% female
intu Metrocentre 500,000 weekly footfall* 53% ABC1, 73% female intu Victoria Centre 465,000 weekly footfall* 53% ABC1, 74% female intu Broadmarsh 300,000 weekly footfall* 44% ABC1, 73% female intu Chapelfield 240,000 weekly footfall* 60% ABC1, 69% female
intu Trafford Centre 600,000 weekly footfall* 66% ABC1, 79% female intu Potteries 240,000 weekly footfall* 51% ABC1, 75% female intu Derby 465,000 weekly footfall* 54% ABC1, 63% female intu Merry Hill 450,000 weekly footfall* 53% ABC1, 61% female
intu Lakeside 500,000 weekly footfall* 56% ABC1, 76% female
intu Milton Keynes 330,000 weekly footfall* 71% ABC1, 76% female intu Watford 350,000 weekly footfall* 71% ABC1, 68% female
intu Uxbridge 250,000 weekly footfall* 58% ABC1, 82% female
intu Bromley 350,000 weekly footfall* 69% ABC1, 81% female
Estimated weekly footfall
*
11/11/2014 11:56
Most Immersive Event (by Invitation - smaller events)
Most Effective Integration/ Amplification
GOLD TBA, Samsung SILVER GMR Marketing, Ardbeg BRONZE Flourish, Youtube
GOLD Haygarth, Gillette SILVER Avantgarde, Npower BRONZE RPM, Cadbury
The challenge for the trophy
The challenge for the trophy
The Bronze and Silver winning events were the ones that everyone wanted an invitation to, the gold winner not so much!
As a result of Brandcast, brand owners subsequently signed up to the YouTube platform – to the extent that YouTube’s sales teams surpassed their annual sales targets from the brands who attended Brandcast in just two weeks.
Much of the judging talk surrounded What stood out about the winning pure immersion vs immersion with truly accountable results. There was no doubt campaign? in our judge’s minds’ that GMR’s event Showcasing Samsung’s retail and for Ardbeg was at the absolute pinnacle hospitality technology to 250 client of immersion. guests from Borrowing those sectors in Catherine Hazelden, Frank its concepts just 3 days of Publishing collects the from a travel activity saw TBA and tourism build a hotel award on behalf of TBA familiarity trip, layout and retail Ardbeg brought street at blank one helicopter canvas venue load of valued B1, Shaftesbury writers and Avenue and bloggers to its create an island heritage event script and put them that walked up in yurts from attendees which to inhale through the the Scottish air unique benefits and to follow the Samsung the tradition of brings in a returning the creative and whiskey to the imaginative way loch. with every space interactive. Ardbeg fell Star presenters short in our included Alex competition as, Polinski. although a 5:1
In Bronze, RPM’s next level refresh of Cadbury’s Easter Egg Trails brought a known FMBE award winning campaign back into the winner’s enclosure. FMBE regular readers will have become familiar with the basic strategy of this campaign through the years – the National Trust walks have become an Easter landmark event for many families. RPM’s update gave Cadbury a fully integrated and cohesive campaign approach, encompassing in-store shopper activity, website and social media as well as the live activity. Winning silver the live event for Avantgarde and npower was nice enough – the delivery of a special wishes Christmas Tree, the Tree of Light, in the heart of London to embody npower’s 10 year support of the Macmillan Cancer Trust, but the amplification made it, allowing the stories of 7000 dedication baubles – placed on the tree directly and via a mirco-site in memory of loved
ROI though PR What did generated was the judge’s impressive our especially judges felt it like about the didn’t cover all entry? available bases in terms of justifying such £1.7M in product orders in the week intensive event immersion – especially in following the event alone and £9.3M competition with our gold winner. product conversions in the 4 weeks Taking bronze the all-star Youtube following the event saw Samsung keen Brandcast event created by Flourish to reuse the event concept for targeting saw 500 brand clients immersed in a other sectors. glittering night of exclusive performances.
Sponsor: Mobile Technik Mobile Technik brings the visions for creative, memorable and effective campaigns to life through pop-up experiences and brand environments. From small trailers ideal for sampling campaigns and brand profile through to expandable units that triple their floor space at the touch of a button for exhibitions, conferences and training in unique locations, the company supports all events with expert logistics and project management. Mobile Technik has been a proud sponsor of the FMBE Awards for the last 10 years and in 2015 is
partnering the event and Field Marketing to launch a new accolade that champions the creativity of UK brand teams, giving companies and their young rising stars the chance to shine. Mobile Technik is dedicated to providing career opportunities to young talent and intends this award to recognise others who do the same.
ones – to really allow the cause to resonate. Fronting the campaign, Clare Balding was described by our judges as “Inspirational.” What stood out about the winning campaign? A well supported winner, Haygarth and Gillette have left no stone unturned in terms of both media integration and social media and traditional PR amplification for this Movember campaign. The pop-up touring barber’s shop plays home base to a month of broadcasts, spin-off events, special invites, guest appearances, competitions and more, all tied back to on pack promotions and sales. No part of the activity fails to chime with the chums at play atmosphere and the campaign effort and precise presentation is born out in the results with bold KPIs being surpassed. What did the judge’s especially like about the entry? Confidential results were provided that fully justified all aspects of the investment for Gillette and worked wonderfully for Movember.
David Lambert, JCDecuaxLIve (left) presents the award to Haygarth
Sponsor: JCDecauxLive JCDecaux, the UK’s no. 1 Outdoor advertising company, launched their experiential division in 2013, JCDecauxLive. JCDecauxLive offers clients a ‘one-stop-shop’ for experiential, reaching audiences at multiple venues across the UK. JCDecauxLive has exclusive contracts across Network Rail and train stations, the London Underground, Heathrow Airport and iconic locations, from Covent Garden to Canary Wharf. As part of JCDecauxLive’s unique proposition, the company offers clients the unique opportunity to link experiential activity to high-profile largeformat digital screens in premium environments
2014 FM & BE AWARDS 24
nationwide, including the UK’s largest indoor adverting screen, Motion@Waterloo. Over the past year, JCDecauxLive has facilitated engaging multi-dimensional campaigns that harness the latest in social media for brands such as: Dove, Lurpak, Cadbury and ITV. WEBSITE: www.JCDecaux.co.uk/live TWITTER: @JCDecaux_UK EMAIL: jcdecauxlive@jcdecaux.co.uk
Most Effective Interruptive Campaign GOLD Arnold KLP, Pepsi Max SILVER The Circle Agency, M axiNutrition Protein Milk BRONZE TRO, BMW
The challenge for the trophy Interrupting the consumer with something that they didn’t expect is one thing. Getting them to report back favourably is another. All three of these did that. With pop up shops for BMW and Mini, TRO’s work is at the forefront of formalising a consumer trend. Once upon a time automotive showrooms popped up in shopping centres in order to direct shoppers to dealerships but now the retail aspect of the dealership was popping up for 6-8 weeks at a time and directly delivering the right results in terms of test drives and sales, whilst also selling branded merchandise. In silver was a classic piece of consumer journey subversion with a campaign that would win the creative sampling category for Circle and MaxiNutrition. What stood out about the winning campaign? Arnold KLP’s work with Pepsi Max and the magician Dynamo was a clear winner in this category. A levitation stunt caught the attention of the public, press and PR but it was also just Frank Publishing’s Ryan the way in to a major positioning of Morris collected the award the brand carried for Arnold KLP through at festivals, in stores, via TV show sponsorship and on 90M packs in store. What did the judge’s especially like about the entry? The stunt delivered a number one UK viral whilst the on pack campaign, a week later, also delivered participation records. The entry quantified the activity with excellent (confidential) sales results.
Sponsor: Kreate Live Kreate specialises in implementing and staffing experiential campaigns, assisting with the planning, content creation, delivery and evaluation of outstanding live events. Kreate provided the hosts and hostesses for this year’s FMBE awards with a team that Award’s Director Frank Wainwright hailed as “Exceptional - a very good can-do attitude.”
Canary Wharf
London Waterloo
www.jcdecaux.co.uk / jcdecauxlive@jcdecaux.co.uk / 020 7298 8000 2014 FM & BE AWARDS 25
New Agency of the Year GOLD Channel Assist SILVER The ShopSmart Agency BRONZE Slingshot Sponsorship The challenge for the trophy The New Agency of the Year Award lost traction 4 years ago when new agency projects dried up significantly leaving behind some worthy winners but not much strength in depth. So the New agency category has rolled into the new business award – a way of continuing the legacy of an important entrepreneurial marker without having an FMBE award category short on strong competition. That was palpably not the case this year with two especially impressive entrants leading the way of which gold winner, Channel Assist also took gold in the new business category. Winning gold and silver in the category both Channel Assist and The ShopSmart Agency launched with teams that have an impressive track record in Field Marketing and have solid backing. Both can expect to make a major impact on the field marketing scene – in truth have already done so. It was an unfortunate outcome for bronze winner Slingshot Sponsorship and fourth placed Motion Experiential, both of whom have made excellent and innovative starts and are known to have a growing reputation amongst clients. Tarek Boudoir, head of marketing, Europe, Toshiba said of bronze winner Slingshot, “Slingshot were instrumental in providing the sponsorship opportunity and helping to leverage the asset in the most innovative way possible, whilst supporting the core objectives of fundraising for Mencap and ensuring that our presence added value to the experience of those attending the concerts. We can’t wait to work with Slingshot again!” Winning silver for new agency, The ShopSmart Agency outlined its successful handling of core client Arla which from 2013 to 2014 has grown in scale of field activity by 40 per cent against the context of a fast growing agency that evidenced rapidly growing revenue and a range of consumer brand gains.
Debbie Wilkes New Business Award GOLD Channel Assist, Panasonic SILVER The Circle Agency, MaxiNutrition BRONZE Powerforce, British Gas
What stood out about the winning campaign?
The challenge for the trophy
The clarity of the new business challenge and consequent solution presented to Channel Assist impressed judges. Channel Assist approached Panasonic in January 2013 to run their 35 strong Dixons Promoter team for the Viera product range. Panasonic were not actively seeking a new agency partner however Channel Assist created an unsolicited proposal and delivered this to Panasonic after which we were invited to formally pitch for the business. With Comet closing, the market opportunity for AV within Currys stores had significantly increased. At the same time Dixons Retail had started to monitor and assess the quality of Promoter teams in store both in terms of their ability to sell their specific product range and their ability to sell in a compliant manner in line with Dixons own sales processes.
Channel Assist’s gold was hard fought in the new agency category. Here it was pushed even harder with judges able to scrutinise two agency-brand relationships in silver and bronze that would also be multiple award winners in other FMBE categories. In Bronze judges saw the door to door case study with British Gas that had already struck gold for Powerforce in Outsourced Sales and Field Efficiency. In silver was the very successful MaxiNutrition team which saw individual campaign success at FMBE 2014 for its Muscles and Protein Milk products. The entry also evidenced Circle’s work for MaxiFuel and Maxitone and showed how the cumulative successes had
As such Channel Assist built a solution to maximise the sales opportunity for Panasonic and which resulted in the agreed campaign objectives as follows: • Grow sales volumes by 25% YOY • Achieve more sales on sell-up models with higher ASPs • Improve the exit of 2013 stock to support the launch of 2014 stock Channel Assist’s entry showed how it has brought innovation to the solution with its 360° solution that shifted the onus of issue resolution – especially stock issues - away from Panasonic. What did the judge’s especially like about the entry? Sales up 60% YOY (target 25%) • Panasonic share of Currys TV business has grown up to 5% on a cumulative basis • Increased Dixons OEL sales for Panasonic by 50% Channel Assist also evidenced dramatic upsell successes as well as a 20% increase in the promoter team. 2014 FM & BE AWARDS 26
grown the account size many times over since September 2012. What stood out about the winning campaign? As already documented, Channel Assist’s results were exceptional. What did the judge’s especially like about the entry? Ian Hirth, senior visual merchandiser, Dixon’s Retail stated “Working with Channel Assist over the last year has made a significant difference to both Dixons and Panasonic’s business. Our collaborative style of working has resulted in significant changes that have driven results by focussing on the detail with stock and sales by store we have driven sell out in Promoter and POD covered stores by prioritising stock profiling resulting in the best exit stock we have seen in recent years”
Channel Assist collect one of their golds
We understand the science of in-store sales Your business is our business. Improving your sales is what we do, and we do it well. In fact it’s not just our opinion, we have just had this independently recognised with two awards. We believe our knowledge of this sector is industry-leading, as is our enthusiasm and dedication to delivering results. Our unique service is called 360º Field Marketing. Get in touch or visit our web site to find out more.
Get in touch today www.channelassist.co.uk 01494 240 170
Channel Assist recently won the GOLD for New Agency of the Year & New Business Award at the FMBE Awards.
Innovation in Action Award GOLD Sense, Glaceau vitaminwater SILVER Nexus Engage, Now TV BRONZE The Life Agency, Grolsch The challenge for the trophy A really good category that saw a number of new technologies and new concepts come of age. In Bronze, The Life Agency and Grolsch centred their bar activity around a challenge to drinkers to open the famous swingtop bottle with a variety of different techniques, virtually, using a gaming platform. The campaign drove online amplification whilst delivering significant sales spikes. For Now TV, Nexus Engage showed how their innovative approach to pop-up store window activation could sell Now TV packages in an accountable way with shoppers generating promotional discounts from the connected window display and then finding the relevant retailer nearby. The promotion sold 210 boxes during the installation across Bluewater and Milton
Keynes, more than 10 times the volume without the pop up window. There were industry leading redemption rates from the vouchers printed achieving 4.3% and 3.2% at Milton Keynes and Bluewater respectively. What stood out about the winning campaign? Sense and Glaceau vitaminwater innovated with strategy and IT delivering sample packs to creative types who were targeted to help reinforce the drink’s value as a brain sustainer. The sample packs came with a cute cloud fed printer that continued to generate messages for the recipient for the week following the sample pack drop off. What did the judge’s especially like about the entry? 1.5 million social media impressions and grapevine of 1,000 work spaces laid the foundation for the delivery of 400,000 meaningful samples of vitaminwater.
Most Effective Creative Sampling GOLD The Circle Agency, MaxiNutrition Protein Milk SILVER Sense, Twinings BRONZE PrettyGreen, Cadbury The challenge for the trophy Taking visual cues, and winning bronze, from the uninspiring wrapping of an office internal mail brown envelope and surprising and delighting instead, witb a chocolate sample was a great way to create stand out and memorability above and beyond standard sampling for Cadbury Dairy Milk Ritz and Milk Lu. Office sampling was also the platform used by silver winner Sense with Twinings Infusions with judges loving the intelligent targeting that saw a trio of innovative teabags delivered with printed collateral to predominantly female executives. The great accountability was just enough to edge the battle of the office reach out campaigns. What stood out about the winning campaign?
Circle created an interruptive customer journey that captured an image of the sampled consumer and turned it into a digital poster during their shopping visit and then had actors leading the same consumer on a surprise journey as the new face of the brand, culminating in a surprise celebrity encounter with Amir Khan. Further sampling took place outside the shopping centre, benefitting from footfall from the London Underground stations nearby. What did the judge’s especially like about the entry? The sampling campaign was strong enough to be the brand’s creative lead.
A highly creative campaign saw sampling, actors and an IT production studio combine at One New Change shopping centre combine to turn unsuspecting consumers into immediate poster boy celebrities for MaxiNutrition.
“The experiential activation anchored our entire campaign and allowed us to easily tell the brand story via all of our other channels. It was an approach we had not taken before, but it is certainly something we plan to repeat – the results speak for themselves.” Josh Murphy, brand manager, MaxiNutrition Protein Milk
Circle and MaixNutrition collect the award sponsored by Promologistics and Just Production Sense collect the award
Sponsor: Promologistics and Just Production The category was joint sponsored by campaign management, logistics and fulfilment specialist business Promologistics in conjunction with sister production company, event production and consultancy business Just Production. www.promologistics.co.uk
2014 FM & BE AWARDS 28
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Most Effective Small Scale or Local Campaign GOLD Cosine, Tuborg SILVER REL, Danone Waters BRONZE Contract People, McVities The challenge for the trophy Three field marketing campaigns rose to the top here with silver and bronze awards going to trial/niche store activities for Danone Waters and McVities. Contract People’s Northern Ireland sales team were given the objectives of achieving 93% distribution in their 360 stores and placing 150 stands into stores. Within 8 weeks distribution was recorded at 98.5% within the 360 stores and over 200 stands were placed with ‘McVitie’s Breakfast’ becoming the 2nd best selling product within the segment. For Danone Waters, REL showed how regional trials in Tesco stores has let to team commitment and highly accountable ROI in support of Evian live young. The entry showed how success had been delivered in part in careful tandem with Tesco.
What stood out about the winning campaign? An out and out winner in this category saw Cosine emphasising the unique regional challenge in Russia given marketing legislation that has created a dark, unbranded market for beer products. Judges loved this campaign as it showed that precise use of colour and music based on Tuborg’s look and feel, without overt branding, could still lead to highly effective sales that more than justified the field marketing approach. What did the judge’s especially like about the entry? A very rare example of total belief in shopper marketing being implemented to meet field sales KPIs. Sales per shop went up across the board, with an average of 5%.
Most Effective Low Budget Campaign GOLD The ShopSmart Agency, Dream Charity Scratchcards SILVER House of Experience , Western Union BRONZE Independent Events , Road Respect The challenge for the trophy One of the keenest competitions between silver and gold with the most effective targeting winner, House of Experience and Western Union, picking up silver here. The campaign has further details on page 20 whilst in addition here the team provided a detailed budget breakdown showing the exceptional value provided to Western Union. Local government campaign Road Respect, implemented in the North East by Independent Events was regarded as an exceptionally high quality entry by our judges bringing technical innovation and creative solutions to a campaign that was local, niche and low budget and amply fulfilled the category criteria. In this road safety educational piece, accountability, always hard to achieve in a campaign without sales, was never overlooked and judges felt that every £1 had been wisely invested. What stood out about the winning campaign? The ShopSmart Agency’s implementation
of the pilot scheme for Dream Charity Scratchcards shared a large amount of confidential data. Suffice to say that analysis of the competitive marketplace for lottery scratchcards showed precisely how a field team could be usefully deployed to win over the required retailers to inform them of the unique points of difference between Dream and the market leader whilst providing the same retailers with the right toolkit to sell Dream. Judges witnessed a hard working field team who used a full range of field marketing techniques – sales, POS installation, merchandising, compliance and mystery shopping, to help establish Dream. What did the judge’s especially like about the entry? Judges saw full pilot result data which also showed how learnings from the pilot had been taken on immediately to reduce churn, making each retailer acquired a long term prospect for selling the new scratchcard.
Cosine win
ShopSmart win 2014 FM & BE AWARDS 30
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Experiential
13/11/2014 09:38
Most Effective Stand or Display Unit GOLD A1 Events and Exhibitions, Skoda SILVER The LIFE Agency, Grolsch BRONZE TEAM Enterprises, Sparkling Ice BRONZE White Label, Krug The challenge for the trophy From big to small and function or design led, the builds in this category newer fail to fascinate. In bronze the winter ‘Kreperie’ for Krug added style and elegance to a pop up promotion that saw paying customers settle in for cheffed up savouries in Covent Garden. The beautifully crafted and style creations captured elegance and luxury in the outdoors. The inflatable sampling bar for Sparkling Ice was eye-catching but also function led. Sparkling ICE sampled 850,000 consumers across 11 markets in the US at 100 total events for 181 activation days. Both bronze winners scored highly in terms of accountable results. The silver winner scored extremely highly for effectiveness as the interactive stand for Grolsh, The Swingtop Challenge, was clearly a major driver of the impactful campaign that was supported by independent research such as “78% of respondents in independent research
thought the event made their night better.” What stood out about the winning campaign? The winner put it all together for a tremendous stand for ŠKODA, at Goodwood Festival of Speed. In a year when there was no new car to launch, the brand ignited interest via its cycling ties and Tour de France association. The pavilion style stand reflected this brave 2 wheels embrace, being big enough and tall enough for a cycling climb challenge to be enacted going up one side. So the stand became the brand experience.
Most Effective Product Launch or Relaunch GOLD The Circle Agency, Relish SILVER Gratterpalm, Gregg’s Coffee BRONZE MG Promotions, Porter The bronze winner helped to launch fashion magazine Porter to immediate sales success in a crowded lifestyle market using store takeovers at WH Smith and stand out POS displays at other stockists. It immediately outsold Tatler and Vanity Fair. The Silver winner, Gratterpalm and Gregg’s Coffee, was a relaunch campaign that helped the retailer back into an important sector for the business. Gratterpalm anchored a fully-integrated campaign that never lost sight of the key shopper issues and made excellent use of shopper marketing instore.
The cycling theme was carried on through the whole stand including a competition to design the King of the Mountains shirt for the Tour of Britain.
Confidential but compelling results were provided alongside a host of excellent testimonials. The success of the coffee campaign was hailed in the chief executives overview of the interim results for Greggs.
What did the judge’s especially like about the entry?
What stood out about the winning campaign?
The impact of the pavilion drove interest online and off but judges especially liked result data that showed both an improved impact vs. Goodwood 2013 and a 33% higher propensity to buy a ŠKODA in Goodwood visitors vs. a 2014 control group.
Gold was awarded to one highly original approach to brand experience. Relish, a
router, fitted with a 4G SIM card, plugs into an electric socket and provides fibre fast broadband (up to 64MB) anywhere in the central London area. This means that they can provide a simple service at a low price with no land line required. It also means the business could provide a service quickly next day - no more waiting weeks for BT to install a land line. Circle’s part in the launch was brilliant. They built a brand team licensed to drive eye-catching Relish scooters, creating impact via two-wheeler convoys. But this was a team with a purpose as when they were not helping to host pop-up wi-fi outdoor business meetings and events they were helping the brand to fulfil the next day promise as part of Relish’s delivery and start up team. The next day ambitions soon escalated down to 3 hours. What did the judge’s especially like about the entry? It hit an initial aggressive sales milestone three weeks earlier than planned.
Sheonah Howlett, Hammerson, presents the award to A1 Events
Jez Clarke, Hothouse IWG presents the award to Circle and Relish Broadband
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2014 FM & BE AWARDS 32
“We couldn’t ask for more from our agency on this occasion”
“The stand was excellent – very innovative”
“Brilliantly organised event”
For help to bring your brand to life in an engaging and memorable way, please call 01908 867555 or email jane@a1-events-exhibitions.com
Brand Ambassador of the Year GOLD Chris Bond, REL SILVER David Hamlet, Cosine SILVER Zoe Lucy, Purity BRONZE Graeme Anderson, R etail Marketing This category has become so close and so tight it will have to be made more exacting in 2015. The top 4 all received near top Marks from the judges. Getting shortlisted was no mean feat and the category saw a fair amount of support for the popular finalists in Tweets running up to awards day. Winning bronze, Graeme Anderson was living proof that the right person, with the right team could really make an impact alongside the progress and support of a growing challenger brand. Judges loved the trust that RMG have in their trained personnel allowing the field team to create and run events, especially the Edinburgh Roadshow that Graeme organised. With the help of store management, he managed to organise 5 stores (50+ staff) to come together for a night of training with 9 other brands, an outstanding achievement which made the AMD brand stand out as the team pioneering this new approach to training. Silver for Zoe Lucy was nominally a win for brand experience though Zoe’s dedication to Samsung, her accountability, and the high level of agency support from Purity were all attributes more often seen in traditional field marketing. Of course Zoe also brought great consumer facing skills to the job. Her recommendation for the award came from the global agency Cheil which feels that she stands head and shoulders above the 1000s of staff that they use to represent Samsung worldwide.
Silver was also awarded to fitness fanatic ‘Gatorade Dave Hamlet’ a man with so much brand passion that Gatorade comes ahead of his own name on Twitter. David and Cosine have matched his passion with training, opportunity and insight that has helped Gatorade to keep up momentum in the UK. David pushes himself to get the brand to more and more events with the same enthusiasm that he rehydrates with Gatorade after his own workouts. What stood out about the winning entrant? Chris Bond just edged it. It was the input form the Molson Coors team into his entry that just about pushed him over the winning line ahead of the rest. Colleagues of Chris made a video documentary about him in support of his win credentials. This tribute though was very much the icing on the cake that has seen Chris lead from the front heading up the sales figures for Molson Coors. He is also a great communicator at store and head office level.
Staff Performance of the Year GOLD Tactical Solutions, innocent SILVER Kreate, Mattel BRONZE Kru Live, Badoit A great top three. Taking bronze was a fine example of finessed staff going all out to make the right impression on the big day as a well drilled Kru team helped Badoit serve up an elite picnic for Londoners. The event was run by Havas PR and had many VIPs to impress. Event maître d’ Fred Sirieix testified: “Kru Live truly are ‘Best in Class’. Each individual host was incredibly enthusiastic, perfectly suited to both role and brand and crucially they showed passion and dedication to making our event a success.” For Mattel, Kreate was engaged alongside creative agency OMD to help Hot Wheels reach double digit growth with a UK roadshow. 192 Brand Ambassadors were trained in an intensive ‘Hotwheels Academy’ where they had to be able to communicate brilliantly with children and parents. The
What did the judge’s especially like about the entry? Chris secured the largest national incentive across Tesco Express, Superstore & Extra (2,345 stores across the UK), which has delivered an incremental £1,625,681, equalling an ROI £137:£1 versus a target of ROI £18:£1.
REL collected the award for Chris Bond
Tactical Solutions win
2014 FM & BE AWARDS 34
roadshow saw an average spend per visitor of over £16. What stood out about the winning campaign? Leading the way though was Tactical Solutions and innocent with an entry that showed a structured ‘innocentification’ of the team from the heart of Fruity Towers through s a well-structured and supported team that was lead into the field by shortlisted FMBE finalist brand ambassador Dave Travers-Knott. The team drove excellent results for innocent at the big four grocery multiples. What did the judge’s especially like about the entry? The results were great, but further evidence of shadowing, with client employees travelling with field executives on call days showed a team that was mutually supportive and driven to achieve.
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Operations Team of the Year GOLD REL, Camelot SILVER McCurrach, Unilever BRONZE The Circle Agency, Relish BRONZE CJ Retail Solutions, Asda The challenge for the trophy
Lotto from £1 to £2 per line, match 3 prize increased from £10 to £25 and Camelot A good standard all round and a fine top introduced a minimum of 50 winners of four… £20k per draw. This was the biggest change Bronze was awarded to the highly to Lotto since starting in 1994 and carried innovative brand experience delivery significant risk if not implemented correctly. team for Relish, also the winner of our To support this substantial change, a Product Launch category. lengthy tender process was undertaken A second bronze went to CJ Retail where REL was successful, resulting in Solutions, a business that is a logistics a working partnership with Camelot to expert and has challenged for and won implement this change in 10,000 retailers FMBE operations awards in the past. In across the UK (twice) against the following this case the objective was to completely KPI’s; re-configure the Music Video and Games category fixtures across the Asda • 3rd October – 10,000 calls to be completed in 1 day Estate of large stores. It was a job that included handing and installing £2million • 8th October – 10,000 calls to be in electrical items and which was completed in 1 day completed without store disruption in one • 100% coverage to be delivered week, with 100 per cent compliance. 667 agents prepared for these calls using a Winning silver for Unilever, McCurrach training video filmed at REL’s in house shop. undertook the Unilever’s largest ever The team were fully data supported and field activity - supporting the deodorant used CACI territory planning to make the launch – Unilever Compressed – in just call file achievable. 15 working days. This amounted to 4751 stores visited and 8129 range reviews. What did the judge’s especially like about the entry? What stood out about the winning So much of Camelot’s reputation as a campaign? business was in the hands of this tactically The gold winner was hailed as one of recruited team. So the fact that 89% of the case studies of the year showing the retailers surveyed rated our merchandising sheer dynamics of a great field operation. team top marks of either 4 or 5 for This was the challenge: representing Camelot was a compelling Camelot took the decision to increase effectiveness statistic.
REL and Camelot win
Team of the Year (FMCG) PLATINUM Field Sales Solutions, Ferrero SILVER Tactical Solutions , Heinz SILVER REL – Mondelez BRONZE CPM, P&G BRONZE REL, Molson Coors The challenge for the trophy This was the proverbial group of death. All five of the award winners were rated amongst the top 20 case studies entered by FM agencies in the awards this year. In truth this category was representative of so much that our FMBE project has been aiming for, the signifier that the big FMCG brands have all upped their game in terms of sales success and have done so with super-charged field teams. That is success that the industry can be truly proud of. The problem? So many reputations would feel like they were ‘on the line’ and a with desire to win that few other awards bear witness to, there would be disappointment for some very hard working and united teams. The bronze for Molson Coors scored higher with our judges than the same team’s silver last year. The team is very united and motivated to do better and better in a continuous positive cycle. For P&G and CPM this was a return to competition in FMBE after some years out. The entry held nothing back with evidence of near flawless execution with outstanding results.
Tactical Solutions and Heinz were the match of this. A team that has grown to 56 reps and managers were seen to be top performing as a result of management excellence at the agency and also clearly generating an enjoyable working atmosphere. Tactical Solutions has worked with Heinz as its solus field execution team since 2008 and the relationship is one of daily contact – there is no discernible gap between the brand and agency. What stood out about the winning campaign? So the winner was awarded our platinum award for the campaign of the year. The results for Ferrero have been so good as to be almost incredible, and it was here, in the team competition that Field Sales Solutions was able to quantify the part that the sales team has played in Ferrero’s market share growth in every category (averaging an approximate 20% growth in market share according to Nielsen). Specifically the Grocery team is running at +75% ROI to target and Impulse at +100% ROI to target. The sales team success has been underpinned by a career development programme and strong collaboration between the agency and Ferrero leading to job opportunities with the brand.
Both of the silver Field Sales winners allied a Solutions win strongly passionate and structured team ethic to impressive and accountable results. What did the judge’s especially like about the entry? REL and Mondelez supported nearly every action and team member with People, process and technology were data and testimonials that showed the evidenced as an ongoing positive individual contributions to the team cycle. Hence this testimonial from Neil whole. This example was typical: “If Pledger, Head of Field Sales, Ferrero every company rep was as committed (UK). He noted, “The insight that we can as you what a difference it would make take from the hand-held technology to the stores. Looking forward to your allows us as the client to run return on next promotion as I’m sure you will win investment modelling on each project it again!” Paul Morris: Ambient Trading and activity. This creates confidence in all Manager Asda Eastleigh. Judges loved the investments made but also delivers the fact that nearly every claim for further learning’s on how to further success and high performance in the improve the return from field operation.” entry paper was evidenced.
2014 FM & BE AWARDS 36
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Team of the Year (NonFMCG) GOLD Retail Marketing, Nokia SILVER REL, Nikon BRONZE Infinite, Ubisoft The challenge for the trophy Whilst not quite as intense as the FMCG Team trophy this award nevertheless saw an exceptional winner and saw 2013 agency team champions Retail Marketing hold onto team gold status in 2014. Last year they won with LG, this year with Nokia. In bronze, a team with a fine track record, Ubisoft and infinite charted their progress following the launch of the new consoles (PS4 and Xbox One) era and the effect of event days that drove nearly half a million in revenue. The entry was supported by testimonials from stores naming many key field performers. With Nikon REL showed how training and team ethos had helped to deliver £11,212,971 of revenue sales in the first 21 months of the contract whilst
employee satisfaction for enjoying work ran at high for 96.2% of the team. What stood out about the winning campaign? Working in tandem with Nokia’s rise in fortunes that has seen the brand go from 4% to 10% of smartphone market share the training called Nokia Reflections has brought the team together and been validated by independent mystery shopping that has seen the staff ratings for the team leap forwards.
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What did the judge’s especially like about the entry? Intelligent use of Facebook, both as a point of brand conversation and as a way for stores to locate reps when they check in at a destination made smartphone use a part of the team adhesion and added effectiveness.
0118 907 0490 hello@retailmarketing.co.uk www.retailmarketing.co.uk
Retail Marketing and Nokia win
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Best Ever Use of a Brand Asset GOLD Ignition w ith Havas Sport and Entertainment, Coca Cola SILVER Gekko, Digital UK BRONZE REL, Red Bull Bronze psLIVE, Turbo The challenge for the trophy A campaign of the decade award, celebrating 10 years of FMBE awards, the category was designed to show how brand experience can leverage a celebrity or star asset. There were some interesting interpretations of the brief but some classic entries that made the top four. In bronze psLIVE showed how creating a racing bike in the image of brand asset Turbo had been used to reach as many people as possible both live at events and through social media ad viral stunts. For Red Bull, REL showed how realising that a field team could leverage a key brand asset, the F1 car, had led to massive positives as an active sales driver with real instore theatre in Scotland at Booker wholesale depots. Where the silver and gold winners benefited was long term commitment. In silver the long relationship between Gekko and Digital UK had to be sustained and the years of digital switchover from 2007 – 2012 with growing recognition for Digit Al and the Digital tick that helped the campaign gain plaudits all round. What stood out about the winning campaign? It is hard to imagine a stronger brandasset association than the winner. What other entry could factually state “It was time for the World Cup to become the World’s Cup.”
Creative Campaign of the Decade LIVE GOLD AMVBBDO, Walkers FINALIST RPM, Talisker FINALIST Slice, Kellogg’s FINALIST Wasserman, EDF Energy The challenge for the trophy
“ The Tour took place in 90 countries and over 100 cities over the course of 267 days, covering over 165,000 km (that’s more than three times the circumference of the Earth). The Trophy Tour Facebook page has received more than 4.2 million fans, over 1 million combined likes, shares and comments and over 70 million post impressions. To date, the campaign has produced more than 183 million dollars in earned media placements. We reached a truly massive and global audience.
This was something completely different. A second special award to celebrate 10 years of FMBE awards and this time seeking out the most astonishing creative solutions in FMBE through that decade.
The campaign’s core idea of inclusivity evoked participation of all audiences, from 45 heads of state to 33 FIFA World Cup winners; from HIV/AIDS orphans in South Africa, to your typical 17-year-old football fan down the road. In total, over one million people physically came to see the Trophy, and left with a personalized souvenir and the story of a lifetime. We created meaningful and lasting connections with Coca-Cola consumers.
These entrants can still be viewed online at www.fieldmarketing.com in the To Be Frank pages.
Our “Where Will Happiness Strike Next” videos were consistently uploaded onto the Coca-Cola YouTube channel, and shared via the Trophy Tour social outlets along the way. We ended up creating over 30 separate videos, totalling over 1 million unique views on YouTube. Our online content created on Tour truly allowed the whole world to follow along with the Trophy Tour.”
Sponsor: Troxy FMBE was hosted at Troxy, the home of astonishing events. www.troxy.co.uk
What did the judge’s especially like about the entry?
The competition started offline with the field narrowed to a top 16 by our judges. Then it moved online with videos, descriptions and insights for the top entrants presented to our judging panel and a controlled online vote (controlled as we couldn’t all this award to become a social media find-a-friend competition).
Four finalists emerged from this process and, two days before the FMBE awards ceremony the agencies presented their case to win at a studio hosted by category sponsor Avantgarde. The presentations, in front of an elite panel of judges could be watched live on Youtube after Avantgarde deployed innovative use of Google’s Hangouts service. It was a broadcast first for the service. The live broadcast created a real talking point and created an interest in the winner that really touched the finalists and gave useful insights to viewers many of whom tweeted their approval. The finalists were all remarkable breakthrough campaigns. • The world’s first sail in cinema established Talisker as a seafaring whisky with stories and shanties to tell. • The Tweet Shop was the first time
Tweets were used as currency for a pop up Kellogg’s snack shop in London. • Energy of the Nation was a brave 2012 Olympic activation for a brand, EDF Energy, that many see as conventional. The campaign harnessed online Olympic chatter and projected the results in a daily light show on the London Eye. What stood out about the winning campaign? AMVBBDO’s takeover of the village of Sandwich in Kent to help align crisps and sandwiches in the supermarket planograms was a massive success. In 2 days of activity, Al Murray hosted the pub quiz, Pamela Anderson was the barmaid, Jenson Button the taxi driver, Marco Pierre White the sandwich van man, Frank Lampard the footie coach and JLS gigged the school gym. It was the first ever Creative Effectiveness Grand Prix winner at Cannes Lions. What did the judge’s especially like about the entry? The JLS concert and the raw emotion it provoked was still a fond memory for Tom White, planning director, under the scrutiny of our judges.
Sponsor: Avantgarde Avantgarde creates outstanding brand experiences that turn target groups into fans. www.avantgarde-uk.com
From the entry paper, which concentrated on the most recent tour:
Emily Burrows, Troxy, presents the award to Ignition/Havas
Frank Publishing’s Harriet Cramer collects the award on behalf of AMVBBDO from Avantgarde MD, Stuart Bradbury, centre 2014 FM & BE AWARDS 40
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Field Marketing Agency of the Year GOLD: REL Field Marketing SILVER: Cosine BRONZE Powerforce The challenge for the trophy
presented to our judges.
REL’s systematic approach and singleminded approach towards winning this award just paid off, defending a title that they had won in 2012 and 2013. The Field Marketing Awards celebrate, above all else, open and embracing client-agency relationships and this is an ethos instilled at REL with all major clients sharing and participating in the process so that their most critical insights and data are openly
The challenge from Cosine was considerable, in particular for the innovation that Cosine brought to the awards via their most praised entries. It is a shame that for business confidentiality purposes we cannot give the details here of the Danone Nutricia award winning field data campaign as it evidenced original strategies not seen in any other FM award entry, this year or previously.
thought leadership export from Europe to Russia with the gold winning Tuborg case study. This case study broke new ground as it forced shopper marketing to prove itself accountable via field marketing. Bronze winner Powerforce was also one of the success stories of the year with its most successful case study with British Gas case winning plaudits with a wide range of our judges on different judging days and with different panels in place. By reinventing door to door, Powerforce gave our judges a brand new appraisal of the viable toolkit available to field teams. What stood out about the winning agency? The short answer - operational excellence and team ethos.
the hands of a field team to implement in two days of mass calls. At the same time REL emerged from the heavily over-iindexed Team of the Year category with 2 silvers and a bronze for Mondelez, Nikon and Molson Coors. What did the judge’s especially like about the entry? Over 40 testimonials in just one appendix for Mondelez was more than any judge could be expected to read but it did make every incremental sales figure, every team hero claim and every store victory accountable and left an overwhelming impression of unity.
Sponsor: Land Securities
In winning the operations team award, REL’s tactical resources were tested to the full and they passed with flying colours. Here was a business, Camelot, putting its entire business strategy into
Cosine’s bold approach to strategies in Europe was also in evidence, including its
REL win
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REL Operations Team of the Year
Once again, REL teams have led the industry with a record haul of 14 wins across a broad set of categories for multiple customers, at the FM&BE Awards. No other agency has ever been awarded the prestigious title of Agency of the Year in consecutive years. REL are honoured to have held the title for 4 out of the last 5 years, being placed silver in 2011. One of the key drivers of our success is the level of colleague engagement we have built, leading to the discretionary effort that sets REL apart. We are also incredibly proud of the strong partnerships we have with our
customers, enabling us to innovate, win against our competitors and make our collective ‘boats go faster’. A huge thank you goes to the whole REL team who work tirelessly to ensure we win for our customers, continuing to deliver the industry leading, independently measured levels of ROI for which REL is famed. We also thank our customers for their continued support and for having the confidence in us to execute outstanding, innovative activities. We look forward to delivering another year of award winning success in 2015.
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CHRIS BOND
Team of the Year (FMCG)
MONDELEZ Team of the Year (Non-FMCG)
NIKON Most Effective Tactical Marketing
MONDELEZ Most Effective Small Scale or Local Campaign
la
DANONE WATERS
Team of the Year (FMCG)
MOLSON COORS Best Ever Use of a Brand Asset
RED BULL Outsourced Sales Performance of the Year
NIKON Most Effective Instore Demonstration
NIKON Field Data Award
MOLSON COORS Most Effective Tactical Marketing Campaign
NEWS UK Field Efficiency Award
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Brand Experience Agency of the Year GOLD The Circle Agency SILVER TRO BRONZE psLIVE The challenge for the trophy There was a clear top four this year, with Sense, placed fourth by our judges, also in the reckoning after delivering a great blend of innovation and effectiveness for its clients. The bronze winner psLIVE has had a stellar year. The coming together of Carat Live and last year’s new agency of the year, psLIVE, has created a formidable force in the UK with ambitions via its expanding global platform looking sure to bear further dividends in 2015. Gold and silver in FMBE’s biggest category, for immersive mass consumer events reflects the rapid progress whilst judges also saw evidence of some new strategies and thinking in terms of location selection and planning. In silver we saw a fine defence of the 2013 agency of the year win by TRO. The Lucozade Sport Conditions Zone, winner of our Immersive Events (Invited Guests) category was a real stand out campaign, the campaign of the year in the view of some of our judges. The bravery and innovation of this work looks better and
For Relish, Circle showed its versatility colours in working with a startup brand. The Protein Milk work was well-produced They recruited a highly capable hybrid team of scooter–promotional-delivery and blended actors, technology and riders. celebrity in a creative and professional way that also What did the judge’s especially like took the brand owner on a about the agency? new and inventive journey. Circle proved that brand experience can They turned consumers into make a crucial impact for new brands heroes in a way that was trying the media for the first time as quick witted and emotionally well as skilfully handling brands with warm using techniques that strong experience heritage – delivering have been used before in shopping centre visitors for O2 and brand experience but not schools and families via sponsorship typically allied to an effective activation for PlayStation. sampling campaign. winning a reputation for developing long term client relationships.
better with each reread of it, winning over so much of the football audience when so many others were trying to do the same. Lucozade Energy also impressed in sponsorship activation where TRO proved its ability to deliver a fantastic – and brand relevant – party, on the way to the Snowbombing festival slopes. TRO’s strength in automotive also fared well with their work for Nissan and BMW capturing the imagination as forward thinking projects. The Circle Agency win What stood out about the Sponsor: Land winning agency? Circle’s two gold winning campaigns, for Relish Broadband and MaxiNutrition Protein Milk showed versatility, innovation and clever thinking that are fast becoming trademarks of an agency that is
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