Interactive Brand Engagement
Field Marketing Agency of the Year
GOLD Haygarth, Clarins SILVER McCurrach, Microsoft BRONZE Hope&Glory, HTC Vive BRONZE MKTG, Braintree
GOLD Field Sales Solutions SILVER McCurrach SILVER REL Field Marketing BRONZE Logobrand
The challenge for the trophy
The challenge for the trophy
MKTG and Braintree secured bronze with their start-up targeted interactive cycling challenge (refer to Most Effective Small Scale/ Local Campaign) generating high levels of engagement – the competitive campaign raced ahead of the competition to secure a bronze. Hope&Glory’s interactive art gallery for HTC Vive impressed judges with its high levels of engagement (see Most Effective Sponsorship Activation) Microsoft tasked McCurrach with further engaging the ExpertZone (Microsoft’s global e-learning platform) users. Their long-term plan was that in time these engaged users should turn into true brand advocates for Microsoft. McCurrach strived to increase engagement by creating live, current and genuinely interesting content on Facebook which spoke directly to followers of the ExpertZone page, and allowed them to enter into real time discussions with the Evangelists. Content covered new products, product updates, demos, gaming, livestreaming from events, competitions and more. The ExpertZone UK training portal now has around 14,000 registered users, around 7000 of which are active, and growth in users has increased by approximately 7% yearon-year.
What stood out about the winning campaign? Haygarth’s interactive shopping centre campaign for Clarins secured the team a gold. The activation engaged shoppers with immersive personalised facial projection mapping to demonstrate what their skin goes through every day. “Overall what impressed me most about working with this agency is the energy they brought to the project, the innovation and the creativity, and the way they managed to deliver an outstanding immersive customer experience, but at the same time ensuring we achieved our key objectives.” Debbie Lewis, Managing Director, Clarins UK What did the judges especially like about the entry? Haygarth rebelled against the monotony of the beauty landscape with a disruptive, world-first experience that stopped women in their tracks by defying category norms. During an immersive experience, two samples were given at the point of the activation with the third being claimed instore, leading the customers on a seamless journey to point of sale. The results were staggering - 42% of visitors went to store immediately following the experience, generating one new sale per minute – equivalent to an uplift of 40% during the activity, securing this Urban Oasis a beautiful gold.
What stood out about the winning agency? All of the agencies in the top four had been a previous agency of the year apart Field Sales Solutions (FSS) had caused quite a stir since the 2016 FMBE Awards from the winner. by winning one of CPM’s most long Logobrand remains the highest win per standing clients and one of the largest entry agency at FMBE of any regular field sales contracts, P&G. The FMCG entrant and continues to win the hearts giant joined an agency on a roll – FSS of major brands at grocery with its data now operates sales teams for brands driven success stories using its in house including Ferrero, Pladis, and innocent Availability Manager software. This year and took gold in tactical with innocent, the gold and silver dual winning silver in brand ambassador and silver in campaign with Wrigley was a triumph, Operational Success with The Health delivering clear insight into shopper Lottery. behaviour. But winning over William What did the judges especially like Grant to use Logobrand over all four about the entry? grocery multiples was a great indicator for this ROI -driven business. Whilst the Agency of the Year specifics REL’s seem to have occupied gold or silver in this category every year as far back as 2009 and no year has this been a surprise as the agency has superb dynamic management and embrace excellent staffing practices. The Professional Agency category win was especially telling. Judges especially liked evidence of the rapid rise in performance of teams post TUPE transfer at the agency.
were ‘for judge’s eyes only’ it is safe to say that the entry impressed with its telling of the P&G win, showing how every part of the agency had been a contributing factor to winning that business. It is also fair to say that the agency’s published accounts to date have shown steady growth with key numbers on track. The business was also able to share in depth staff satisfaction survey data to our impressed judges.
Last year’s gold for McCurrach was A staff video testimonial also underlined followed by silver this year in a year where the agency, with leading clients in the culture of professionalism and team working ethic at Field Sales Solutions. the grocery, financial services and technology sectors performed brilliantly across the board, bagging an astonishing clutch of 6 silver and 2 bronze awards for its clients Unilever, Microsoft, Pepsico and Heineken. The year also saw the agency develop its experiential wing, formalising this with the launch of agency Wave.
Hammerson’s Sheonah Howlett presents the award to Haygarth and Clarins
Sponsor: Hammerson Hammerson Engage is behind some of the greatest brand and retail experiences in the UK and Europe. We provide brands and agencies with a range of extensive and immersive experiential
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opportunities to engage and delight millions of shoppers through our 61 mid-mall and external spaces and platforms across the UK and Ireland. www.hammersonengage.com
Landsec’s Maria Rawlinson presents the award to Field Sales Solutions