Page 48

Seen in 2016 review of the year January at intu… Volvo: November/December At intu Lakeside, a pop up shop and sponsorship of the ice rink is showcasing the brand’s new V90 (premium estate), S90 (executive saloon) as well as the popular XC90 (SUV). Busy shoppers can also take ‘Fika’ in the Scandinavian-style store. Regarded as a social institution in Sweden, ‘Fika’ means having a break with one’s colleagues, friends or family – and is usually enjoyed with coffee and sweet treats. Euromillions: September Euromillions ran a PR stunt at intu Trafford Centre in September. The stunt was part of the National Lottery’s ‘Nicer Problems to have‘ campaign which was a tongue-in-cheek marketing campaign poking fun at the issues only millionaires could have. Sharon & Nigel who won £12.4m on the lottery in 2010 went shopping at intu Trafford Centre, arriving in a helicopter and being welcomed with a red carpet, security staff and butlers with a tray of champagne.   Juicy Couture: August Juicy Couture toured 6 of our centres in August this year promoting its new fragrance with a variety of ambient opportunities - hanging banners, hanging special (photographed) and escalator branding.

CES Vegas set out the tone for a positive year ahead as technology advances shown there pointed towards wearables, connectivity and drone advances in the year ahead. Marketing agencies with a US presence showed expansive intent with key New Year appointments Luke D’Arcy president at Momentum Worldwide whilst industry name Sarah Mayo joined FreemanXP in a move that was first of many joining the ambitious experiential agency. Agency Slice’s declaration of 25% turnover increase was the first of many agencies declaring growth in brand experience. On the South Bank we saw the first experiential outing for The Flash Pack’s 3D Bullet Rig, that debuted at FMBE 2015.


CPM announced green certification ISO 14001 whilst sister BE agency TRO opened up in Milan. Meanwhile Sense announced its Real World Ideas with a new book endorsed by experiential marketers from innocent and The Economist. The well-known Mike Kettles joined Luke D’Arcy at Momentum. Jack Morton Worldwide and George P Johnson scored headlines with work at Mobile World Congress in Barcelona.


Mercedes Benz touring showcube Visited intu Milton Keynes twice (May and Nov) and intu Chapelfield (October) Engaging customers, educating them on the SUV range and generating leads for test drives Fender - toured 5 intu centres throughout 2016 Qualified guitar tutors offered free introductory lessons to anyone who wished to try taking up the guitar Nespresso – intu Trafford Centre (May-June) Samples of coffee via Nespresso branded coffee cups were given out and encouraged the consumers to purchase a Nespresso machine and join the Nespresso Club.

UK Agency Space landed the job for the UEFA Trophy Tour in France, whilst Jack Morton showed its best work with Bouncingham Castle on the Thames for Candy Crush game fans. MKTG (still then psLIVE) stirred Loch Ness at Easter with #eggseverywhere set afloat. Great photos came from Citizen’s Easter giant baked rabbits for Dr Oetker and Carlsberg’s pop-up chocolate bar aided by agency Blackjack. TRO Retail was a significant launch from the BE agency. Nickelodeon brought SpongeBob to intu shoppers for series of family treats. Agency The Persuaders set sail on The Good Ship Benefit for Benefit Cosmetics in a long term immersive quayside promotion.


Estee Lauder Intu Victoria Centre 17-19 August Promoted awareness of their new foundation, through sampling, consumer demonstrations and experiences. @intugroup

Big news saw pharma sales business Ceuta take control of Orchid Field Marketing. Vodafone entrusted the growing team at Freeman with their Summertime Ball sponsorship activation. Purity won a huge staffing brief for BMW and Mini. Posterscope and psLive launched Urban Partnerships, an association that would become a gold winning team at FMBE 2016. Opportunist action of the year saw Fudami sample 30,000 Krispy Kreme (with a Singha Beer) to Leicester fans at a home match on the run in to the Premier League trophy. The curtain came down on Winter with Three helped by Vision Nine to storm Snowbombing in Austria. Wasserman and Fusion were both amongst the winners at the British Council of Shopping Centres (BCSC) Opal Awards. The venerated BCSC would rebrand as Revo before the year was out.

2016 FM & BE Awards 46

Fm winter 2017[123582]  

Field Marketing and Brand Experience Magazine Winter 2016