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Field Sales * Live Marketing * Customer Engagement Volume 12 Issue 3 Autumn 2015









Tailor made solutions across all retail channels:• tactical and strategic field teams

• real time reporting and photographs

• merchandising & replenishment

• POS placement & inventory checking

• mystery shopping and auditing

• staff training in store • sales teams

tactical solutions measurable success at every touch point winning distribution and compliance touching over 8 million consumers each year real time data/reporting advanced

THE DREAM TEAM Contact: Jayne Jones E: M: +44 (0) 7825 943 559 SERVICE INNOVATION GROUP UK Radius House 51 Clarendon Road Watford Herts WD17 1HP

BEST BEFORE Autumn 2015




Sales Field * rketing * Live Ma gagement r En Custome mn 2015 Issue 3 Autu Volume 12

Full Circle


Volume 12 Issue 3 Autumn 2015 Production Publishing Editor Frank Wainwright Editorial Assistant Vicki Lloyd News and Event reportingHarriet

Cover: Highjam’s award shortlisted sampler team for Claudi and Fin in Waitrose

Contents 1 Ed letter 2 Switched On 6 FM Awards Preview 15 FM Forum

BEST BEF ORE Autumn 2015

available on subscription £40 per annum UK (inc p+p), £60 per annum Europe & USA Published by Frank Publishing Ltd, 86 Sandyhurst Lane, Ashford, Kent TN25 4NT email:

Nevertheless activity in the field is still typically viewed as the end of the sales cycle. The industry cliché use to be that field marketers helped manufacturers close out the last 50 yards from shelf to till, the most important part of the product journey. But what happens at yard 51? Somewhere, straight after the till an invisible line is crossed and the start of the next purchasing cycle begins. The shopper, having made purchase, is immediately fair game again.

Collecting customer data in store – from purchase and nonpurchase decisions can help brands to complete a data circle. Brand demonstrators and samplers are well placed for data collection and observation and are typically good communicators. They should be extremely good at getting an accurate snapshot of the shoppers for the brand.

Subscription Enquiries Catherine Hazelden


Longer term relations are emerging that are harder to separate from as agencies begin to provide a crucial data insight role advising brands on shopper and customer behaviour.

This is the point at which field marketers can help the brand to retain and acquire more of a similar mindset but many teams stop at the point that the sale is made.

Advertisement Manager Harry Stack Kezzie

Colouring In Ian Cramer


ne of the most exciting contests at FMBE this year will be the client relationships special category. In it there are several examples of long term agency-client relationships that have benefitted from not forcing pitch battles on quite such a regular basis.






Selling or sampling and market research are not often paired together – a shame as the brand will have already made the investment to get the field marketer to store in the first place.

13 Brand X However, with longer client relationships in place the value of 14 BX Ed letter building up a CRM database using real shopper data looks a 15 BX News compelling idea for many brands that take their field marketing 24 BX Awards preview seriously. 30 Data and Insight 31 FMBE Awards Preview 36 Technofield 38 Brand Ambassador Frank Wainwright 39 Pastures New Publishing Editor, 44 This Summer Summary Frank Publishing

Autumn 2015


Making a difference The recent IFA-Berlin consumer electronics exhibition is a must on our calendar; we had back to back meetings with clients based not only in the UK but Germany, Nordics and US who all came together at IFA to discuss and agree strategy to drive sales of the latest great technology face to face proving, how the ‘Connected World’ has become a reality.

Sean Algar is client services director at Retail Marketing Group

The conversations that we have been having generally reflect the more strategic nature of our relationship with clients – a relationship that is developing because we are providing them with shopper insights that really affect their business. A team of five at the heart Retail Marketing HQ is called the Den of Insight. The Den concentrate on finding actionable insight from multiple data resources – helping us to tailor bespoke solutions for brands.

‘why’. It is all about making a difference. If you have the right data then it also helps to justify the effort that we put in to get the right profile of demonstrator and to arm them with the right training and knowledge. If the demonstrator immediately meets the customer’s expectations of someone who can help them then it is easier for them to cross sell and upsell. The same demonstrators are also likely to be able to glean information in store for the brand. Once again the focus is on the why – why did you buy is an obvious one, but why didn’t you buy is also a question that can bring lots of value into the data insight’s den going forwards.

One use of data insight is to help us to promote brands in locations of best potential. For instance, a store with high footfall and sales may not be right for a brand with a more niche appeal. Other stores may have less customers but higher concentrations of the right demographic. Our data helps us to deliver the best return from our time in store. We like to seek the data that gives you the




Soft Bakes campaign







RPM and breakfast biscuit brand, belVita , have launched new ‘Soft Bakes’ through a series of multi-sensory experiential events and retailer take-overs.

went live across several retailers nationwide. Under the strapline ‘Try a softer start to the day” shoppers were encouraged to try the breakfast biscuit in one of the three flavours. The in-store creative was also utilised for Out Of Home advertising across the UK.

At the ‘Soft Bakes Bakery’, devised and created by RPM, commuters and shoppers could have their senses stimulated with the smell of freshly baked goods and their touch tested with the padded bakery walls and soft furnishings. Samples could be tried at locations across the country from London Kings Cross to Leeds Briggate. The in-store campaign, which supports the experiential work

Dom Robertson, managing director at RPM said: “We’re excited to be working with belVita for the first time on the launch of their biggest innovation since 2010. The OOH, retail and sensory experiential events will category, getting the product in the hands of consumers break down one of the key barriers to and ultimately drive sales.” breakfast biscuits, texture; shaking up the

Budweiser’s on and off trade music

across the UK, from Glasgow to Southampton.

travelling but instead visiting simply to use the facilities. As Network Rail has announced that it has a result, station-based retail awarded SpaceandPeople the contract for businesses are now the exclusive rights to sell event and significantly outperforming distribution space across all 18 Network high street shops. Rail managed stations in the UK after a fully competitive tender process. This is a Matthew Bending, chief five year contract, starting on 1st October executive of SpaceandPeople said, “Network Rail Stations 2015. are evolving into destination locations in their own right Isabelle Maratier, senior Network Rail Property – the only commercial division of Network Rail which and, as such, offer perfect brand manager for reinvests all commercial profits into the opportunities for brands to Budweiser commented: rail infrastructure, is managing this deliver experiential solutions “Budweiser has made a contract. Network Rail now aspires to - we are excited at the firm commitment to prospect of working with our music in recent years, but transform stations into fantastic Network Rail colleagues to we wanted to take our association with music to the destinations in their own right. As a testament to this, up to 25% of people who deliver engaging brand events next level this year – helping to inject excitement which will delight and into the lager category around music and recognise use stations, such as King’s Cross, Waterloo and Bristol are not actually entertain their customers.” the people whose passion fuels it all; the fans.”

For off-trade, Budweiser will be distributing crossBudweiser launched its latest music retail money-off coupons, redeemable against a campaign in September. For the first time range of Budweiser products from a single 660ml ever, Budweiser will be bottle up to 20 x 300ml bringing music moments to bottle packs. The coupons venues across the UK to will be distributed via a drive excitement around select number of gig the wider lager category in guides in the venue cities association with music. chosen by Budweiser. With the summer festival season over, Budweiser wants to extend live music opportunities by creating its own moments for fans across the country with its new campaign. This will comprise both on and off trade activity, focusing on driving music fans to share unforgettable live music events this autumn in nine venues


Autumn 2015

Network Rail appoints SpaceandPeople










Find Your Flow campaign Minions madness with Momentum Worldwide As part of its largest ever campaign, Lucozade Energy took over some of the UK’s busiest rail stations to brighten up the daily commute with the help of JCDecaux.

The station dominations included bespoke floor media leading to the station exits and entrances as well as hanging banners with the messages ‘Find Your Flow’ and ‘Commute like a Vibrant stands were set up with brand Hot Knife through Butter’. Samples ambassadors on hand to give out free were made available at both Liverpool samples to commuters at both Oxford and Manchester. Circus and London Waterloo stations The campaign creative could also be as a part of the ‘Find Your Flow’ found on Rail digital 6-sheets, campaign. Transvision screens, billboards, and StreetTalk kiosks around the UK.

Asda and Universal Pictures collaborated to host a raft of activities to promote the studios film Minions. The partnership, fostered by Momentum Worldwide as Asda’ s Retailtainment agency, saw in-store

Blackjack Promotions in the Middle East Blackjack Promotions is launching in the Middle East and North Africa following an agreement between its parent company OmniServ and the Lakhraim

Business Group.

the known trading name for retail Through the new partnership, Air Serv activities, Blackjack Promotions, to provide promotional staff and brand Hospitality Services MENA will work inside the Dubai Duty Free stores under experts to promote a number of Duty

activations at 170+ stores across the UK, including ‘Minion Me’ face painting stations and a ‘Find The Minions Through Time’ in-store hunt using specially designed, Minion themed reveal goggles.

Free brands, enhance the traveller experience and boost sales. Sally Alington, managing director, Blackjack Promotions, said: “This new partnership between OmniServ and the Lakhraim Business Group offers a brilliant opportunity for us to take the Air Serv and Blackjack names into new territory.”

Monster Energy joins TRO Expands into Madrid forces with Call of Duty Mini Cravings roadshow

Monster Energy teamed up with Activision Publishing, Inc’s blockbuster Call of Duty franchise to offer fans across EMEA Double XP in the highly-anticipated Call of Duty: Black Ops III Zombies mode, ‘Shadows of Evil’, which hits shelves worldwide on November 6. This is the first time ever for a promotion of this nature to run across Europe, the Middle East and Africa.

For the first time ever via an on-pack promotion, the Monster Energy partnership allows gamers to earn double experience points (known as XP – gaming currency) in Zombies, giving Monster Energy fans an opportunity to earn Zombies Double XP by purchasing Monster Energy products. In a first for the Call of Duty franchise the Zombies mode in Black Ops III features its own XP progression system for fans – adding greater

depth and more re-playability to the Zombies gameplay players have come to expect.

TRO announced the opening of a new office in Madrid, Spain. Along with the Barcelona office, which opened in January 2014 TRO Spain will be

The promotion will run from 30th October 2015 – 31st March 2016 on single cans of Monster Energy, giving Call of Duty fans 15 minutes of Double XP. Multipack cans, available in the UK, France, Germany and Spain, will give fans the ability to use up to 30 minutes of Double XP per day. Each can will have a unique code under the ring pull, with a guaranteed win every time, which can be redeemed until the promotion ends.

The Mini Cravings range was brought to life in the form of a giant transparent cube. Launched at busy supermarkets and shopping centres throughout the UK, 29 live activity days took place up until the end of August.

Branded cans, featuring artwork from Call of Duty: Black Ops III, will be available in 30 countries and retailers will be supported with POS material including dump bins and case stackers to help increase visibility in-store.

CI Group announced the acquisition of Covent Garden based creative design and event production agency, Ellipsis.

providing experiential solutions for a host of leading brands including Nike, Telefonica, Swarovski, Real Madrid, Havaianas and Meetic.

Agency BEcause sought to familiarise consumers with the new variation on The Laughing Cow’s product range by inviting shoppers to enter the giant Mini Cravings cube. As well as creating a large visual representation to introduce the unusual shape of the new product, the distinctive stand also doubled as a prize photo booth for consumers.

Ellipsis acquisition Innovations, Roundtable and Ellipsis, together providing a complementary, full-service marketing communications CI Group now consists of three offering. Corporate Innovations will continue to provide below companies, Corporate the line experiential, events,

reward, promotional and shopper marketing activations across B2C and B2C, in both analogue and digital mediums. Corporate Innovations and Roundtable will continue to work from their respective offices in Oxfordshire and London. Chris Hoskins will continue to manage Ellipsis Autumn 2015



We’re We’re justjust twotwo years years intointo Cosine Cosine delivering delivering an an expanded expanded library library of events of events andand activations activations through through ourour experiential experiential service, service, Bee. Bee.

greater greater brand brand awareness awareness and and recall. recall.

WeWe set set outout to create to create engaging engaging brand brand experiences experiences that that areare backed backed by by ourour history history of of delivering delivering insight-led insight-led sales. sales. In In CLAIRE CLAIRE PICKUP PICKUP particular, particular, wewe putput a lot a lot of focus of focus Account Account Director Director - Bee- Bee on on understanding understanding a brand’s a brand’s target target audience audience so that so that wewe cancan maximise maximise opportunity opportunity through through chance chance to get to get information information thethe design design and and activation activation of our of our about about university university life,life, meet meet new new experiences. experiences. people people and and explore explore thethe vastvast array array of clubs of clubs and and societies societies that that Over Over thethe past past year year we’ve we’ve areare available available to join. to join. successfully successfully delivered delivered campaigns campaigns for for brands brands such such 48% 48% of students of students plan plan on on as Heineken, as Heineken, Mars, Mars, PepsiCo, PepsiCo, using using brands brands that that they they hadn’t hadn’t Sainsbury’s, Sainsbury’s, Yoplait, Yoplait, Shell/ Shell/ used used before, before, as a asresult a result of of PayPal, PayPal, Molson Molson Coors Coors and and Farm Farm seeing seeing them them at their at their Fresher’s Fresher’s Africa Africa at festivals, at festivals, in retail in retail carcar Fair.Fair. parks, parks, shopping shopping centres, centres, railway railway stations stations and and even even TheThe O2.O2. 64% 64% of students’ of students’ main main reason reason for for attending attending fresher’s fresher’s We’ve We’ve recently recently taken taken these these fairsfairs is for is for thethe freebies, freebies, which which brand brand experience experience events events intointo helps helps give give a simple a simple and and thethe world world of students, of students, and and areare effective effective method method of creating of creating a a proud proud to have to have been been short short listed listed positive positive impression impression of the of the brand. brand. for for ourour on-going on-going work work with with Mars Mars Confectionery Confectionery at Fresher’s at Fresher’s Fairs Fairs Students Students want want to take to take part part in this in this year’s year’s FMBE FMBE Awards. Awards. in events in events that that engage engage them, them, excite excite them them and and give give them them TheThe student student market market in the in the something something to share. to share. Simply Simply UK UK is packed is packed with with 2.5 2.5 million million sampling sampling or giving or giving outout leaflets leaflets experimental, experimental, enthusiastic enthusiastic & & is not is not enough, enough, students students need need a a engaged engaged young young people people who who reason reason to stop to stop and and engage engage in in have have an an estimated estimated spending spending thethe brand brand conversation. conversation. power power of more of more than than £15.5billion. £15.5billion. Fresher’s Fresher’s Fairs Fairs areare thethe firstfirst event event many many firstfirst year year students students will will attend attend when when they they go go to to university. university. ForFor a student a student it’s it’s a a

Interactive Interactive experiences experiences drive drive increased increased footfall footfall to an to an activation, activation, extend extend dwell dwell time time and and will will ultimately ultimately lead lead to to

Activating Activating an an experience experience that that brings brings outout a student’s a student’s competitive competitive nature nature will will heighten heighten engagement engagement which which allows allows brand brand messages messages to be to be better better communicated communicated through through a more a more engaging engaging brand brand conversation. conversation. It’s It’s important important with with anyany audience audience to keep to keep thethe conversation conversation going going after after an an event event and and perhaps perhaps thethe biggest biggest opportunity opportunity to do to do thisthis is via is via social social media. media. Social Social allows allows us to us extend to extend thethe reach reach of aofcampaign a campaign to beyond to beyond thethe activation, activation, both both during during and and after after thethe event. event. ThisThis cancan help help to to build build on on thethe positive positive impression impression of aofbrand a brand and and increase increase thethe audience audience that that areare exposed exposed to the to the brand brand messages. messages. When When creating creating events events for for students students we’re we’re targeting targeting an an audience audience that that love love to share to share their their experiences, experiences, so maximising so maximising social social engagement engagement will will in turn in turn help help to maximise to maximise thethe brand brand opportunity. opportunity. WeWe know know that that truly truly maximising maximising a brand a brand opportunity opportunity at an at an event event relies relies on on having having an an in- indepth depth understanding understanding of the of the target target market market and and activating activating a a tailored tailored solution solution that that meets meets their their need. need. We’re really proud to have We’re really proud to have been short listed in this year’s been short listed in this year’s FMBE Awards for for ourour work with FMBE Awards work with Mars Confectionery at Fresher’s Mars Confectionery at Fresher’s Fairs. Fairs.

Sources: Sources: ChrisChris Arnold, Arnold, Marketing Marketing Magazine Magazine August August 2013. 2013. National National Fresher’s Fresher’s Report Report 20142014 published published by BAM. by BAM. Mintel Mintel – Student – Student Lifestyle Lifestyle Report Report UK –UK June – June 2014. 2014.


Insight Insight Led Sales Led Sales






The FMBE Awards 2015: In it together Frank Wainwright discusses this year’s most competitive category, which assesses long term agency-brand relationships. Where last year the Team of the Year was the most competitive category in the awards, this year the Special Award has come to the fore. As this year’s special award celebrates long-term client relationships, that’s a great indicator of a perceptible new level of maturity across the industry. Long term client relationships aiming for award recognition in the category include field sales, demonstration and sampling teams from ASUS, Birds Eye, Douwe Egberts, Electric Ireland, LG, M&S, Molson Coors and Mondelez.

Category A – Outsourced Sales Performance Sponsored by CACI and Natural Insight The sales category was a solid one this year with major brands lining up. Three of these are currently working with REL Field Marketing, the dominant agency force in terms of FMBE award wins in the last 3 years. Few will be surprised to see the REL teams getting through to this final and agencies Field Sales Solutions and Contract People have also established gilt-edged reputations in sales in recent years. Surprise finalists include award debutants, Highjam, with office worker lunch supplier Pod, whilst Slingshot chose to show off their prowess in selling sponsorship packages supported by a micro field event team.

Contract People – United Biscuits - Distribution Team 2014 Field Sales Solutions – Ferrero - Kinder Surprise Pink and Blue Highjam Marketing - Pod - B2B Office Sampling REL Field Marketing – Danone Waters – Project London REL Field Marketing – Mondelez - Cross Category Activation REL Field Marketing – Red Bull - Unlocking Marginal Headroom Slingshot Sponsorship – What Car? – The What Car? Awards iD/ Xbox

There are some formidable teams in that line up and most have has at least 5 years of continuity. The finalist’s list in this category shows some agency brand team that have had to repitch in the last few years in order to secure the right to continue, but some have just carried on working together building up a new level of success. These days Field Marketing sees less promiscuity from the leading brands. Not seeking a new partner can save a whole lot of interruption and wasted resources. The standard pitch/ RFI process to win a core brand’s field sales contract is exhausting and exacting for the agencies. Pitching is time and resource heavy and inevitably many senior executives get tied up in them. Shifting the agency focus away from winning new business and towards keeping it allows the agency and client to look long-term rather than short and we have seen several examples amongst and beyond the finalists of marked improvements in step changes year on year. New landmarks are beings achieved, KPIs that would once have been challenging left floundering. In teams built on trust and long term goals the data insight team can be put to best use. Strategic insight has a chance to reach the right members of the brand organisation and the best opportunities can be worked at rather than the team having to prove themselves through tactical sales days. Alongside this, employee skills and workplace benefits have continued to improve. Teams are seeing annual investment rise along with performance. Part of the lowering of promiscuity amongst clients of field sales agencies is that in the last round of agency selection pitches, many chose to deal with agencies that split the sales risk by agreeing payment by performance contracts. When sales consequently meet and surpass those exacting targets, staying in it together is easy to justify.

REL Field Marketing/ Mondelez

PSfm/ Bugles


Autumn 2015

Category B – Most Effective Instore Sampling/Demonstration Sponsored by Teamhaven 2 golds have been awarded, one for sampling and one for demonstrating with one overall winner to be called to the stage on award’s night. Sampling Finalists Sampling took a hit in terms of strength in depth on last year’s fantastic final but there has still been enough quality – and innovation - to leave an impressed judging panel. Again the category saw a mix of those we know and those we don’t but with last year’s winner CPM and Asda not back to defend, this competition is an open one. Holland’s PSfm provides an intriguing challenge to its UK counterparts whilst BD Network and psLIVE are here competing in a field marketing category – away from their brand experience heartland.

BD Network - Castello – Discover Castello Cheese Brand Belief – Gastro Alfresco – 18th Gastro Alfresco Fizz Experience – Food Warehouse by Iceland – Instore Sampling Highjam Marketing – Claudi and Fin – Sampling in Waitrose Powerforce – M&S – Christmas Tasting Festival PSfm – Pepsico Bugles psLive - Arla Protein – London Launch Demo Finalists The heights of last year have not been reached but the accountability message is a stronger than ever and proved a major factor for our judges. Scoring was high and judging decisions close. Agency iD won silver in this category last year and is back to see if it can go a step higher this time around. The category also sees a welcome return to the awards of a successful pairing between agency Willow Park Associates and data storage brand SanDisk,

FMI – Canon Ireland – RSR Programme iD – Microsoft Xbox One – Instore Programme Retail Marketing Group – Lenovo –Field Team Restructure Retail Marketing Group – LG – Life’s Good Moments Willow Park Associates – SanDisk – Solutions in Dixon’s Travel

Elastic/ Smirnoff





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Category C - Field Data Award

Category D – Instore Marketing

A wider variety of entries this year saw judges impressed by high levels of innovation. This category was also a rare case where one entry found unanimous winner approval from our judging panel.

The category proved that merchandising is alive and well as a skill rather than a commodity with several merchandising campaigns impressing and a few making the final to compete against some strong field sales and demonstration teams. .

Channel Assist – Intel Security – Linking Data and Field Sales Contract People – P&G – Data Analysis NOP Global – Schneider Electric – Dealer and Kick Start Programme psLive – Microsoft Xbox (Forza 2) – Challenge the Pros REL Field Marketing – Molson Coors – Compass Pointing Sales Upwards Retail Marketing Group – LG Home Appliance range – Field Data Insight Project Smollan – Unilever – European Digital Measurement Program

Contract People – United Biscuits – Sweeet Campaign The Field – Bethesda – Game Lock in Tour: The Evil Within NOP Global – Adidas – Visual Merchandising Program Powerforce – Coca-Cola – Header Bays in Morisons REL Field Marketing – Danone Waters – Maximising Lifespan and ROI Retail Marketing Group – Sony PlayStation - Instore ShopSmart – Superdrug – Multibrand Skincare Trays

Elastic/Smirnoff BD Network/ Castello

psLive/ Xbox (Forza 2)

Contract People/ United Biscuits

Contract People/ United Biscuits

FMI/ Canon Ireland

Field Sales Solutions/ Ferrero Tactical Solutions/ Burtons

REL/ Mondelez


Autumn 2015

Field Sales Solutions/ Ferrero


Field Sales Solutions/ Ferrero

Present prospective partners with a fresh take on a tired industry, and you will grab their attention. Richard Branson.

That’s what we’ve done at ShopSmart Agency and that’s why we’re one of the fastest growing Field Marketing agencies in the UK. But don’t just take our word for it. See what our clients, some of the largest and most successful national and international brands, are saying.


To find out why we are becoming the most talked about Field Marketing Agency in the UK; contact us on:


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Telephone: 08456 809 309 New business:

A smarter approach to retail marketing






Road Shows


Most Effective Small Scale / Local Campaign




New Agency of the Year

Mystery Shopping


13/11/2014 09:38

Category E – Tactical Marketing

Category F – Team of the Year

Sponsored by Akkroo

There were new judging rules for Team of the Year but a familiar looking shortlist ensued. The ShopSmart Agency and the in house Warburton’s team are both new to the category and both had fascinating stories to tell via the judging paper.

The judging room was buzzing during this category which saw a high standard and a good number of entries. The category has attracted an eclectic mix in recent years, and so it proved again. A contest within a contest sees two different agencies, Logobrand and REL competing against each other, both with Willian Grant. Sense with The Economist and Elastic with Smirnoff are both winning campaigns from the IPM awards (Institute of Promotional Marketing), so both arrive at FMBE with quite a reputation. .

Elastic – Smirnoff – Gold Takeovers Logobrand – William Grant – Christmas 2014 Powerforce – Vype E-Cigarettes – Nicoventures Vype Launch 2014 REL Field Marketing – Mondelez – Easter and Spring REL Field Marketing – William Grant – Seasonal Support Housekeeping Sense – The Economist – Stimulating but Challenging Sense – Warburtons – Lighten Up Your Lunch

Fizz/ Iceland

REL Field Marketing – Mondelez – Field Sales Team REL Field Marketing – Danone Waters – Journey to the Summit REL Field Marketing – Nikon – Field Team Retail Marketing Group – LG Home Electronics – Demonstration Team ShopSmart – Reckitt Benckiser – Grocery Account Tactical Solutions – Burtons – Field Sales Team Warburtons – Warburtons – Best for People 2015

Sense/ The Economist

Slingshot/ What Car?

psLive/ Forza 2


Autumn 2015

Highjam/ Pod

We understand the science of in-store sales Your business is our business. Improving your sales and delivering real business value is what we do day in day out. Our close relationships with national retailers combined with industry-leading expertise and knowledge underpin our successful, independently recognised 360ยบ approach to Field Marketing. Operating within a commercially focused framework with both enthusiasm and dedication, we consistently deliver results that make a difference. Get in touch or visit our web site to find out how we can help improve your business. 01494 240 170

Channel Assist won the GOLD for New Agency of the Year & New Business Award at the 2014 FMBE Awards.



Keeping it Convenient

iageo’s futures director has been in the press recently discussing the future of the brand and how technology is impacting on how we shop. He brings up the question of whether supermarkets will still Tim Lark exist in a decade. He didn’t know the Managing Director answer - but does SERVICE INNOVATION GROUP (UK) anyone? A recent report in the Guardian even the most disorganised confirmed that online among us will be placing our grocery shopping is big weekly shop on the train and business, and it is picking it up on our way home? expected to get bigger: This shift is already impacting according to IGD, the on ‘the big four’ but as online market will almost double increases will it simply result in value by 2016 to in the cash moving from a £11.2bn. Add the rise in physical store to the m-commerce to the company’s online provision? picture and it’s sure to Will the consumer choose to increase even more. do a fortnightly or monthly Despite the rise in online, online shop and then ‘top up there will always be a need for shops’ in the smaller, physical shops. The convenience stores run by the supermarket still has a major likes of the Co-op? place in how we buy food and According to a report in the accounts for the biggest Evening Standard, the latest proportion of grocery five-year industry forecast by spending. The weekly shop is IGD, the industry research not dead and it remains one of body states that over the next the most convenient ways a five years spending in family can buy their groceries. superstores (those larger Many of us are not organised than 25,000 sq ft) will fall by enough to shop on line – and 2.9 per cent. That might not there is still a fair percentage sound a lot, but it equates to a of the population that simply loss of £2.1bn a year. isn’t tech savvy, or just prefers The grocery shopping to choose their products in landscape is changing and person. That said, m-commerce is predicted to no-one really knows how it will impact on four key industries look in the future. The only thing I can definitely predict is and retail is one of them as that we as an industry will consumers are given the have to be flexible and adapt ability to place and pay for with it. orders on the go. Perhaps


Autumn 2015

Case Study: Windows 10 Challenge The Windows 10 Challenge programme has redefined how Microsoft engage and empower retail professionals to ensure they are primed and motivated when it comes to advocating Windows 10 to their customers. With gamification and a sense of achievement at its heart, the programme concept developed and managed by the brand experience agency ‘Energy’, was inspired by The Crystal Maze and Fort Bayard gameshows whereby understanding the benefits of Windows 10 and being able to demonstrate them efficiently, was the key to competing successfully in a series of team challenges.

through #mywindowsstory. Run over a 6 week period that kicked off in June and covering 45 events across 13 cities, over 3,500 retail professionals have now experienced the Windows 10 Challenge and judging by the large volume of positive coverage shared through their social media channels and a clear uplift in advocacy levels, the programme has been a huge success.

Mike Watson, Training Manager, Retails Sales & Marketing for Microsoft commented ‘With such a gamechanging launch for us as Windows 10, we needed to make a statement of intent amongst our top retail professionals to overcome their barriers and concerns that this was simply a refresh of the Windows platform. This is a new era for Microsoft and as such we wanted to be seen as a brand that The experience consisted of 5 zones with each one thinks beyond traditional retailer engagement and training. Whereas typical retailer engagement grouping relevant benefits together and programmes tend to be based on a present and dramatising them to maximize involvement and inform model, we briefed Energy to deliver a more interaction with Windows 10 itself. Guests had plenty of opportunities to win Microsoft products immersive and entertaining experience to secure throughout the day by successfully completing the emotional engagement with the brand in addition challenges and actively promoting their experience to ensuring that core benefits were communicated’

BEST BEFORE Autumn 2015


Ahem Interruptive (or disruptive) marketing is the new biggest category, by number of entries, in the FMBE awards. The category saw just one more entry than the next most-entered, Immersive Events (Mass Consumer) and Integration/Amplification. This was quite a big change. Interruptive has always been a popular category but Immersive Events and Integration/ Amplification have typically been notably larger. It does look as if more successful campaigns are starting off by knocking the consumer off their expected route and taking them to a different place – mentally or physically – in order to make an impact. If this is a trend then it seems to go against the greater availability of data that helps brands choose increasingly relevant shoppers and consumers to integrate with. Interruptive events are less likely to be targeting a specific lifestyle choice, age, demographic or fanbase. The rise of disruptive techniques coincides with the onwards march of social media. Social media allows the power of the unexpected to be given a value – often without investing in independent event exit research.

The ability that brand experience marketers have to drive online conversation and brand advocacy has led to a notable decline in mass sampling. An observable trend sees campaigns that aim to sample as many people as possible, in as short a time period as possible (with cut down sample size packs), much reduced. Sampling campaigns are now likely to target brand influencers specifically – reaching out to bloggers and brand fans with invitational events or office drops.


Of course social media is almost always harnesssed to help account for word of mouth impacts in all types of brand experience event – with mixed results.

Perhaps unsurprisingly many sampling and disruptive campaigns also show a low budget allocation. There is good news in that too – more new brands are giving brand experience a try. But there is a cautionary note too - which is that there is a risk that at new business pitches some agencies use social media amplification to undercut other pitches on budget, without being certain that impact per direct contact is being maintained.

Cost per indirect contact vs brand recall impact per direct contact is a study that is surely waiting to happen. Our guess is that little can beat campaigns that stimulate real life conversations and generate engaging social interactions ahead of campaigns that simply go viral and reach masses of online eyeballs with virtual wallpaper.

Published by

Frank Publishing Ltd, II BRAND X Autumn 2015

86 Sandyhurst Lane Ashford Kent TN25 4NT email

Apollo launch Rock’n’roll caterers Eat to the Beat, part of the Global Infusion Group, have worked with the Hammersmith Apollo for over 30 years and the relationship reached a new high as the iconic building launched as a corporate venue tonight.

growth opportunity but the 6% gradient of the floor stood in the way of hosting major seated events. Now a state-of-the-art flat floor structure has been installed.

GIG founder and CEO Tony Laurenson said he was thrilled to see the Apollo going from strength to strength, adding: “Over the years the venue has gone from rock ‘n’ roll and moved into the more corporate world Since the Apollo was bought by AEG – as a company, GIG strongly reflects Live and CTS Eventim in 2012, a multi-million pound refurbishment has this. We started off at Hammersmith as Eat To The Beat, and now in 2015 transformed the renowned event space. Expanding the corporate side of our corporate division GIG.” Full story: the business was seen as a major

Under Armour on water On September 8th a 30m long vessel transported a huge image of Welsh Rugby Union (WRU) players Jamie Roberts and Leigh Halfpenny, accompanied by fellow Home Nations representatives James Haskell (England), Jordi Murphy (Ireland), Drew Mitchell (Australia) and Canadian Jamie Cudmore, displayed across eight shipping containers. As it passed down the Thames and under Tower Bridge, the mural - which originally showed the players in

country colours - was ‘ripped’ to reveal the Armour baselayer. The creative demonstrates Under Armour's commitment to making all athletes better, regardless of nation or team represented. Under Armour director of marketing EMEA, Christopher Carroll, said: “We partner with the World’s top talent in rugby and our mission is to provide our athletes with cutting edge gear to help them train and perform at their best." Full story:

Dove Men+Care launch Scrumtogether The FA and Breast Cancer Care team-up EMS-Healthcare is taking The Football Association and Breast Cancer Care’s #Passiton message into the community with a 24-week Breast Awareness Roadshow.

Footballing legends came out in force at St George’s Park to show their support and kick off the roadshow with appearances from Theo Walcott, Jack Butland and Full story: Jonjo Shelvey.

Dove Men+Care, Unilever’s male skincare brand, ramped up its Scrumtogether campaign with the launch of a Rugby World Cup 2015 ticket giveaway. DoveMen hosted the competition, which asked fans to ‘scrum together’ in order to unlock both tickets and exclusive content every Thursday across the tournament Via Twitter. Almost 10,000 of the brand’s anti-

perspirants, shower gels and face products will be used by over 600 of the world’s rugby players; major retailers have been running Rugby World Cup 2015 ticket promotions in their male grooming aisles since June; and London buses have been wrapped with Dove Men+Care #Scrumtogether messaging for the duration of the tournament. Full story:

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It also requires the ability to take a client’s idea and create a deliverable experience. Then there’s the enthusiasm of the presenter backed with an in-depth product knowledge, together with the ability to politely engage, clearly inform and persuasively demonstrate. Combine the elements correctly and you get a 250% uplift in sales and a very happy client. To find out more call: 01306 640 980 and just add… PREFERRED SUPPLIER

BRAND X Autumn 2015 III

Sure and N2O at Creamfields

North America for Icon

Antiperspirant brand, Sure, joined forces with brand activation agency N2O at music festival Creamfields over the August bank holiday weekend to deliver a high-tech experiential activation.

Icon, is celebrating early success in its strategic move into the North American market after six months, having delivered end-to-end solutions in to a range of clients across golf, motorsport and soccer.

The focus of the activation was Sure Motionsense antiperspirant, which uses a patented microcapsule technology that responds directly to movement, releasing bursts of freshness throughout the day. The Sure vision of a festival stage that responded to crowd movement was executed by N2O. The agency created bespoke technology to track

crowd movement at the main South Stage, feeding this data into branded towers rigged with CO2 cannons. When crowd movement reached its peak, dancers were rewarded with refreshing bursts of CO2. N2O’s Sure brand ambassadors also handed out branded concert balloons and giant glow sticks. As well as the main stage activation, N2O and Sure provided a downtime experience for festivalgoers, allowing them to freshen up between acts at ‘refresh zones’ where brand ambassadors offered samples of Sure and other refreshing toiletries. Full story:

has already delivered projects such as the Formula E races in both Miami and Long Beach; some of the MasterCard branding at the Arnold Palmer Invitational golf tournament in Florida; the Fifa Fan Experience at the Women’s World Cup in Entering into America has long been Vancouver; and the Aberdeen Dad part of Icon’s expansion plan, with an Vail Regatta in Philadelphia. initial focus on sport, events and Full story: experiential activities. As a result, Icon

Hostelworld at V Festival Hostelworld and Tribe Marketing took over the V Festival official meeting point in August, providing a pop-up hostel experience, complete with giant 10 metre long hammock, and a chill-out zone, emulating the vibe and social experience that hostels are known for plus a perfect line-of-sight to the MTV stage. Tribe created the hostel experience for V Festival, which took place in Chelmsford, with a tent featuring comfortable furniture, live DJ music,

free phone charging, complimentary Wi-Fi and the giant hammock. Visitors could also enter a competition to win flights, a hostel stay and tickets to one of six European festivals for themselves and a friend by posting a “hammock selfie” to Twitter or Instagram. Tribe Marketing was responsible for the creative idea, stand build, logistics and staffing for the Hostelword pop-up Full story:

Supermalt celebrates Carnival The Bank and Supermalt spent the summer bank holiday weekend celebrating in Notting Hill with their largest ever event at Carnival. Supermalt brightened the moods of Carnival goers by serving up four varieties of Supermalt punch, custom made Supermalt ice cream and giving away thousands of whistles and temporary tattoos at the Supermalt Chill Out Zone. Supermalt kept everyone moving at the Mastermind Sound System with acts from all over the world, including Ms. Dynamite and Gyptian. Kenneth Hansen, International marketing manager, Malt Beverages at Royal Unibrew, "We are delighted that our ‘Carnival’s Got It’ campaign for Supermalt has resonated so well with our target audience. Our limited edition packaging and ATL embrace all that is so special about The Notting Hill Carnival - a key date in the calendar for our consumers. Carnival represents the light-hearted

IV BRAND X Autumn 2015

spirit, liveliness and inclusive character of the Supermalt brand. Our sponsorship of the Mastermind Roadshow Sound System and the Supermalt Chill Out Zone, gave carnival goers the perfect opportunity to re-boot, re-fresh and keep the beat going” August saw the release of the OOH campaign called “Carnival’s Got It”, which tells the story of Supermalt and Notting Hill Carnival hitting the streets of London around the same time 3 decades ago and Supermalt released their first ever limited edition bottle and pack. Hel’s Angels provided the bar manager, cocktail bartenders, brand ambassadors, breakdancers and a Football Freestyler as well as designing the Supermalt cocktails. Supermalt’s digital agency-Three Halves-devised a social media campaign to coincide with the event. Full story:

Renault at the Big Feastival Fusion-Events, the organiser of automotive ‘live’ brand experiences, helped Renault serve up treats for foodies, music lovers and families as the official automotive partner returned for second helpings at this year’s Big Feastival organised by Jamie Oliver and Alex James at the end of August.

offering festival-goers a free shuttle service in a fleet of all-electric Twizy two-seaters operated by us between the main site on Blur bassist Alex James’ Cotswolds farm and the nearby Big Feastival.

“Once inside the Big Feastival, visitors soaked up the atmosphere in the Renault Family Zone and learned more Managing director of Fusion-Events, about the mouth-watering range of Renault cars. The Captur was featured Gianni Mason, said: “In the run up with last year’s popular 24-foot to the Big Feastival, we helped Renault run a competition allowing climbing wall and HD cameras mounted families to nominate a deserving dad at the summit once again created with real cooking skills. Four finalists digital content that could be shared instantly on various social channels. cooked their star dish live at the Meanwhile, a specially-created obstacle event in Jamie Oliver’s Food Tube course inspired by Renault’s partnership van, and were then featured on with Men’s Health Survival of the Fittest Jamie Oliver’s Food Tube. helped support the launch of the All“Renault certainly set the tone for New Renault Kadjar.” the fun-filled friendly event by Full story:

Brown Betty PR launches Lara Croft GO Brown Betty PR encapsulated Lara Croft’s spirit of adventure and love of treasure hunting by launching 'Lara Croft Go' on the London Underground. To communicate the mobile nature of the new game, commuters were encouraged to search for a real life Lara Croft on the London Underground during their daily commute as part of the launch for Square Enix. A secret password, printed inside the Metro, gave the reader a free iPad on the spot if they whispered to one of the four Lara’s who were traveling around the City.

Lynn Daniel, founder of Brown Betty said "We know how important it is to delight our clients with our ideas, so we’re thrilled at the success of this idea and the willingness of Londoners to join in with the stunt. When ideas are condensed down to their simplest, most creative form and executed well, that’s when the magic starts to happen. A big thank you and congratulations to everyone who joined in" A front page cover of the days Metro and an in-depth review inside accompanied the treasure hunt. Full story:

BMW and Mini Pop-up at intu Jardine Motors Group opened its first dual branded pop-up shop at intu Milton Keynes featuring Lancaster BMW and Lancaster Mini. Installed by experiential agency TRO, the pop-up shop gave customers an immersive experience of both the BMW and Mini brands.

store’s iPad’s, customers create their own BMW or Mini, as well as make purchases from a wide range of branded lifestyle merchandise, including handbags, small racing cars for children and MINI bulldog toys.

Roger Binks, customer experience director at intu, said: “This has been a fantastic partnership that has really Located on the East Walk, close to Debenhams, customers could enabled us to raise awareness of experience the brand, make enquiries BMW and Mini in an innovative and exciting way. “ and view a selection of BMW and Mini models, including the Full story: revolutionary BMW i8. Using the

Macmillan’s isolation box

earlier this year at London’s Paddington Station, was installed as part of the charity’s #NotAlone campaign and was created by Tea and Cake PR. Members of the public were taken from the hustle and bustle of one of Manchester’s Two personal stories of cancer patients busiest stations into an isolated box from each location, both talking with just their own reflection. Inside, poignantly about the effect loneliness they could hear the voices of real had on them during their cancer people talking about how lonely journey, were shared each day of the they felt after being diagnosed with Box’s tour. cancer. The Isolation Box, which was launched Full story: Macmillan Cancer Support brought an Isolation Box to Manchester Piccadilly Station on Tuesday 25th August to highlight the plight of cancer patients who have experienced loneliness in Greater Manchester.

Coasting into town

showing that despite one in five Brits dreaming of escaping to the coast, the number of people actually visiting has dropped by 20% in the last decade, the National Trust brought the great British coast to the city to help the nation reconnect to the magical experiences the seaside can offer.

A giant shell washed up in London, Bristol, Cardiff, Birmingham, Leeds, Manchester and Belfast allowing members of the public the opportunity to see, smell, hear and taste the sea this summer without leaving the city. Senses were triggered inside the shell by the aromas of the seaside, sounds of waves and seagulls, and magical interior lighting. With research

Lego Friends pop star tour An interactive tour bus experience toured the UK this summer, visiting key retailers including Argos, Smyths and Toys R Us, inviting customers to jump on board and step in to the world of Lego Friends. Fans could get hands-on with the latest sets and get to know the newest character in Heartlake City, pop starlet Livi, on a bus packed full of activities that bring the pop star experience to life.

“Bluewater is very excited to be welcoming the Lego Friends Pop Star Tour Bus on 28-31 August as families and our younger guests can enjoy a truly immersive experience from a really exciting brand. Bluewater attracts increased footfall during holidays and activities such as this are really important to helping us deliver an exciting experience, one that stands out and complements our strong retail and Anticipating the tour’s arrival Sharon leisure offer. The timing for the visit could not be better." Smith, Bluewater’s commercial partnerships manager, commented: Full story:

An interactive coastal photobooth was on hand to capture the experience. Mischief PR were behind the activation which was constructed by Hothouse. Full story:

The Hub for Arsenal Arsenal Meetings and Events have launched The Hub, a new indoor multipurpose sport and activity facility, to the event industry. Sitting alongside the home of Arsenal F.C. the Emirates Stadium, The Hub, is a versatile event space, created with teambuilding activities in mind. The 50 metre by 18 metre 4G pitch can double up to host any number of popular teambuilding activities, including dodgeball, archery, netball and even duck herding, as well as football.

Full story:

BRAND X Autumn 2015 V

Guitar Hero Live amps up

crowd reacts to the notes played.

In the studio downstairs, all To mark its return after a five-year absence, festival-goers were invited to Guitar Hero Live partnered with Sense to play the new game before its create 'The Amp' - a two storey, immersive official release date and prerock star installation that gatecrashed order the game for a chance to Bestival on the Isle of Wight from 10–13 win an exclusive signed September. controller. Upstairs was about making consumers feel like real Festival-goers were among the first in the UK to try out Guitar Hero Live’s innovative stars - talent scouts scoured the crowds to cherry-pick potential new gameplay and the -new guitar controller. Guitar Hero Live mode put gamers talent, inviting them to the VIP backstage area. onstage, looking out, to create a heartFull story: www.fieldmarketing. stopping first-person perspective as a real com

Publicis London sends commuters Twizy On August 6th, the day of the 24-hour tube strike, a fleet of Renault Twizys branded with 'FREE #TWIZY SHUTTLE!’ rescued London commuters with a taxiesque service The electric cars, which are exempt of the congestion charge, roamed the streets of central London between key commuter tube stations. The Renault Twizy is compact and able to zip in and out of traffic – getting commuters to their destination free of charge. Commuters were encouraged to use the Free Twizy Shuttle by hailing one down if it passed by and share their experiences on social media. The idea was conceived and executed by Publicis London. Full story:

‘It’s Lunchtime’ returns The ‘It’s Lunchtime’ campaign returned for a second stint on August 27th. Following a landmark launch in 2014, the promotion aims to ‘Liven up Lunch’ for thousands of consumers across the UK, with two experiential Roadshows visiting 30 Tesco and Sainsbury’s stores London railway stations.

Green & Black’s goes to Ireland The Green & Black’s Taste & Colour Tour, which has been visiting locations in the UK since April, moved across the Irish Sea for a 5 day activation in Dublin in August in an activation coordinated by Purity. Full story:

Jam tour spreads Bonne Maman enlisted Circle Agency, to activate the second half of its ‘House of Bonne Maman’ tour, which took to the road from the 26th August starting at Manchester Arndale. Circle Agency hosted the Bonne Maman homely pop up kitchen to offer food lovers the chance to try Bonne Maman jams,

VI BRAND X Autumn 2015

conserves and compotes. Circle Agency hosted banquets throughout the day, so shoppers could join for brunch, afternoon tea or dessert at the family dining table. The stand also hosted a range of children’s activities, product samples and the chance to buy Bonne Maman produce and gifts.

Full story:

Visitors are given free samples. This year’s campaign offered nine brands,

all of which will be free to try in a variety of different forms and recipes. Heinz, Lavazza, Leerdammer and The English Provender Co. join the campaign after taking part in various other Brand Belief promotions. For Bahlsen, BOL Foods, Frijj, Kingsmill and Wall’s Savoury Pastry, this is their first time on a Brand Belief multibrand campaign, having noted the success of Brand Beliefs other multibrand promotions. Full story:

Coconut Watering Hole lands Bringing a touch of island life to the capital, innocent’s tiki themed pop-up served up a selection of specially crafted coconut water mocktails. Drinkers used their phones to order their coconut concoction of choice by sharing a picture of the watering hole, tagged with the drinks unique Emoji hashtag.

packed with different fruits, nourishing ingredients and lots of innocent coconut water. Also on offer was an innocent coconut shy, coconut themed beauty treatments, and Caribbean music from a steel band as well as deck chairs to relax in.

Agency The Romans were behind the The mocktail menu of refreshing and activation naturally healthy options was devised by chef Anna Jones, previously of Jamie Full story: Oliver’s Fifteen. Each recipe was

Troxy combines vintage charm with modern day facilities and a contemporary approach for immersive brand events, product launches, conferences, award ceremonies and boutique live music gigs.













490 Commercial Road, London, E1 0HX

020 7790 9000



Recently seen at intu...

Pop-up shops are proving to be very successful at intu centres this quarter, with automotive superbrands, BMW, MINI and Mercedes leading the way.

Awards Preview: Brand Experience Categories The merest glance through the shortlist is all

you need to know about the quality of the FMBE brand experience award entry. After eleven years of championing the sector, FMBE is still the place where the best campaigns come to pitch themselves in for award recognition. After a record level of entry the finalists have really been through the wringer to get onto a shortlist that features some of the best known experiential events and many of the world’s most successful experience brands

Category G – Most Effective Sponsorship Activation

Located on East Walk at intu Milton Keynes, near to Debenhams, this dual branded shop was a first for BMW and MINI. Having previously featured cars as part of a concourse display, this was the first time that the dealership has branched out into a shop. The shop launched on August 7th and was open until September 12th. The aim of the shop is to increase awareness of the dealership and to raise the brand profiles of both BMW and MINI within the local and surrounding areas. The original plan was to have a concourse display for MINI, however after investigating other available units at the shopping centre they came up with the idea of opening a dual-branded shop.

A sideshow in this one sees an International line up of event locations with campaigns for Esurance, SAP and Verizon being held in the US, Ableton in Berlin and Irn Bru in Scotland. Meanwhile the German sounding Jägerhaus travelled to extreme locations such as Cumbria and Winchester! With these entries from far afield the category was already looking competitive enough, especially as the Irn Bru campaign has already won the coveted Grand Prix at the IPM awards this year, but the shortlist is rounded off by leading work by the award winning partnership between Coca-Cola brand Relentless and agency Vision Nine, and the much awarded sponsorship agency Synergy with IG. The judging on this one was a very close call, with some strong advocacy for all of the shortlisted finalists.

Frukt – Jägermeister - The Jägerhaus GMR Marketing – Esurance - #Rallyforthecause GMR Marketing – SAP – Superbowl XLVIII Leith Links - Irn Bru – How IRN BRU owned the Glasgow Commonwealth Games Slingshot Sponsorship – Ableton – Outlook & Dimensions Festival Knowledge Arena Synergy – IG – Live Every Game Vision Nine – Relentless - @ Leeds Festival Wasserman Experience – Verizon – Power House

The Brand Experience Co, SKODA

A more recent Mercedes pop-up shop at intu Trafford Centre has equally been wellreceived by shoppers. A regular change round of the vehicles on display points towards the promotional flexibility of the proposal.

VIII BRAND X Autumn 2015 @intugroup

TheField/ Campari

Reach over 1 million customers every day intu Braehead 350,000 weekly footfall* 51% ABC1, 76% female Largest exp. space: 10m x 9m Manchester Arndale 800,000 weekly footfall* 57% ABC1, 61% female Largest exp. space: 15m x 7.5m intu Trafford Centre 600,000 weekly footfall* 66% ABC1, 79% female Largest exp. space: 13m x 5m intu Potteries 240,000 weekly footfall* 51% ABC1, 75% female Largest exp. space: 6m x 5m intu Derby 465,000 weekly footfall* 54% ABC1, 63% female Largest exp. space: 10m x 9m intu Merry Hill 450,000 weekly footfall* 53% ABC1, 61% female Largest exp. space: 22m x 12m intu Milton Keynes 330,000 weekly footfall* 71% ABC1, 76% female Largest exp. space: 8m x 5m The Mall at Cribbs Causeway 230,000 weekly footfall* 76% ABC1, 66% female intu Watford 350,000 weekly footfall* 71% ABC1, 68% female Largest exp. space: 12.5m x 5m

intu Metrocentre 500,000 weekly footfall* 53% ABC1, 73% female Largest exp. space: 16m x 13m

intu Eldon Square 700,000 weekly footfall* 61% ABC1, 67% female Largest exp. space: 8m x 6m

intu Victoria Centre 465,000 weekly footfall* 53% ABC1, 74% female Largest exp. space: 16m x 10m

intu Broadmarsh 300,000 weekly footfall* 44% ABC1, 73% female Largest exp. space: 24m x 16m

intu Chapelfield 240,000 weekly footfall* 60% ABC1, 69% female Largest exp. space: 20m x 10m

intu Lakeside 500,000 weekly footfall* 56% ABC1, 76% female Largest exp. space: 18m x 13m

intu Bromley 350,000 weekly footfall* 69% ABC1, 81% female Largest exp. space: 10m x 7m

intu Uxbridge 250,000 weekly footfall* 58% ABC1, 82% female Largest exp. space: 4m x 4m

Call intu Experiences on 020 7887 7046 Estimated weekly footfall


intu FMBE ad_A4_v3.indd 1

07/05/2015 10:56

Category H – Most Effective Roadshow/ Shopping Centre Campaign

Category I – Most Immersive Event (Mass Consumer)

Sponsored by SpaceandPeople

Sponsored by intu

This category was one of the few in the Brand Experience Categories to take a dip on 2014 in terms of number and quality of entries. Nevertheless a strong shortlist emerged and a popular gold winner was chosen – and industry note – “clients still love campaigns like these that focus on effectiveness and shopper delight.”

This category, together the categories K and L, has emerged as the one with the most entries – odds of making the shortlist were therefore slim and unsurprisingly a long judging discussion led to a lot of deliberation and debate over the winners. One judge commented: “Our industry can be very proud of its creativity and ability to impact consumers and shoppers in a credible way.”

Avantgarde – nPower – Acts of Warmness The Brand Experience Company, SKODA – Fabia Shopping Centre Tour The Field – Microsoft Xbox – Tour Independent Events – NSRI: Road Respect – Pop Up Shop Tour Liquid Thread, Vidal Sassoon – Salonist Experience Live & Breathe, - Birds Eye – Inspirations Launch psLive – Center Parcs – New Village in Woburn Forest

Avantgarde – Porsche – The Sound of Porsche The Field – Campari – Rediscover Red Frank PR – Volkswagen – Hotel California Leith Links – Irn Bru – How IRN BRU owned the Glasgow Commonwealth Games pd3 – Ray Ban – The House of Never Hide Space – Desperados - Detonate TRO – Nissan – UEFA Champions League Festival

Wasserman – Vodafone

Avantgarde – Porsche

Independent Events- Road Respect

House of Experience – Transferwise

Cherry London – Sport England

Looking Glass – Citizen

Avantgarde – Porsche

Collider – Beko

X BRAND X Autumn 2015

GMR - Esurance

Wasserman – Barclays Premier League

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BRAND X Autumn 2015 XI

Category J – Immersive Event by Invitation

Category K - Most Effective Integration/ Amplification

Sponsored by intu

Sponsored by Avantgarde People

This category saw quite a feisty debate amongst the judges with the gold Judges in this category concluded that quite simply a fantastic level, variety and quality and silver campaigns gaining a level of support that has put them a long had been seen. The finalists all show that live activity invigorates brands and creates way in front of the rest. The decision for gold and silver was a very tight one. campaigns that can really resonate in combination with other media. There are examples on the shortlist of successful correlation with media including digital, social, mobile, BrandFuel – Google – OK Google television, Press and PR, direct marketing, instore POS/POP, outdoor and digital outdoor.

Cherry London – Sport England – Bloomin Girls Collider – Beko - 25 Hope&Glory – Tru TV – Tatt Modern psLive – Adidas Supercolor – 50 Shades of Supercolor Sport Five and The Appointment Group – Epson Europe – Epson World Cup Wasserman Experience – Vodafone - #30yearsVodafone 4G Gig

Blackjack Promotions with OMD and Talon – Disney Channel – Take on the World Hope&Glory – Airbnb – Floating House Looking Glass – Citizen Watches – Citizen L Sunrise Connected Media Slice – Santander – Breakthrough Box Wasserman Experience – Barclays Premier League – Live, Mumbai whynot! – Anchor Cheddar – Save the Cheese Sandwich

Slice/ Santander Sport Five/ Epson

Slingshot/ Ableton

Circle/ H&M

Cherry London/ Sport England

Space/ Desperados

XII BRAND X Autumn 2015

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BRAND—X Leicester Autumn 2015 XIII Bullring — Birmingham * Brent Cross — London * Cabot Circus — Bristol * Centrale — Croydon * Highcross The Oracle — Reading * Silverburn — Glasgow * Union Square — Aberdeen * Victoria Quarter — Leeds *WestQuay — Southampton

Category L – Most Effective Interruptive Campaign

Category M – Creative Team

There was a big upturn of entries in this category showing many variations of Sponsored by Mobile Technik ‘surprise and delight’. Gold and silver was a very close contest with a casting vote This new category was very slow to take off, but generated some of the most having to be made. interesting entries. The result has been a very competitive shortlist.

Avantgarde – Porsche – The Sound of Porsche The Circle Agency – Relish – Zipping Through Traffic The Field – ASUS – Transform Your Journey Hope&Glory – Airbnb – Floating House House of Experience – Transferwise – Bath4Banks Nexus Engage – Microsoft – Fruit Machine Bluewater psLive – Center Parcs – New Village at Woburn Forest

The7Stars – Abundance - Consequences Avantgarde – Porsche – The Sound of Porsche The Field – Campari – Rediscover Red INITIALS with Arcstream – Peugeot – The launch of the new Peugeot 308 Nexus Engage – Microsoft – Fruit Machine Bluewater Wasserman Experience – Vodafone - #30YearsVodafone Zero Collective – Delta Airlines – Hollywood Without the Drama

TheField/ Campari

Liquid Thread – Vidal Sassoon

TRO - Nissan

Zero Collective – Delta Airlines

Frukt – Jagermeister

XIV BRAND X Autumn 2015

The7Stars/ Abundance

INITIALS – Peugeot

whynot! – Anchor Cheddar


Pd3 – Rayban

TheField – Campari

psLive – Adidas Circle/ Relish

Blackjack/ Disney

Frank PR/ Volkswagen California

Collider/ Beko

Nexus Engage/ Microsoft

Hope&Glory/ Tru TV

Hope&Glory – Airbnb

BRAND X Autumn 2015 XV


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Supplier: The Flash Pack

Supplier: A rcstream’s photo

Over 1.8 billion photos are shared online every day, and account for 75 per cent of content posted on Facebook. Brands are cottoning on to this and we have seen a phenomenal rise in the use of photography within brand experiences. FMBE met up with Jerome Maas, director of The Flash Pack to find out more:

Technology specialists Arcstream AV designed and built a touch screen photo booth system and software application, to be an integral part of Grolsch’s ‘400 Years of Originality” roadshow that toured the UK this summer.

Who is The Flash Pack? We are a photo experience agency specialising in creating unique, shareable photographic content at live events. We work with agencies and brands to create photo experiences that are fun but relevant. We also provide the technology for people to immediately share their images live on social media. How did The Flash Pack come about? The Flash Pack is the new collective name for three formerly separate brands Sharedit, The Photo Emporium and Blue Steel. We’re a mixed bunch – including photographers, designers, data-crunchers and event planners. But there are two things we all have in common: a passion for photography and a strong belief in the power of experiences.

and high quality content. Early on, we identified a need for a real measurable ROI, so we developed reporting tools to allow agencies to have a deeper insight into the data and analytics behind the experience. Our creative team works with a client to lead the design of a photo experience so it really works and produces amazing results– we aren’t just a supplier of kit. What has The Flash Pack been up to recently? The summer was really busy - we activated several photo experiences at some of the key summer festivals and events. From the Open to Wireless and V Festival, working with some very prominent agencies including Octagon, SmartLive and Cake. We also created photo experiences for brands including John Lewis (with Pretty Green), Disney (via Haygarth) and BMW (with TRO). What has been the highlight for The Flash Pack over the last year?

It was when Game of Thrones actress Emilia Clarke and actors Sam Claflin and Chris O’Dowd used our Multi Camera Bullet Rig at the British GQ Men of the Year Awards. The Bullet Rig creates a 360 degree ‘Matrix’ style image of a person frozen in action. It was What makes The Flash Pack different perfect for their audience and is now from other similar companies? available for brands to use to create really Strong client services, innovation, creativity stunning and shareable content.

The photo booth was equipped with eight, modified, vintage cameras to fit with the roadshow’s 1960s pop-up Chevrolet and retro theme, taking eight simultaneous shots of the user from varying angles. The photos were then merged by the software application and given Instagram style filters to create a portrait that users could print out and share on their social media channels. In addition, the software application took smaller versions of the portraits to create a collage, in the shape of a Grolsch bottle, which was displayed on a separate screen mounted on the side of the Chevrolet. The roadshow, led by Life Agency, included Arcstream AV’s photobooth, free samples and the opportunity to win a holiday. It launched in Waterloo Station for three days before touring the UK at festivals and events

booth for Grolsch

throughout the summer. At Waterloo, Arcstream AV was also responsible for sending the photos to the station’s permanent 40m wide highdefinition LED screen, which towers above the platforms, to create a huge Grolsch 400 collage. Neil Dickinson, managing director at Arcstream AV, said; “The pop-up tour incorporated some of the latest trends in interactive technologies and visual effects. Our multi-camera live photo booth system and software application set itself apart from the standard photo booth systems, which are becoming more and more popular at experiential pop-ups. It was great to work with Life Agency on this creative campaign and showcase another example of bespoke technology at an experiential event.”

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planned route to France due to strikes at Calais and hold-ups at Dover.

Roadshows with logistics expertise

This year has seen a growing trend for

consumer experiential roadshows, as the questions boil down to the numbers; licensing, research whether a certain Robin Carlisle, Managing Director at Mobile Promotions how much can we spend? What is the time equipment and vehicles are able to enter seen by the exciting events from brands The fundamentals of a roadshow are brand and product understanding teamed with the crucial logistics: who, what, how, when and where. Successful roadshows, ones which truly engage with the audience, reach much further than solely logistics. At Mobile Promotions we bring in people with different skill sets for each tour – the logistics experts and the creative thinkers. With the brand, brief and budget on the table, we team up to plan a roadshow which is both logistically efficient but creatively engaging and that delivers to the brand values. When working on a roadshow, so many of

frame? How many people are needed? What resources and vehicles do we need? These questions raise challenges but with the team pulling together, they become manageable and a creative mix brings the powerful solution. Mobile Promotions has become a go-to provider for complex roadshows, so while no roadshow is ever the same, we know what research and preparation needs to be executed. We’ll do the relevant checks on equipment and vehicle legislation and

Agency: Bearded Kitten FMBE Reporter Harriet Cramer posed the questions How did Bearded Kitten come about? A group of like-minded people who loved to try out new ideas came together and Bearded Kitten was born. There has always been fun at the heart of Bearded Kitten and an intention to do things that others haven’t thought about before.

the location and urban areas involved, and complete necessary admin and documents for ‘getting on the road’ whether UK or elsewhere.

From years of experience, I know how essential it is to keep the daily news on your radar. Being aware of weather conditions, road closures, festivals and street events affecting traffic, can all be the make or break to a roadshow’s schedule. Most recently we’ve had to reconsider a

including McVities, Ribena and Dyson. We produced a truly exciting and engaging roadshow parade of our own this summer with the stylish new urban car; smart’s forfour. Engineered with Mercedes-Benz it was a headline act engaging with consumers to see, feel, touch and try the new four seater car designed to be compact and dramatic. The campaign delivered high footfall routes also stopping in iconic venues such as Wembley Stadium. It proved the success of our formula – the partnership of logistics, creativity and budget.

ideas and not being afraid to step outside our comfort zone. Pretty much every project we take on is totally new to us. We like to keeps things fresh and exciting. We are the company to call if you want to do something out of the box. We love it. Also, we are really good at putting ourselves in the shoes of the audience and designing an event from their perspective. We think brands like to use us as we really understand what excites people. What has been the highlight for you over the last 12 months? 2015 has been a big year for Bearded Kitten. We launched the Christmas retail season for Westfield with over a hundred human toys exploding out of a giant present, we’ve designed, built and choreographed the Google Christmas party with Tinie Tempah headlining… they were both great fun.

Since then we’ve built an 80s Miami hotel in Spain for Festival Republic and an entire Louisiana Swamp in central London for Edelman PR. We also built some pretty crazy stage sets for FatboySlim to We have always considered ourselves pioneers in testing out new celebrate the launch of his Smile High Club. What makes Bearded Kitten stand out?

Venue Spotlight: Network Rail Following Space and People’s work with Grand Central Birmingham and St Pancras International, SpaceandPeople now have the exclusive rights to sell space in 17 Network Rail train stations throughout the UK.

Supplied by

are a perfect opportunity for brands, roadshows, and businesses to reach a national audience. We envisage opportunities for fully immersive station campaigns starting with Brand to Hand in the morning, which becomes a catalyst for ‘water Network Rail manages some of the busiest train cooler moments’ when commuters reach the office. Then on the journey home, making the stations in Britain with over 1 billion people most of dwell times, the campaign can be visiting every year. With stations in the heart of amplified by tempting commuters with their many cities including London, Leeds, Liverpool, Manchester, Glasgow, and Edinburgh, the stations smart phones to engage with social media activity.

Promotional Activity by Sector Q3 2015 Q3 Activity Report



Food & Drink

Mobile Communications




Government & Health 2%



Quarter 3 of 2015 has seen a number of bookings for experiential activities including retail and automotive.

Entertainment 0%

Health & Beauty



Financial Services

Miscellaneous 32%



In retail, LEGO brought its Imagination Factory to the Centre MK. The factory of fun was a place to engage with the creative possibilities of LEGO. For the under 5s there was a LEGO DUPLO area, for an older audience a graffiti wall to share ideas, and for all a hyper reality photo area where visitors had pictures taken with interactive LEGO characters. In automotive, ESSO (technology partner of McLaren Honda) brought the Formula 1 Fuel Your Senses campaign to Meadowhall. With a custom high definition screen, visitors were invited to experience the excitement of driving by stepping on a pedal to intensify a neon Honda visual whilst blowing wind in their hair to the sounds of a McLaren Honda car.


Autumn 2015


In other sectors Sony Pictures celebrated the launch of Hotel Transylvania 2 with a national tour of UK shopping centres. Children had the opportunity to meet and have photos taken with their favourite characters; photos taken were kept as mementos in branded Hotel Transylvania 2 frames. Visitors were able to enjoy clips from the film and participate in activities such as the Howl Booth and Wrapping Mummies. Families also had the chance to win a trip to Chessington World of Adventures. At One New Change SkyWork Airlines and Made in Be

4% 3%

produced a Swiss chalet pop-up promoting Bern as a holiday destination, as well as new direct flights from London to Bern. Visitors were treated to Switzerland’s famous Kambly biscuits, in flight magazines, plus Bern tourism brochures and keyrings. There were also opportunities to win flights to Bern with SkyWork Airlines. Complete with flower pots, grass, airline seats, and pop-up banners, the experiential activity successfully promoted everything Bern has to offer as a holiday and a UNESCO world Heritage site.

Category O – Small Scale/ Category P: Product Launch or Relaunch Local

Awards Preview:

A big and high quality category has been split into at or near POS activities and away from store proximity with 2 golds resulting and one overall winner presented on the award’s stage. The category saw a mixture of ingenuity, successful trials and extreme budgeting which showed judges how small but profitable instore wins and clever proof of value and smart thinking are helping to bring the industry forwards – both in terms of accountability and in terms of showing the way forwards for new brands and products that experimented with FMBE techniques.

The category is split into FM and BE finalists with both receiving stage golds on award’s night. The FM finalists enjoyed a high standard across the board but with one unanimous winner whilst the BE finalists saw a huge range of experiential events that helped to build new product awareness. Products launching or relaunching included an online takeaway service, water, web hosting, shampoo, smartphones, football boots and a jet aircraft. FM & BE teams are nothing if not versatile!

Category Q – Creative Sampling The category was one of few to show a decline in entry numbers but that didn’t mean that judges found standards slipping as the category exhibited bright ideas and creative thinking, coupled with superb operational logistics.

The Circle Agency – Dorset Cereals – Life Begins at Breakfast The Field – Campari – Rediscover Red FM&BE Categories GMR Marketing – Chobani – Our preview and analysis feature Nationwide Tour continues with a look at the Inspira – Milo’s Kitchen – Treat Truck categories that both field Tour marketing and brand experience Multiply – Highland Park – Eclipses the FM Finalists teams compete for – including the At/Near Store Ordinary Contact FM&S – Hungryhouse – Full agency of the year shortlists. psLive - PUIG: Prada-Candy – Flower Arnold KLP – Britvic – Odeon ‘Genius’ Estate Rebranding Garden Activation Field Sales Solutions – Nutella and Go Sense – Glaceau Vitaminwater – Category N – Brand Fizz Experience – Food Warehouse by – Launch into Impulse Shinebright Studios Ambassador of the Year Iceland – Instore Sampling Logobrand – Muller – Corner Coffee Pack Logobrand – Three Barrels Honey A very strong line up of contenders Brandy – in Morrisons Trial Laura Belcher/ iD/ Sage means that two golds have been Nexus Engage – Microsoft – Fruit Machine REL Field Marketing – Volvic – The awarded, both with stage presentations at Bluewater Longest Blitz for NPD Glory on award’s night. ShopSmart – Global Functional Drinks Powerforce – Euro Food Brands – – Field Sales Team Syndicated Sales Drive (Presenting/Demonstrating/Training ShopSmart – Danone Dairies – Morrison’s and Consumer Facing) BE Finalists 5 Store Trial Tom Etherington, Cosine – LG 2Heads – Bombardier – NBAA 2014 Laura Belcher, iD - Sage The Field – TransIP – Inspiration Not at POS William Robb, infinite – Sony CE The Clear Idea – Ford GT – Tour of Iconic Centraal Kutsi Ersan, FMI – Electric Ireland Liquid Thread – Vidal Sassoon – London Rachel Webb, Hel’s Angels – Multiple Cosine - Mars Chocolate – Sweet Sundays Salonist Experience Brands Highjam Marketing – Yogi Tea – Blogger psLive – Adidas Supercolor – 50 Laura Fares, Sense – The Economist Shades of Supercolor Engagement psLive – Adidas Predator – Instinct psLive – Woman in Black #sheneverleft (Store Merchandising and Field Takes Over Sense – The Economist – Stimulating but Sales to Retail) Sense – John Frieda – Live Happily Challenging Alex Hoyle, Field Sales Solutions – Forever After TRO – Tenderstem – Meet Your Perfect Ferrero Match Jamie Dalton, REL Field Marketing – Wasserman Experience – Spotify – Spotify Molson Coors TheField/ ASUS Awais Safir, Service Innovation Group – My Tempo Apple iTunes Jack Hussein, ShopSmart – Global Functional Drinks Joe Bertolone, Tactical Solutions – A2 Tony Cottier, Tactical Solutions – Birds Eye

GMR/ Chobani

Highjam/ The Guardian Liquid Thread – Vidal Sassoon GMR/ Weber Multiply/ Highland Park

Mischief PR/ Bird’s Eye Autumn 2015


Category R – Connected Category S – Most This new category really separated those Effective Stand or Display Unit that can from those that pretend to in that we received some very bland entries alongside some which have made fantastic use of the virtual/real overlap. Field marketing applications have not made the shortlist because none were entered, so the competition is exclusively brand experience.

TThe category was an exacting one to judge as it had some very different builds hitting the shortlist: n A n exhibition takeover stand for Playstation n A clear trailer to showcase a spectacular sports car n An exhibition showstopper for Arnold KLP – Tesco – Valentine’s Day baristas 2015 neat engagement stand for The Circle Agency + UM London – H&M n A station concourses – Box of Wang n A travelling lorry-back grills and The Flash Pack – Jack Wills – Model BBQs showroom Search indow displays and sampling Popcorn PR – Old Speckled Hen – Hunts n W stands in Harrods for a Hen psLive – Center Parcs – New Village in n B ottle-shaped merchandising FSDUs for suncream Woburn Forest The contenders are: Wasserman Experience – Spotify – My

Tempo Wasserman Experience – Verizon – #WhosGonnaWin

Nexus Engage/ Microsoft

Category T – Operational Category U – Staff Team Success Award Operational Success was a big category with an impressive shortlist that saw a long judging debate help to choose between 5 of the finalists.

The category saw five stand out finalists with no other entry getting close to them, so the shortlist was kept to these 5,

BrandFuel – Google – OK Google CJ Retail Solutions – Boots – Christmas 2014 Cult Events – Red Bull – Notting Hill Carnival Powerforce – M&S – Christmas Tasting Festival ShopSmart – Sunblest – Home Bargains Product Launch Smollan – Krispy Kreme – Leading Edge Operational Asset Management Wasserman Experience – Qatar 2022 – Brazil 2014 Fanzonen

A mini aside is the question, which of the two short-named shoe brands will prevail over the other, Vans or Keds?

Cult Events – Vans – House of Vans Restaurant Launch Kru Live – Keds – Worldwide Tour with Taylor Swift Powerforce – M&S – Tasting Team REL Field Marketing – Molson Coors – Win Holiday Getaways Tactical Solutions – A2 – Launch of 1L milk in Tesco

The Circle Agency – PlayStation – Festival of Play The Clear Idea – Ford GT – Tour of Iconic London ClinkClink – Starbucks – Changing Consumer Perceptions The Field – ASUS – Transform your Journey GMR Marketing – Weber – Grill Academy Multiply – The Macallan & Highland Park – At Harrods ShopSmart – NIVEA – Bottle Implementation

Momentum/ Tigi Wasserman/ Verizon

Fizz/ Iceland whynot! – Matrade

Rachel Webb, Hel’s Angels

The Flash Pack/ Jack Wills

Sense/ John Frieda


Autumn 2015

Inspira – Milo’s Kitchen

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The very competitive category sees an anticipated FM/BE split with two shortlists, 2 golds with both being stage presented on the awards night. Two golds have been awarded with one overall platinum team of the year to be announced on awards night. This was, without doubt, the hardest category to judge. The stunning standard of the entries make it likely to deliver winner case studies that could really be used to champion the benefits of continuity in FMBE work.

Replacing our Innovation in Action award from previous years judges have brought forward 5 campaigns from other categories to be recognised for their technical or creative innovation, bringing something new and effective to FMBE. Gold will be presented on award’s night.

FM Finalists

FMI – Electric Ireland – Champion Outsource Sales Partner Logobrand – Douwe Egberts – Continuing Success and Delivering ROI Powerforce – M&S – Tasting Programme REL Field Marketing – Mondelez – The Mondelez Story REL Field Marketing - Molson Coors – Raising the Bar! Retail Marketing Group – LG – A Decade of Field Marketing Services Retail Profiling – ASUS – Building Brand Awareness and Driving Sales Tactical Solutions – Birds Eye – Winning Relationship

Category W: Field Category X: Brand Marketing Agency of the Experience Agency of the Year Year Sponsor: Bluewater Shopping Sponsor: Bluewater Shopping Centre Centre

All of the finalists have made a very strong case for inclusion on this shortlist, Judges were encouraged to see growing agencies Contract People (Ireland) and The ShopSmart Agency impressing. REL Field Marketing have Brand Experience Company – SKODA put together another strong case to see if they can win this title for an – Fabia Shopping Centre Tour Mischief PR – Birds Eye – World’s First unprecedented 4th consecutive year.

Pay-Per-Picture Restaurant Momentum – Tigi – Augmented Reality Smollan – Unilever - European Digital Measurement Program Wasserman Experience – Sky – Flagship Experiential Space

Contract People Logobrand Powerforce REL Field Marketing Retail Marketing Group The ShopSmart Agency Tactical Solutions

Brand Experience Company – SKODA

The Circle Agency is back to defend the title it won last year. Of the other finalists only Sense and Wasserman Experience have previously won this title. Once again, there are no teams making up the numbers. At the time of writing the result in this one has yet to be decided and all seven had judging advocates when the shortlist was made.

The Circle Agency The Field GMR Marketing Hope&Glory psLIVE Sense Wasserman Experience

Kru Live – Keds

BE Finalists

Highjam Marketing – The Guardian Independent Events – NSRI: Road Respect psLive – 20th Century Fox Sparkle Productions – UKTV Dave Dave’s Leicester Comedy Festival 2012 – 2015 Sparks – TaylorMade/ Adidas Wasserman Experience – Vodafone whynot! – Malaysian Cuisine (Matrade) – Malaysia Kitchen

Contact FM&S – hungryhouse ClinkClink – Starbucks

Multiply – The Macallen

Retail Profiling – ASUS

Highjam – Yogi Tea Wasserman – Sky

Wasserman – Spotify


Autumn 2015


Cheil UK creates tweetpowered sculpture Cheil UK has launched a new social initiative, #PutRedBack, to raise awareness of the restrictions on gay men donating blood, and to help shift the debate. The #PutRedBack campaign launched at the London Design Festival exhibition at Somerset House with an innovative tweetpowered sculpture. The installation, which was on display from 21-27 September, featured a striking, fluid-filled rainbow flag form. Each band of the rainbow was composed of a layer of liquid that had separated naturally into individual colours. Visitors were encouraged to tweet #PutRedBack including @putredback. For

every tweet, a single drop of red liquid fell into the top, clear layer of the flag, symbolising ‘wasted’ blood donations. Only when the 100,000 mark had been reached would the layer be filled red, putting the red back into the rainbow. As well as showing their support via the hashtag, visitors were encouraged to become one of 100,000 signatories to Freedom to Donate’s petition on that will lead to a parliamentary debate on current blood donation guidelines. At present gay men can only give blood if they have not had sex for 12 months.

TransferWise protests in Paris On September 23rd, extreme free climber Alain Robert scaled 185meter tall GDF Suez tower in Paris’ financial district La Défense in protest against hidden FX fees. The French Spiderman set off for his climb at 11.50am, reaching the top of Paris’ 5th tallest building in less than an hour. He uncovered a banner with the words “Rien à cacher” (Nothing to Hide) in support of TransferWise’s campaign to bring transparency and fairness to the financial services industry. International money transfer

FriendsFest celebrated Comedy Central remaining the exclusive TV home of Friends in the UK for a further four years.

For the sixth consecutive year, whynot! brought a taste of Malaysia to Trafalgar Square. Malaysia Night, a vibrant, bustling market dedicated to Malaysian food, music, culture and entertainment returned on Friday 18 September. Malaysia Night is a chance for people to sample dishes from some of the best eateries from across the UK while enjoying traditional Malaysian music and dance. To add to this visitors could watch cookery demonstration from John Torode, Ping Coombes and Norman Musa with a lucky few cooking along with them in the demonstration kitchen. The 6th Malaysia Night was hosted at Trafalgar Square on Friday 18 September 2015 and this year visitor numbers reached 40,000.

Webb Ellis Cup tour concludes Ahead of the Opening Ceremony, Rugby World Cup 2003 winner Jonny Wilkinson drove the last leg of the Rugby World Cup Trophy Tour. The 100-day Tour travelled through the UK and Ireland before arriving at Twickenham Stadium in a unique Rugby World Cup 2015 Land Rover Defender. Thousands of fans lined the street for the iconic moment and the rugby legend received a hero’s welcome.

Daniel Sauva, head of creative at TransferWise said: “We are committed to spreading the TransferWise revolution across Europe through our bold and disruptive stunts. We are convinced House of Experience can help us to take our message of transparency and fairness global.”

FriendsFest comes to London Kicking off on September 16th and open for four days, The Boiler House on Brick Lane was transformed into the ultimate Friends experience, giving fans the chance to immerse themselves into the world made famous by Ross, Rachel, Monica, Chandler, Joey and Phoebe.

Malaysia Night returned

business TransferWise and Londonbased experiential agency House of Experience managed the guerrilla activity, which saw hundreds of spectators gather below the GDF Suez tower to watch the epic climb.

An exhibition of original props and memorabilia was featured. Fans

could enjoy a coffee at the Central Perk café, have their picture taken on the famous orange sofa or by a replica of the iconic fountain, visit a pop-up “Rachel” blow dry salon, hang out in a New York themed courtyard, enjoy a game of foosball with friends or put their feet up and relax on a lazy boy watching episodes of the show. James Michael Tyler, famous for his role as Gunther, visited the event ahead of its official launch to meet with fans at a special preview. The agency Premier collaborated with Comedy Central on the event.

Highjam expands its team After a series of new client wins including Nothing But, Karma Cola, Claudi and Fin and new yogurt brand Nutmeg+Hive, Highjam Marketing has expanded its client services team.

PepsiCo and Norseland Cheese amongst others.

Kate Roche, director of Highjam Marketing, said, ‘I am delighted for Dena to become part of the team at Highjam. We’ve had a busy few Dena Stafford joins Highjam as months with some great new account director and will oversee business wins. Dena joining our the account management team who team will ensure the successful currently work with The Guardian, delivery of these campaigns.”

Vision Express hits the road EMS-Healthcare helped Vision Express take its Vision Van out on the road for National Eye Health Week 2015 (21-27 September). The Vision Van toured the UK in September, visiting busy shopping areas in locations with the poorest eye health, offering free eye tests and providing information on eye health - all within walking distance of a Vision Express store. Autumn 2015


Technofield The Flash Pack launches Multi Camera Bullet Rig on social media. This ground-breaking technique, which was first showcased in ‘The Matrix’, is now available for brands to use within their experiences to create a really stunning effect that will truly engage audiences. Over 1.8 billion photos are shared online every day, and account for 75 per cent of content posted on Facebook. To stand out, brands need to offer something a little Jerome Maas, director, The Flash Pack different and the Bullet Rig offers that. said “The Bullet Rig is an amazing piece of technology –we can now create a very I’m really looking forward to seeing the Bullet Rig in action at the GQ event and smooth 360 degree rotating image of a person, that can be immediately shared see the amazing content created by their very prominent guests.” The Flash Pack, the photo experience agency, created a multi camera Bullet Rig and launched it at the pre-eminent British GQ Men of the Year Awards in September. The Bullet Rig creates a 360 degree ‘Matrix’ style image of a person frozen in action –which can then be shared in real time on social media.

Lego’s Imagination Factory The Lego brand took to the road this summer with The Lego Imagination Factory experience, visiting The MK Centre, Milton Keynes and Westfield, London. The tour invited families along to help free the power of the Lego brick with their imagination. Complete with special effects, the Imagination factory is a place where ideas are built. As

children build the factory, it was ‘powered’ and the dim lights became brighter. The Lego Imagination Factory welcomed budding young inventors with a dedicated Lego Duplo area for the under-fives. Outside, a Lego brick graffiti wall let older children bring their ideas to life, while in the augmented reality photo area they could take a photo with an interactive Lego Minifigure character.

Shopkick Doubles in One Year Shopkick, has doubled its user base in one year. Shopkick’s users spent almost two hours per month in the app during July 2015 according to Nielsen data. This made Shopkick number one in engagement among top-tier shopping apps. “If you stacked all of the gift cards that users have received from Shopkick, the pile would be 18 Empire State Buildings, or over four miles, high. That’s 15 billion Kicks, or $60 million, that we’ve rewarded to Shopkick users just for shopping how they want to shop,” said Cyriac Roeding, co-founder and CEO of Shopkick. “From saving time, money and earning rewards, to discovering the things you are looking for or otherwise would have missed without Shopkick, we are reinventing the shopping experience by transforming a store, into your

personalized store.” Shopkick’s retail and brand partners have seen directly measurable increases in engagement and sales. Customers who start using Shopkick make 26% more purchases at Shopkick partner stores, compared to exactly matched customer control groups that did not use Shopkick. In total, shopkick generated a cumulative $1 billion in assisted revenue for its retail and brand partners from 2010 to 2014. In 2015 alone, Shopkick expects to drive an additional $800 million to $1 billion in sales. To date, 52% of all sales driven by Shopkick have been proven purely incremental. Of those, 74% came from new customers that Shopkick introduced to its partners, while 26% came from increased loyalty of stores’ existing customers.

Kinetic Aviator live-streams Suez On August 6th, the opening of the New Suez Canal was live-streamed by two of the world’s major cities to mark the historic expansion of one of the planet’s busiest shipping lanes in an out-ofhome (OOH) campaign devised by Kinetic and Mindshare.

Heineken’s Somerset House

Heineken launched its Rugby World Cup 2015 campaign by transforming iconic London landmark Somerset House into a rugby stadium with a 2700 projection, a roaring crowd of guests and a live set from British band, Everything Everything. The event provided by Independent Events to ensure Independent Events introduced a kicked off virtual reality Oculus Rift experience the message is spread as efficiently as the possible. to Road Respect, a road safety brand’s organisation in the North East of The Oculus Rift driving simulator focused campaign England. on driver behaviour and the dangers of dedicated to bringing The virtual reality driving experience, drink-driving and was designed to incorporate iconic North East landmarks fans housed within a new, fully branded Road Respect van was the prominent such as the Angel of The North, Newcastle across the Quayside and Stadium of Light, where world closer to Rugby World Cup 2015 feature of the 42 day summer long users can test their driving ability and action. #spotroadi campaign. The campaign hit key events and areas in Newcastle, compare their scores with friends and Heineken Rugby Legends Jonah Lomu, family via social media integration. The Sunderland, South Tyneside, North Will Carling, John Smit, Matt Dawson experience has two modes; sober or Tyneside, Northumberland and and Scott Quinnell joined around 900 drunk, so the users can compare their Gateshead with live event teams guests at the event where they watched reactions while under the influence.

Virtual reality with Road Respect


Autumn 2015

Kinetic Aviator, live-streamed the historic event across digital screens in London’s Piccadilly Circus and New York’s Times Square. The opening was screened at these iconic locations to build excitement and communicate the expansion of the canal on a global scale.

a unique projection experience, a rugby stadium in the heart of central London. The projection was initiated by a coin toss from the winner of a Heineken social competition who also attended the inaugural coin toss that opened Rugby World Cup 2015 between England and Fiji. As a Worldwide partner of Rugby World Cup 2015, Heineken searched for 48 fans from across the globe to win the opportunity to attend the official coin toss at the opening of every game. Heineken will be producing social content offering an alternative perspective on Rugby World Cup 2015

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events including sampling activity for Peter’s Pies and Rachel’s Organic, community engagement for Fresh Start Wales and Waste Awareness Wales as well as various corporate events and conferences. In addition to being a superstar brand ambassador Rachel is also an excellent character actor, working in this role regularly for many of our clients. When did you first start working with eventeem? I started working with eventeem around 2 years ago after my friends within the industry recommended them. They told me how fantastic the team and their events were. When Field Marketing asked staff supplier Tell us a little about the campaigns… business eventeem to nominate a leading brand ambassador, they had no hesitation I am currently working on a Waste Awareness campaign for Blaenau Gwent in suggesting Rachel Brittain, from South Wales, who is “a loyal and valued member Council, informing the public of changes to their services and encouraging of our team,” valued for “her excellent them to recycle. I have worked with communication skills…capable of interacting with audiences from varying age eventeem on a very similar campaign for a different council in the past. I am and demographic groups.” also involved with regular sampling Rachel works on a number of our local events for Peter’s Pies visiting stores

Rachel Brittain


and universities, working as both a brand ambassador and an event manager for various events. What has been your favourite eventeem job to date? Animating the costume character ‘Patch the Dragon’ for Fresh Start Wales back last year. The purpose of the campaign was to discourage people from smoking inside their cars and inform them of the harmful chemicals cigarettes contain. Our team travelled around both North and South Wales visiting schools, shopping centres and local halls. What I enjoyed most about this campaign was animating the character and engaging the children to learn more about these issues. On one occasion we visited a hospital and I remember jumping on a trampoline and

riding an exercise bike as Patch the Dragon with a room full of children laughing - it certainly kept me fit! How do you find working for eventeem? The relationship I have with the team is friendly and professional and their communication is fantastic; you will always be informed of jobs or changes as soon as they know. The process of applying and being accepted on an event is made simple by the use of their online system which can also be accessed from your mobile; a huge help if you are always out and about! Briefs are always sent out with plenty of time before an event to familiarise yourself with the campaign and the team are always available to answer any questions you have. You get recognition for your hard work too which is a bonus!

New Services for Showforce Middle East: From this September the company will provide female event crew and technical support staff alongside their stage crew, technicians, production staff and promotional personnel.

friendly and resourceful all female event crew. Launched primarily to cater for private events, weddings and galas they can assist with set-up, decoration, operate lighting and sound desks, follow spots and other technical elements.

With many events in the Middle East attended only by women, there is a need for can-do ladies who provide an extra pair of hands and ensure their successful delivery. Showforce’s newly launched female event crew offer a team of experienced,

Ian Spendlove, Showforce’s founder and chief executive comments: “Given the number of women only events and the customs and culture in the region providing female crew really makes sense.”

New Senior Appointments at BEcause In at The Moment marketing sector. The Moment, the international Will joins The Moment’s content company, management team, has appointed rebranded in June 2015 Will Glynn-Jones from ONE TWO FOUR. as Director of He will oversee the Experience from events team who work Arc Worldwide, on a global basis for part of the Leo clients such as HSBC, Will Glynn-Jones Burnett Group, GlaxoSmithKline, MAC to strengthen its presence within Cosmetics and Virgin Media. the events and experiential

Kinetic’s Aviator takes on Janice Tan has been appointed as global head of Kinetic’s Aviator to lead the division’s new direction. She will be based in Singapore and report to Kinetic Global CEO Mauricio Sabogal.


Autumn 2015

Hurn gets Ecobuild

Martin Hurn

Ecobuild, the leading conference and exhibition for UK construction, has appointed a new exhibition director, Martin Hurn.

BEcause has announced two new senior appointments - a brand director and a new head of digital content. Robert Stimpson joins as brand director having run his own brand design agency Real 451 for 12 years. He will be responsible for overseeing the in-house creative studio. Vanessa Green

Vanessa Green becomes head of digital content at BEcause, as the agency strengthens its offering in digital content creation and amplification. A former journalist, she began her digital career working for 4 years as a Lifestyle Editor at Yahoo!

Jack Morton Worldwide appointments Jack Morton announced the appointment of Adam Azor as the new SVP, Integrated and Digital Marketing. Based in the agency’s London office, Adam will lead Jack Morton’s integrated and digital marketing teams, who work with Adam Azor leading brands including Freeview, Heineken and Beiersdorf. Adam joins the Jack Morton team from Beattie McGuinness Bungay where he was head of

brand experience. He began his career as co-founder of marketing agency Incognito Events in 1998. The agency has also announced that Julian Pullan, President, EMEA, is taking on the additional role of Vice Chairman. The appointment reflects the agency’s commitment, at the highest level, to excellence in its creative work for brands. In his extended role, Julian will provide executive leadership across Jack Morton’s global network, championing the agency’s creative work and its promise to “do something extraordinary.”

Asset Space appoints Susan Barrett Asset Space is an independent assetmanagement focused commercial partnership, promotion, media and retail specialist, serving the commercial real estate, retail and leisure sectors. Working closely with their clients, Asset Space aligns commercial revenue generation with the wider business strategy for each property or portfolio it manages.

two leading real estate companies, Hammerson Plc and most recently Intu Plc, as well consulting for managing agents and industry suppliers.

Interview: Rebekah Jones

Earlier this year, Rebekah Jones left CPM and joined Service Innovation Group Europe as senior client services manager. Rebekah told Field Marketing more about her history, her current role and plans for the Susan reports to managing future: director, Bryony Crowther, What’s your history in the industry? Susan Barrett and will support the I have been in field directors in business marketing for 12 years Susan Barrett joins as general manager planning, leading the client facing team and now – working with following senior brand partnership roles with delivering company objectives. brands including Gillette,

Wasserman Experience hires Donohue

What does the new job entail? This role differs enormously as I am now working on a European basis driving cross country synergies across countries such as Spain and Italy and also Russia. Working for SIG is like working with a family. Everyone from our managing director to my field team is ready to roll up their sleeves and support each other when needed. I have a great support network and a fantastic team – it is one of the best I have had the pleasure of managing.

Ariel, Max Factor, Gucci, Dolce & Gabbana, Hugo Boss, Lacoste and Wasserman Experience has announced the it remains a key offering to enhancing the Pampers. I have worked appointment of Paul Donohue as its new head activation, and pushing the boundaries of live on some of the most of digital and technology. experiences for its clients. innovative FMCG new What excites you product launches of the Rebekah Jones Donohue will be responsible for continuing to He will report directly into Wasserman about the role? drive digital and technology through Experience’s managing directors, Paul Saville last decade and I’m hugely proud to have been a part of The thing that excites me the most is everything the agency delivers, ensuring that and Cris Cicirello. the team that brought them to life. I the work I am doing to develop all of started off as a field rep myself and the countries we work in. I’m also I’ve done every role within the field enjoying supporting my managing and also in field management. I then director and becoming more integral Jean-Francois Cahorn has been promoted to MD, Aged just 39, JF has extensive experience in the development of the SIG moved across to work on the client just eight years after joining infinite group fresh of all areas of field marketing from of out of university. account management and training to events facing side of the industry - starting business in the UK. We are working on our green credentials and have as a client services executive and During his tenure at infinite Jean-Francois, and sales made some significant changes in the then progressing to a senior client better known as JF, has lead teams for a number JF commented: “It’s a really exciting time at services manager and then account way we operate. We have gone of major clients including Philips, TomTom and infinite as we are entering a new period director. I am currently a senior CSM completely paperless as of July 1st Sony. He is now overseeing a big recruitment with a change of office and a big which was a huge step for the UK for the UK & ROI and European drive to expand infinite’s talent pool and ensure recruitment drive to help us continually team and I am proud to have been a program manager for the other each client has the right team to get top results adapt to the fast changing retail market.” part of that initiative. countries. in a fast evolving marketplace.

New MD at infinite group

Autumn 2015


A Summer Summary

This summer Harriet Cramer completed the arduous task of enjoying herself at the expense of brands at festivals and events nationwide In July I investigated the green corridors of the RHS Hampton Court Flower Show and had barely arrived before clashing galoshes with Mash Staffing who had a wheel barrow and were sampling Walkers new Deli range crisps. Perhaps the most notable brand activation at the show was by Macmillan Children’s books, celebrating the 150th anniversary of Lewis Carrol’s Alice’s Adventures in Wonderland with a life size topiary garden. Characters came to life and interacted with the children, whilst the adults were being offered free ice tea. Alyx Price, communications director, Macmillan Children’s Books said, “We are experiencing a fantastic 150th anniversary year for Alice’s Adventures in Wonderland, which was published in 1865 by Macmillan. We were not sure whether we could help it extend beyond the literary world, but in fact it has become a fully-fledged, wide reaching cultural celebration and we have found ourselves working in partnership with the Southbank, the OXO Tower, Sophie Allport (Homewares) and now the RHS and Agrumi with the amazing Alice topiary garden. It is wonderful to be working on a project that starts with a well-loved family classic and reaches out to all areas of life.” Going to and from the show were bright orange Floral Friday TukTuks. It’s a good 15 minuite walk from the event to Hampton Court Train station and the TukTuks were provided by World Vision free of charge. In exchange for their trip, show visitors are encouraged to wear something floral on Friday the tenth of July. Hampton Court, for all of its affluent visitors disappointed with the brand investments. Another event the brands seemed to miss was the Good Food Festival, held at the same site in July. It was a nice afternoon out but saw very little brand activation apart from some predictable and unspectacular sampling from the stalls. However, Lexus was present with a range of cars. Staff from Eventeem were on hand to talk people through the car specs and sign people up for test drives. Interested potential customers were given a free Lexus picnic blanket and entered into a prize draw. Brand activations at Bristol Balloon Fiesta were more promising. First impact came when brand ambassadors from Hey Human were handing out strawberry Barny bears from sampling units. Further inside, Cosine had implemented a Shell and


Autumn 2015

Paypal campervan. There was an F1 simulator and the brand ambassadors were promoting a fill up and go app; people were entered into a competition to win a luxury spa weekend. On the stand Sarah, from Cosine, said that the activation was going really well and they were thoroughly enjoying the weekend. An impressive activation was Honda’s ‘King of the Hell’ experience. Both adults and children were competing on games consoles to get the fastest laptimes around a simulated Nurburgring with the best scorers given the opportunity to play to win the new Honda Type R, The Balloon Fiesta was a mid-season stop for a multi-event tour. Next stop for the team would be Spinningfields Manchester. Outside were two of the latest models

drawing in the crowds with knowledgeable brand ambassadors talking visitors through the specs of the new range. For Transformers the Mobile Technik created Optimus Prime truck looked very impressive. Staff from i2i Marketing showed me the new range of transformers toys and handed me a branded badge, I spoke to Matt Hanlan event manager who said “It has been just as successful as last year, if not more, I love working on the Transformers road show and as always, I have a great team.” Later on in the evening at the Mass Ascend, two Power Ranger balloons held a prominent position, at the front. Once all the other balloons had taken off, a flash mob of 100 Power Rangers descended upon the crowd striking poses for the cameras and interacting with the crowd.

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