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Quality Control

Judges 2013

The 9th edition of FM&BE felt like a coming of age . Expectation of winning was a bit less intense; there was still a lot of desire and pride in place but there was respect for the competition too. It felt like an industry that is rightly proud of its collective achievements. It is obvious to most observers that FMBE is attracting a standard across its categories that isn’t routinely seen elsewhere. The reason that we see such strong displays of effectiveness and creativity from such a list of global brands, activating in different markets around the world is because we treat the judging process with such rigour. There is a positive cycle in place. A good judging process, and judges, attracts good entries which in turn attracts good judges. Nearly all of this year’s judging panel requested participation long in advance of the judging. Each year they represent a bigger and wider reaching industry spend. They hold the keys to an estimated £100M in FM&BE budget, money focussed for spend in Britain, the US, BRIC countries, EMEA and even global. For each judging panel we compile expertise from across clients of different scales and aspirations and bring them in alongside consultants who advise on agency pitches, creative solutions, venue use, event management, data handling or the procurement process. Our judging process is methodical, taking weeks not days, and is routinely reviewed by participating judges as exacting, top of class and above all fair. We make the judging process fair by using panels who offer multiple perspectives and allowing our experts time to enter the debate. The winners know that they have had a very exacting examination. This publication, and this introduction in particular, is my thank you to our judges who give up their time and expertise to make FM&BE what it is, a true benchmark of quality for a growing industry that is also a growing export business for agencies based in Britain. Beneath all of the awards’ night razzmatazz there are so many meaningful stories of inspirational achievements, and the judges have helped some great stories to shine, as told in this publication. Our awards party is an expression of so much hard work put in by so many, striving for the very best result year on year. It takes a lot of dedication to keep at it year on year, which is why I also like to use this opportunity to reflect on the most dedicated directors of our industry. Adding Rob Allen to our select list of lifetime achievers was a great honour for the FM&BE awards 2013 (see page 36)

Frank Wainwright Awards Director Rob Allen, centre, celebrates an award winning night with TRO

2013 FM & BE AWARDS 1

(job title as per May 2013)

Kerry Alligan, Portfolio Commercial Partnerships Manager, Lendlease John Bernard, Director, Global Marketing, Firefox OS Andrew Bodwick, Account Director, SpaceandPeople Matt Briggs, Consultant – Brand Activation and Brand Trust Natasha Chatur, Senior Product & Experiential Manager, Nintendo Chloe Couchman, Head Of Communications – Business and Major Events, London and Partners Michelle de Young, Managing Director Brandspace Lisa Fleming, Field Sales Manager, Heineken Anna Foster, Business Development Director, Handsie Display Robert Goodwin, Marketing Manager, Reflex Nutrition Ray Hampton, Consultant Polly Hancombe, Event Director James Haggas, Managing Director, Valley Penny Humphrey, Head of Retail & Experiential, Electronic Arts Zoe Jackson, Managing Director, Living The Dream David Jones, Director Fieldforce Planning, CACI Holger Keller, Instore Execution Manager, LG Matthew Langley, Brand Manager, Westons Cider Richard Liverman, Marketing and Sales Director, Ratcliffe Fowler Design David Louis, Consultant Odhran Mc Alinden, Freelance Experiential Marketing Consultant Richard McHardy, Managing Director, The McHardy Collective Ian Mack, Off Trade Development Manager, Heineken Lawrence Moore, Sales Director, Belvoir Fruit Farms Jonathon Pearn, Field Sales Development Manager 3rd Party, Mondelez Steve Radford, CEO, Fieldstar Graham Sampson, Client and Commercial, Hothouse IWG Daniel Smith, Business Development Manager, Troxy Justin Ward, Director, Just Production James Warren, Social Media Advisor Belinda Widgery, Retail Marketing Director, LG Gillian Yorke, Commercialisation Manager – Portfolio, Hammerson


CONTENTS 4 At this year’s awards The Field Marketing Categories 8

Outsourced Sales Performance of the Year & Sampling/demo at Retail

10 Field Insight awards & Instore Marketing 12 Tactical Marketing & Perfect Service Award Brand Experience Categories 14 Sponsorship Activation & Immersive Event by Invitation 16 Shopping Centre/Roadshow & Integration/Amplification 18 Interruptive Campaign & Brand Conversation Award Brand Experience Category/ FM&BE Category 19 Immersive Event (Mass Consumer) & New Agency FM&BE Categories 22 Shopper Appeal & Debbie Wilkes Award for New Business 23 Brand Ambassador of the Year (FM+BE) 24 Small Scale/Low Budget & Creative Sampling 26 Product Launch of the Year (FM&BE) 28 Innovation in Action Award & Operational Success 30 Stand /Display & Team of the Year 32 Staff Performance of the Year 34 FM&BE Agencies of the Year 36 Special Award, Lifetime Achievement 37 Event Photos

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Winners of Outsourced Sales Performance of the Year and Perfect Service For more information on how we can grow your sales, contact Andy Buck, Sales and Marketing Director on andy.buck@uk.cpm-int.com


At The Year’s Awards

Patrick Kielty It takes enormous confidence to stop an awards ceremony, break into a crude version of Robbie William’s Angels and captivate the audience in such a way that by chorus two it was a flag waving arm waving singalong, but that is just what Mr Kielty did. Patrick was funny, edgy, tireless, shocking, gurntastic and kept up an amazing pace. Just what we wanted!

This year’s event was just before the last day of British Summer Time and we thought it would be great to banish the onrushing winter blues with one last hot Summer night. So it was a Samba welcoming, gospel disco dancing, summer blazer blazing, fish and chip dining, sizzling Summer night to remember.

Kru Talent Kru Talent brought the sunshine in, booking a host of performers who were not just very good at what they did, but

performed with get charisma and guest engagement. We enjoyed the samba drummers and dancers, the magician and the basketball freestylers. Hot stuff! www.krutalent.com

Really Creative Media Summer successes and on the night well wisher tweets were projected to our big screen courtesy of Really Creative and a brand new event service Hashtag Live which launched at FMBE

Invitations that Rocked

Our ‘Wish You Were Here’ invitations benefited from input and sponsorship from revolutionary temporary structure Tubbo. Tubbo is a perspex cylindrical brand environment. The kind folk of Tubbo made sure that they added to our Summer theme and left guests with a gift of Tubbo rock to take from tables. www.tubbouk.co.uk

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Reception and more: Lend Lease

Kru Live Our hosts and hostesses kept the whole evening flowing with gorgeous smiles and a can-do attitude. Their walking canes, pleats boaters and lace were the perfect antidote to anyone needing a demure fix after a Brazilian Fantasy overdose. The champagne reception from lead our sponsor Lend Lease has become an annual catch up for many old friends on the night. In her welcome to FMBE 2013, Kerry Alligan updated guests with the latest from key brand experience Lend Lease venues Bluewater and The International Quarter (at Stratford City).

Brazilian Fantasy Brazilian Fantasy’s drum and dance samba show gave our evening glamour, clamour and and great big bang. Pizzazztastic, proud and loud.

Virtual Style Pod: Engage A brand new piece of kit to try from cutting edge provider Engage is a great coup for any event. The Style Pod was fresh in from Dubai. In it you could try on different outfits without trying on different outfits. Cool huh?

RCS Power Supplies

CK Gospel Choir

Quite a clean-living contrast with rude Patrick Kielty our happy gospel crew set a new standard for live sting sing-ups for our award winners and later took the stage in force with their full 18 piece band including 8 singers running through a repertoire of classic Summer disco and modern Ibiza hits. CK’s extended encore at 1am was awesome. The decibel monitor didn’t go over the limit at all (honest Mr Marriot Hotel sir)!

We used RCS Power’s revolutionary battery powered screens during reception in order to fly the flag for our award finalists with a display of logos and so that we could offer a gaming experience. The screens were simple to move down to the bar area later on in the evening so the we could use them to add to the summer feeling there.

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2012 FM & BE AWARDS 5 2013


Really Creative Media launches Hashtag Live

Table Settings Sponsor CPM About CPM We’re passionate about growing brands and businesses by delivering SALES whether it’s face-toface, on the phone or over the web. Whether you need an innovative field sales campaign, a customer care line, outbound direct sales or a local sampling event, we’re here to help. No matter how big or small, we can help you sell more. We do this by gathering INSIGHT to create INFLUENCE and drive SALES

A live-tweet wall has become a mainstay of the event set up, with audiences expecting to be able to join the conversation and give their reviews of a product live on site. Really Creative Media have launched a fully brandable tweet app, Hashtag Live, which was demonstrated at the FMBE Awards 2013, allows organisers to show a live social media feed from a number of sources, hastags and @mentions, moderated live from the event. Nick Dew of Really Creative Media explains; “We came up with the system as we noticed a gap in the market where the current services were requiring agencies to be overly technical to enable organising teams and brand ambassadors to use them. We draw together the provision of the AV – so the tweet wall and the software package and design portal to enable you to display the tweets. The app also allows custom artwork, which pulls data live from the web and we are also able to overlay the twitter feed onto a web stream broadcast too.”

About Engage Production Applying in-depth technical know-how and unsurpassed skill in design and build, Engage orchestrates communication experiences by employing cutting-edge technologies that deliver unforgettable experiences. A boutique design house of innovation architects, the company creates brand engagement by designing communication experiences that employ technology and interactivity. Using the right mix of technology and creative ideas to realise the ideal solution for a given brief, Engage develops flawless concepts and design communication experiences on time and in budget. Engage’s Clients benefit from concept development, design consultancy, project management, immersive interactivity, digital design, interactive

applications, technology design, build and implementation, and social media campaigns. The Engage team includes marketing and communication ideas generators, designers, software developers, media technicians & engineers, communication & product designers, and project managers. Engage has just launched the Virtual Style Pod, debuting at The Galleria on Al Maryah Island, Abu Dhabi, in late September, and featured at this year’s FMBE Awards. A collaboration between Engage, Space3D and Avantgarde Middle East, Virtual Style Pod utilises augmented reality to enable shoppers to click through a range of clothing (with unique accurate cloth simulation software) and accessories. www.engageproduction.com

opportunities. At the heart of CPM are our specialist divisions: Contract and Tactical Field Sales, our Contact Centres and our industry specialists in Automotive, Technology, Grocery Retailing, and Insight and Planning. But we recognise that every client has a unique customer situation demanding a unique solution, so we put together the best team from across our business to meet your needs. Our promise to you is fresh, creative thinking from a team who care about every single sale as much as you do.

Pictures Experience

Social Media Photography is an event essential and we’re happy that ours was provided this year by Pictures Experience. Great event amplification.

Categories by Sponsor Extra information is available about our category sponsors on the following pages Bluewater p34 Just Production p26 Brandspace pp19&22 Kru Live p16 Equinox Design p30 Kru Talent International p18 Hammerson p24 Payleven p8 67.75mm H x 190mm W Advert_Layout 1 16/10/2013 13:37 Hand I p18 Promologistics p26Page 1

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Outsourced Sales Performance of the Year

Most Effective Sales Demo or Sampling at Retail

GOLD CPM, Tassimo SILVER Gekko, Samsung BRONZE REL, Mondelez

GOLD White Label, Courvoisier SILVER Sense, Lake District Cheddar Cheese BRONZE Cosine, Sainsbury’s

The challenge for the trophy

The challenge for the trophy

CPM won this category last year with sales allied to innovation and the same pattern emerged again, this time with the agency representing Mondelez’s coffee machine brewer brand Tassimo. This year’s innovation was a very different response to a very different brief and it showed how well trained sales demonstrators could combine with modern data analysis in order to set up for sales in office hotspots as well as in stores. The entry showed how smart thinking worked out where and when consumers would be most intrigued by the home barrista sales demos and making a cost efficient beeline for that spot using the best located rep. The team clearly benefited from flexible planning and scheduling that allowed the best opportunities to shine and the most successful events to be repeated where possible. Sales purists loved the entry from Gekko and Samsung, selling Samsung’s domestic appliances. In a case study (not for publication) that showed the

immediate dramatic impact of a carefully selected sales promoter in store with results that more than justified the agency selection. One judge commented: “ I really like the fact that even though this was a tactical campaign by nature, Gekko took a strategic approach to this long-term deployment of reps.” A repeat bronze in category for REL and Mondelez on 2012 gave amazing insight into a huge integrated campaign that had dramatic results instore for a raft of brands. What stood out about the winning campaign? A fantastic result at the priority store group. What did the judges especially like about the entry? An honest assessment of new sales channels for the brand, with some locations outperforming others and consequent pointers towards a strengthening grip on the market place going forwards, via roll out of the best performing.

This award is a result for anyone who has been arguing that stores are already shopper theatres, all they need is the right experience. The award judges, all from traditional field marketing backgrounds, bravely and unanimously commended a small but perfectly formed Harrods event for Courvoisier over some major campaigns and especially the massive scale and effectiveness of the bronze winner, admiring the multipurpose objectives and far-reaching results of the winner who was promoting luxury in the form of a £155 retail cognac. Through much negotiation, the prestigious Tasting Room at Harrods - a unique space perfect for an exclusive event was secured, supported by the establishment of hand-picked media partnerships with Intelligent Life and The Economist magazines. This ensured reach and reaffirmed Courvoisier’s position amongst the target audience, whilst also delivering in-depth messaging in the lead up to Christmas. The room was used for exclusive VIP, press and consumer sessions.

The nearest challenger was an agency and brand team that drew further admiration in the shopping centre/ roadshow category (see page 16). The bronze winner, Sainsbury’s and Cosine showed the next stage in an astonishing partnership that has regularly impressed FMBE award judges. What stood out about the winning campaign? They made the connection between press buzz, the instore location, and sales. What did the judges especially like about the entry? n Campaign reached 6 Million target consumers (Alchimie de Courvoisier secured over 40,000 YouTube views, lead coverage in The Evening Standard, 5M consumers reached online) n Harrods Courvoisier XO volume grew by 33% n Harrods sold out of Courvoisier XO during Christmas n +7% sales of Courvoisier over Christmas n +20% sales increase overall since 2011

Steve Grimes, Teamhaven presented the award to Hel’s Angels’ duo who collected the award on behalf of White Label and Courvoisier Payleven’s James Booth presented the award to CPM

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2013 FM & BE AWARDS 8

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Field Insight Award

Most Effective Instore Marketing

GOLD Logobrand, Muller SILVER Deeset, Hobbycraft BRONZE Orchid, Twentieth Century Fox The challenge for the trophy A head to head emerged in this one with two very different answers to the same criteria – something that we hoped for as the category is in essence a show of how field outsourcing can truly ‘make a difference’. In one corner Logobrand chose a tried and tested route showing grocery store and brand analysis to drive effectiveness in the the field. In the other corner was a fascinating case study detailing the effect a field team had when called in to make a successful retail story even better and even more effective. In the end the refreshing story of Deeset and Hobbycraft joining forces to reverse retail trends, opening new stores rather than closing them and adding layer upon layer of product availability from day one, was edged out by the grocery data story. Logobrand showed how rapidly openness driven by data had allowed the agency to add value more quickly for Muller than most field marketing teams can typically manage. Getting there was a journey. Muller had moved from in house to outsource field marketing with a trial of 3 agencies, including Logobrand and an incumbent data service from an external provider. With only limited EPOS data at their disposal, Logobrand sufficiently impressed Muller to be appointed the

solus agency after the trial period and was then able to start to use its in-house Availability Manager system. For the Silver winner, Deeset’s logistical effectiveness came to the fore offering a complete cost-effective solution which would save Hobbycraft from dealing with a raft of different contractors. The entry was a comprehensive demonstration of project management linking call centre, warehouse and ‘just in time’ deliveries. Judges were also impressed with the bronze winning team, Orchid and Twentieth Century Fox, which included these words from Anika Bizon, sales director, Twentieth Century Fox: ““The continued insight that Orchid provides us with, together with their innovation and execution, has helped us achieve outstanding results during the last 18 months” a sentiment that was backed by an extended contract. What stood out about the winning campaign? The growing confidence in outsourcing as the right solution for Müller What did the judges especially like about the entry? Weekly increased sales in Logobrand supported stores of £50,132 equates to more than £2.6m in additional sales for Müller per year.

GOLD Powerforce, Johnson & Johnson SILVER Logobrand, Britvic BRONZE The Big Kick, Tesco Mobile BRONZE RMG, LG Home Entertainment The challenge for the trophy What a contest this turned out to be. A wide variety of instore techniques and campaigns were shown to our judges but in the end two very similar case studies were debated for gold and silver. Both the lead campaigns continually worked and reworked call files and priorities through test periods for brand owners with multiple skus to support. For Loogobrand and Britvic the challenge was to leverage much improved performance at Asda, JS and Tesco’s smaller local and community convenience stores, whilst for Powerforce and Johnson&Johnson the challenge was to thoroughly convince the brand owner that a field team could add sufficient value. Both needed to clearly identify opportunities and deliver on ROI quickly. Both Powerforce and Logobrand delivered big ROI figures for their clients and were very hard to separate on results. Powerforce edged a win with judges applauding their mid trial decision to run a trial within a trial, focussing on the brands where they could make the

most difference, Listerine, Nicorette and Baby. The entry also impressed with its intelligent division of time and responsibilities for key field staff. In bronze were two remarkable case studies. For Tesco Mobile, The Big Kick impressed with what may be the most accountable street stunt of the year, interactive posters, hidden actors and a parade of staff helped shoppers to investigate, love and purchase Tesco Mobile. Stores up and down the country wanted the team to revisit ASAP! “‘To receive such universally positive feedback from customers and colleagues alike was unprecedented. The success of such an original, disruptive, bold experiential piece will set a benchmark across the business. Thanks to all for your hard work.’ Sophie Wheater head of brand and advertising, Tesco Mobile. From RMG and LG we saw how shopper engagement, retail training and merchandising had all been deployed to give the client a much bigger presence in the smart TV sector whilst helping the stores themselves to deliver an more engaging experience.

Alan Walker, Teletrack (right), presents the award to Powerforce

Sponsor: Teletrack Developments Teletrack Developments is the market leader for all UK, European and Global Survey reporting requirements. It is a complete “onestop” on-line reporting solution that delivers real-time results directly to you within seconds of field staff reporting, with full project management facilities to enable complete control

2013 FM & BE AWARDS 10

and removing all human error from every campaign. The unique ELearning feature provides on-line campaign briefing and field staff are controlled

remotely via automatic SMS text and email enabling 100% survey completion. Teletrack is the only fully hosted reporting system currently available, is in full development, and designed and maintained specifically for the Field and Market Research sector. For further information call Alan Walker on 01268 513222


Most Effective Tactical Marketing

Perfect Service Award

GOLD: REL, Mondelez SILVER REL, Cadbury BRONZE CPM, Tassimo The challenge for the trophy

double its order of FSDUs from 500 to 1000 and its pallet wraps from 150 REL are doing something right tactically, that’s for sure, with the two to 300 all for a campaign that was to stand out entries from a large field for be delivered in Asda stores that were the popular category. Tactical was also reported to be luke-warm about Hello Joy Additionally, no stock was agreed; it was down to REL to secure the orders – and a deal was done with Asda to give them The award was presented by Rupert Sexton, RCS Power Supplies more control over this. a big win for brand owner Mondelez Few other entries could challenge those – a 1-2-3, as they own Cadbury and two intense weeks of Hello Joy and Tassimo! Crème Egg’s biggest Easter, but tactical The top two headed this one by a judges also admired the CPM and distance; judges were faced with a Tassimo work for its great results. record breaking Easter for Crème Egg What stood out about the winning and a massive multibrand blitz called campaign? Hello Joy to compare. Staff limbered up online with Countdown Similarities between the two to Joy and reminders about sharing campaigns were the sense of best displays over the Facebook style enterprise, negotiation power and network, Yammer. The entry evidenced creative displays – displays that were how this had driven creativity and such fun and so well conceived that passion to produce best displays storegroups and managers, sometimes between competitive colleagues reluctant, ended up admiring and What did the judges especially like praising the team and its work. about the entry? For Crème Egg, a £40 Million brand the entry told how Easter 2013 broke First week delivered incremental sales of over £176k- the highest ever delivery all records following what the client called the best activation that he had in Asda beating Easter and Christmas! This showed an ROI of £16.08: £1. The seen in 30 years. Second week still delivered incremental For Hello Joy the European HQ called sales of £71k with ROI of £13.01: £1. upon REL to help with two weeks of cross category promotion, with £1 products in confectionery, coffee, cheese and biscuits. The campaign was attached to an online ‘win a holiday’ mechanic. Hello Joy won this category with a swashbuckling tale of risk and reward, the agency pushing the client to

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GOLD CPM, Stanley, Black&Decker & DeWalt SILVER Fizz Experience, H2O+ SILVER McCurrach Technology, Microsoft BRONZE FieldSmart, Kodak The challenge for the trophy

well as representing the brand at trade events, and then close the deal.

A tight one this, between all of the top four. The sheer scale and professionalism Award judges recognised that the service CPM of the Microsoft Windows 8 launch made provided in terms of staff training brought it hard to overlook, as did the exemplary about a chance for the field team to operate championing of the relative underdog that showed off the attentive work that Fizz delivered for H2O+ in M&S. For Fieldsmart and Kodak, a remarkable turn around in photo printer kiosk use in stores was delivered for the brand on a very small budget. Both McCurrach and Fizz’s entries were prepared with exemplary care and attention to detail that showed how confidently they had gone about work for a new client. In McCurrach’s case this meant masses of retail training to help overcome Windows 8 launch preconceptions. Judges were presented with a building of trust between the agency and brand that makes it look likely that the agency will share greater and greater responsibility going forwards. For Fizz the challenge was to prepare beauty promoters to sell in store at M&S in what was a huge opportunity for a client brand with little footprint in the UK. Sarah Hatch, H2O+’s UK manager said ‘Fizz have been excellent; professional, thorough and efficient. The advantage of working with a 360 degree service is massive for a brand such as mine with no base here. My area of concern was around the skills of their staff to sell in the right style and perform the demo; but from what I saw in stores last week, plus the feedback from your teams - and the sales - have put any concerns I had to rest.” The winner is reaping the benefits of a long term client relationship with Black&Decker which has extended as that business has become part of a bigger group. CPM’s influence has grown within the Stanley and DeWalt brands. Now the team have added knowledge both in terms of professional use of the power tools and through CPM’s sales academy. By doing this they can converse with professionals at suppliers such as Screwfix and Travis Perkins as

2013 FM & BE AWARDS 12

face to face in areas where the competition isn’t having the same impact, making a real point of difference in terms of quality of service and ROI for the brand. Judges noted that the team’s flexibility is evidently strong, and its USP comes from the fact that its people must have transferable skills and adapt to various working scenarios - be it training, merchandising, checking compliance, full installation and relays - or selling to tradesmen, relationship building and influencing store staff.  What stood out about the winning campaign? An 86 per cent pass rate in European Power Tool Certification that allowed the CPM teams to promote to professionals. What did the judges especially like about the entry? A testimonial from the marketing director of DeWalt, Richard Mallison said “the team have added significant value to the proposition we offer to two of our most strategically important customers in Screwfix and Travis Perkins”, as well as confirming the actual turnover benefits that the team brings.


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Most Effective Sponsorship Activation

Most Immersive Event (By Invitation)

GOLD DRP Group, Sainsbury’s SILVER Wired Brands, DHL BRONZE Ignition, Coca-Cola BRONZE Wasserman, EDF Energy The challenge for the trophy This was the ‘heavy hitter’ category. Both of the bronze awards went to campaigns that are regarded as virtually peerless from the perspective of Olympic activations. Both are already award winners, with the Coca Cola, Ignition entry carrying off what may be America’s biggest prize in brand experience marketing, The Grand Ex, in Chicago earlier this year.

GOLD Jar London, Wines of Argentina SILVER BEcause, Yorkshire Tea BRONZE Sevens7, Electrolux The challenge for the trophy

to head didn’t quite emerge however as silver was snatched by Wired Brands and DHL, who activated a Man Utd training kit sponsorship in 96 countries globally. And so the Brand Experience awards set out naming a team training kit sponsorship above the truly outstanding Coca-Cola and EDF Olympic work – and it was only just a silver too, challenging DRP and Sainsbury’s all the way.

Wired, a small agency, managed to bring so many accountable ideas to the table for leveraging DHL’s sponsorship globally with DHL inevitably doing the couriering of kit and trophy tours alongside the event hosting, impressing and engaging employees as well as guests. Tellingly there was a 23% sales uplift in the customers that attended DHL hospitality experiences a huge financial result Chris Martelly, Showforce, presents the award given the large attendances seen.

Wasserman and EDF had already triumphed at FMBE 2012 in a special category celebrating the 2012 summer in the UK. From DRP and Sainsbury’s we saw the entire Paralympic campaign, an entry which came with a huge reputation. Yet others were shortlisted from big agency and brand combination, There were Line Up detailing their part in CocaCola’s barnstorming Olympics, Synergy with BMW, showing how they made the brand work with England Rugby and previous category winners pd3 and O2 who stole a slice of Olympic London buzz with their rooftop experience at The O2. The big Olympic and Paralympic head

Sponsor: Showforce

What stood out about the winning campaign? Sainsbury’s backed a winner with their Paralympic support and have since become synonymous with the many incredible performances, which, with DRP’s support they have channelled into long term projects and Active Kids programmes. Without the benefit of Coca Cola’s decades of investment in the big Games sporting stage Sainsbury’s and DRP pulled off a near perfect step by step activation that touched employees, sports fans and shoppers in every corner of Britain. What did the judges especially like about the entry? DRP evidenced results in terms of sales at store during the games (up by 5,6 per cent), market share increases and brand index upturns. Sainsbury’s CEO Justin King testified to his certainty in good ROI figures emerging whilst never losing sight of the long term gain of being a brand that is attached to and working for social perception change in Britain.

and professional people available in the industry today. From AV, lighting and sound Event crew and event staff technicians, health and safety specialists Showforce, has advisors and promotional staff to been the leading provider of event managers, event designers temporary personnel to the and event support, Showforce will event, entertainment and meet any of your event staffing production industries for more requirements. than twenty years. In addition our teams of production As a global company with crew, show crew, site crew, stage operational offices in the UK, crew and technical crew, plant Qatar and UAE, Showforce’s operators, IPAF operators, forklift team are the most experienced

drivers and riggers are renowned around the world for being the best in the business. We believe this is due to the quality of our crew chiefs and in-house training programme. Next time you are organising an event let Showforce source all your personnel requirements. www.showforce.co.uk

A big surprise win for a genuine underdog in this category, the moreso because it was the most unanimous decision in any category in 2013. It was an entry that everyone loved, and it was a near perfect example of an invitational event. Silver and bronze were much debated with BEcause and Yorkshire Tea edging out Sevens7 and Electrolux. The bronze winner thoroughly impressed as a fantastic event. The Cube was the event we all felt we wanted tickets to go to – fine dining with a spectacular view across Olympic London. A paid experience it was a shame that the entry underplayed the likely value brought to Electrolux, whose dazzling kitchen was put to such marvellous use. A day out on the Orient Express, celebrating tea and the start of the cricket season, as guests of Yorkshire Tea was another occasion that even a seasoned hack would be intrigued to attend, and so it proved as the brand turned on the style with the help of BEcause.

the San Telmo market in Buenos Aires , and, daringly for a trade and press event, it was a paid ticket event – that sold out 300 tickets in 24 hrs, ensuring a second night was consequently arranged (and sold out). It was a very focussed authentic occasion with many support suppliers from Argentina and street food, art, street slang and bohemian literature and modern Argentine music all featuring, alongside, of course, the wine. What stood out about the winning campaign? Over the promotional period and in the month following Cambalache, wine sales were up 13% in the UK vs a general increase of 0% for the wider wine industry. The agency delivered the whole event, online and off with both succeeding. A repeat event in New York is now in the pipeline What did the judges especially like about the entry? Tesco’s buyers visited on the first night and requested to return with the whole team on the second night. One week later they listed three additional wines - a massive coup for the client.

The winner produced a wine event called Cambalache that shunted wine tasting from a staid and predictable white tablecloth occasion to a steamy night in Argentina. It was bravely hosted at MC Motors in Dalston a crumbling backdrop in which to evoke the retro glamour of

Rhod Howcroft, Tubbo, presents the award

Sponsor: Tubbo

it adaptable for all event purposes, whilst its transparent exterior gives your Tubbo is a revolutionary guests a 360° view of the surrounding landscape. temporary structure Tubbo is easily transported ideal for spectacular events in any location. to any indoor or outdoor location and is ideal as a Its minimalistic, promotional or hospitality sleek design makes

2013 FM & BE AWARDS 14

structure that can be used in unique locations, brand environments, VIP conference suites or theatre seminar spaces at exhibitions. www.tubbouk.co.uk


Take your events to the most unique locations in Tubbo, designed with a transparent shell to give guests an awe-inspiring 360째 view of the landscape. Tubbo is ideal for brand environments, hospitality suites, conference facilities and seminar spaces.

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Most Effective Shopping Centre or Roadshow GOLD Sense, Lake District Cheddar Cheese SILVER i2i Marketing, MAOAM BRONZE smp, Andrex Eco The challenge for the trophy

for passers-by cool and so it engaged in massive numbers – numbers that When FMBE magazine first came out a decade ago we put in a cheese on sticks translated into 1.5 million samples in 21 shopping centres and 49 per cent online image and were told in no uncertain terms that we shouldn’t as the industry fan growth. was about was trying to shrug the image In winning gold, Sense and Lake District this represented. Cheddar Cheese went to stores and county shows in a 21 week push to reach Quite right too, at the time. a target of 700,000+ consumers with a But now, clearly enough from our judges message of origin, provenance offset with reaction, it has the confidence to laud the a capering cow and bunny drawn from very same thing the ATL assets. as best in class. Simple creative hooks included The top three in cheese block this category all Jenga game, a played on clichés colouring wall and to a lesser or picnic benches greater degree with hay bales. and made special and unique - and What stood out effective – experiences out of them. about the winning campaign? Smp and Andrex Eco’s tale is told on It looked a simple formula, but clearly page 26 (product launch) engaged the right people at the right time in the right way within  unexpected ROI, as i2i and MAOAM were very deserving well as sales uplift at store level achieving silver winners. The agency and brand a great position within the category for combination are consistently in the top the brand - moving from fourth to third echelon with any campaign together position, overtaking Seriously Strong  and leading the brand to commit more and increasing sales +32% YOY to reach 8.4m more to brand experience marketing. This campaign, Mega Vend, might have UK households. been ‘another vending machine’ except What did the judges especially like that it was a very different creative with about the entry? a massive vending machine being used as a jazzy digital prize giving backdrop to Brand owner First Milk used an independent agency to calculate ROI a fun performance arena. The machine and the upbeat staff made participation across a 12 month period.

Most Effective Integration /Amplification GOLD Synergy, BMW SILVER Carat Live, Philips BRONZE BMB Neon, Dairylea BRONZE Brands2Life, Just Eat The challenge for the trophy Sometimes favourites do win and Golden BMW is a cracking campaign that brings together sponsorship, brand experience, outdoor, online social media, instore and field marketing using the car as the hero to recognise in all media. A gold coloured convoy of BMWs drove the Torch relay route to be spotted, tracked and reported by the public.

qualify for entry into these awards - by using posters that mooed at passers-by. But no one could argue with the results for a campaign that one judge declared ‘sure to win a sales promotion award or two’. The remaining bronze, to Brands2Life, Just Eat won our Interruptive category (p18).

What stood out about the winning It was a simple but effective clear winner. campaign? Nevertheless, it was rivalled by some Turning the cars into an unmissable superb entries. moving advertisement allowed BMW to Silver saw Philips with Carat in brand show dealers how its brand marketing experience action at an event that linked and online build of conversion directly shaving products together with some benefited sales. top live music and DJs, and Spotify. What did the judges especially like The campaign was universally popular about the entry? with our judges – especially for the way Traditional in which PR felt it made compelled the brand to promote credible the hashtag. with its 73% of targeted coverage music fans, mentioned quickly, via the Twitter integration #GoldenBMW online. and 36% More of referenced a judge the Facebook splitter was BMB Neon’s work for page. The coverage delivered a total of Dairylea. The campaign only just 21,204,444 opportunities to see. delivered enough live interaction to Kru Live’s SJ Benham (right) presents the award

Andrew Bodwick (left), SpaceandPeople, presents the award

Sponsor: SpaceandPeople

geographical requirements). S&P Plus offers the experiential agency sector tools and services to maximise The SpaceandPeople As the media owner of the effectiveness of campaigns including Group is a leading promotional spaces, we international media offer consumer brands the access to venues, vehicles and other specialist representing over opportunity to promote their logistics through a simple campaign planner and one point purchasing system 700 venues with a weekly products through direct available on its website. footfall of 70 million. The consumer engagement. To find out more, call us on 0845 130 Experts in our field, we Group markets, sells and 9703 or email us help@spaceandpeople. administers space in high tailor recommendations footfall venues, including of suitable venues to the com. shopping centres, garden agency and brand brief centres, city centres, retail (depending on campaign parks and travel hubs such objectives, demographic as St Pancras International. profile of target market and

Sponsor: Kru Live

We believe that the best results come from working As a staff provider to campaigns in partnership with our we are passionate about what clients and developing good we do and the process that communication and an we have developed through avid attention to detail in experience of working on a planning and execution. wide range of staffing and Understanding the needs management solutions, from the of both our clients and largest experiential promotion our staff as well as through to specific modelling understanding the results assignments.

2013 FM & BE AWARDS 16

you require are all part of delivering a quality service. Our record of reliability and experience allows you to concentrate on the aspects of your event or campaign that are important to you . www.krulive.com


23 year old female Works in well-paid finance job following completion of degree Lives in shared, privately-rented city centre flat Reads The Independent and likes to shop in speciality stores Likes going to cinema twice a month, visiting art galleries and listening to jazz music

52 year old female Lives in terraced housing with husband and grown up child Interested in DIY Plays lottery every week Reads Daily Star

31 year old male working at managerial level Lives in new-build detached property with wife and two young children Regularly shops in M&S Simply Food Last holiday was in mainland Europe via Eurotunnel Watches Sky HD and owns two household cars

Understand your audience? We do!

International Destination Media Specialists


HTS

Most Effective Interruptive Campaign

Brand Conversation Award

GOLD Brands2Life, Just Eat SILVER Slice, Kellogg’s Special K BRONZE Blackjack Promotions, Network Rail

GOLD Jack Morton Worldwide, Cotton Incorporated SILVER Life Experience, Nivea BRONZE Synergy, Powerade

The challenge for the trophy

in action.

The challenge for the trophy

In bronze was a work at the subtler end of the interruptive sphere – subtler in that the objectives of Blackjack’s work for Network Rail is a focussed desire to make travellers and shoppers have a better time rather than a one off occasion designed to make the news headlines. Their work, with a series of entertainers has been a genuine surprise and delight to so many otherwise mundane journeys and was delivered with the exactitude and professionalism that has made Blackjack such a force to be reckoned with.

A scoop for the US in this one with a unanimous decisions amongst our judges for an event that has created a landmark occasion on the calendar for any dedicated followers of fashion.

When Richard Murfitt helped judge these awards a few years ago he was between jobs, having left his job as head of brand strategy for O2 to take on a similar responsibility for a very different brand, the Internet take-away start up, Just Eat. At the time he pledged that he’d be back as an entrant with his new brand within a couple of years... Back then, it seemed unlikely. But then news blew in that a certain Mr Mozzarella had jetpacked into the Corby by-election for the Don’t Cook party. Brands2Life and Just Eat came to the FMBE table with a Drum experiential award already under their belts. It was no easy win here however, as silver winner Slice working with Mischief PR for Kelloggs was a work of antisampling genius, where customers exchanged social currency – tweets – for real snacks, a first of its kind and wonderfully effective in meeting and surpassing its objectives. As an agency, Slice has a great track record in delivering positive interruptions that make consumers pleased to see their teams

Kru Talent’s Vicki Robey presents the award to Just Eat

What stood out about the winning campaign? The creative concept: Choose a by-election. Change name to Mr Mozzarella by deed poll. Stand in the election looking ridiculous, embracing the loony fringe in order to enliven the main event, often outstrip the main event in the news coverage nationally whilst boosting the brand awareness locally. And make sure you jetpack into town. What did the judges especially like about the entry? The accountability. Beyond numerous press cuttings and clips and online coverage, and garnering actual votes in the election that nipped at the heels of the  Lib Dem’s dismal result the entry noted: “Comparing order numbers pre and post-campaign, Just Eat sales statistics show that orders in Corby grew 25% and neighbouring Kettering grew 28%, compared to a national average growth of 14% in that same period. When comparing this growth in Corby and Kettering to towns with a similar size and order profile, we found that Dover, for example, increased by just 3% and Southall by just 2% in the same period, reinforcing just how commercially successful this activity had been.”

Kru Talent has provided performers to the FMBE Awards in 2012 and 2013 After 7 years of experience From these requests it including dancers, basketball providing all sorts of clients became clear that there freestylers, calypso all the promotional staff and was a real lack of agencies musicians, magicians, promoting talented event managers they might ever need, Kru Live felt there performers to clients for their stiltwalkers and firebreathers. www.krutalent.com was something missing. marketing and advertising Clients were constantly asking campaigns and also their for performers, something Kru corporate functions. From this realisation Kru Talent Live had never dealt directly with before. International was born.

It was no shame to be winning silver or bronze in this category. Silver was a superb entry from growing agency Life Experience, who delivered a worldwide campaign from one site in Westfield Stratford during the Olympic and Paralympic Games period by facilitating messages from the shopping centre to families and friends using the simple internationally coherent strapline ‘Hello’. Winning bronze for CocaCola’s sports drink brand Powerade, Synergy’s campaign helped facilitate an amazing opportunity for brand fans, a chance to train and run in the Olympic stadium before the event itself in a campaign fronted by Jessica Ennis-Hill.

with the fashion world, rather than the literal fabric. In answer to this Jack Morton’s entry stated: “We turned the magic of Cotton’s product –its versatility- into an experiential innovation: the world’s only 24-hour runway show for the world’s only 24-hour fabric. The show featured cotton looks for every setting and every season. Not only did we capture the range of Cotton looks with a display of 70+ retailers, but we let America join in and showcase their own cotton style through the integrated digital “Road to the Runway” campaign: a nationwide photo competition.” What did the judges especially like about the entry?

What stood out about the winning campaign? The ambition. Cotton Incorporated, the brand that represents The Cotton Growers Association of America had a perception problem. It wanted to convince an audience of millennials that it was more than just the fabric in socks and sweats. So to change this perception, the brand wanted to align

It evidenced the outstanding success of everything that it set out to do, creating a landmark annual date in the world fashion calendar as a consequence. Cotton trended on the national level with 15,000 hashtagged tweets during the 2012 show - 1 every six seconds for the 24hr duration.

FMBE’s Frank Wainwright collected the award from Lucy Uden, Hand i

Sponsor: Kru Talent International

Sponsor: Hand I Hand-i specialise in providing data collection software and data capture solutions for live and experiential marketing campaigns and market research campaigns. Our PDA hire solution includes full use of our bespoke data

2013 FM & BE AWARDS 18

capture software. Information collected on the PDAs can immediately be uploaded to our dedicated, secure web-server. This allows you to view, analyse and download information collected in the field in real-time. The system can

be used as a measurement tool for live and experiential marketing campaigns, to collect consumer details for CRM or to conduct market research campaigns. www.hand-i.co.uk


Most Immersive Event (Mass Consumer)

New Agency of the Year

GOLD iD Experiential, East Village SILVER Woof and BBH, British Airways BRONZE The Marketing Store, B

GOLD psLIVE SILVER Mirror Marketing BRONZE Beaver Communications, Adidas

The challenge for the trophy

gain access to before Summer 2013.

The challenge for the trophy

This was the closest 1-2 this year. Everything we could do on the day left the top two 50:50 split and we went to extra adjudicators to get a result.

During a tense battle the bronze winner impressed and remained favourite with one judge who loved the accountability it portrayed by demonstrating beauty products in shopping centres and connecting the shopper journey to Superdrug.

After a few slightly barren years, this year was the first in a while when 3 strong candidates emerged.

They were two very different campaigns, one full of immediate emotions and one harbouring the hopes and aspirations of its audience. Judges who loved expressions of joy, laughter and fist clenching celebrations sided with British Airways who encapsulated these emotions with immediate holiday wins and a bear pit of a playing area – participants in the flight sim game were cheered on by passing commuters at the station location. Judges who loved conversational marketing, careful targeting and the harnessing of desire loved East Village, a promotion that drove interest in an East London property development. The roadshow immersed with multiple engagement techniques and connected with a very attentive stand and display design that gave a genuine flavour of what life may be like in the development near to Westfield Stratford on a site that the public couldn’t see or

What stood out about the winning campaign? Independent research from 2CV rated staff at 89% against a benchmark of 86 per cent. The staff engagement was important in a campaign that encouraged dwell time. What did the judges especially like about the entry? The client clearly backed the agency with the right funds to deliver quality in depth experiences with confidence that the results would follow.

Lucy McKermitt, Brandspace, presents the award

The silver winner was a special moment for the awards as in our very first year, 2005, Sophia Green was named account handler of the year. Now she is MD of

In 20th Century Fox psLIVE has opened with a dream client, bold and adventurous. Together, client and agency have focussed on promoting new films in such a way that the story Titanic Blu-Ray tour telling inspired by the film continues field marketing agency Mirror Marketing and thriving in the battle to win business deep into the brand experience. against many rival agencies. What stood out about the winning agency? In many ways the category was all about proven expertise emerging with either new backing or self-starting. Gold winners psLIVE see the return of Michael Brown who previously ran agency Beatwax whilst Chris Scattergood and PJ Bailey have come to the fore with social experience agency Beaver after prominence at Smartfusion. Beaver impressed with the integrated experiential work that they have delivered for adidas. A brand that is heavily focussed on the live sector. Mirror showed industry and endeavour in its product demonstration focussed work for DKB’s kitchenware brand Zyliss. Through the work the agency is fast

Sponsor: Brandspace No other medium celebrates being immersive quite like an innovative, well executed experiential campaign. Experiential encourages trial, generates a feelgood factor, builds trust

and confidence, generates personal recommendations and ultimately accelerates buying decisions – our own case study proves it. The team at Brandspace can quickly help you find the most appropriate destinations where your target audience chooses to spend their time and

becoming a preferred demo partner for John Lewis stores. The DKB client commented: “Mirror is a professional and personable company who do that bit extra,” whilst a demonstrator on the team recommended Mirror as the best agency he has worked for in 5 years as a field marketer adding that they always pay on time, a strong indicator that all is going well at Mirror.

money. When you want high footfall locations with long dwell times where you can immerse your audience, we have the know-how you need. Call 020 7592 1550 or email sales@brandspace.com

2013 FM & BE AWARDS 19

The passion for accountable creative and brand conversation was extremely well conveyed. Several different briefs and responses were outlined, each with testimonials. What did the judges especially like about the entry? Immediate and rapidly growing client confidence. The entry stated “In the first 8 months of our relationship April 2012 – December 2012 this client spent £276K. In the first six months of 2013 that spend has increased to just over £1 million, and we are now in planning stages for a major project for delivery into the Xmas market.”


+ e g d e l w o n k f o s r 10 yea n o i t u l o s e v i t a e r +c experiential f = e c a p s d n a r B t 1 year a u n e v t n e r e f f i d 4 + 14 agencies + di r h t 0 5 15 2 9 5 7 020 sales@bra n

Brandspace is the trading name for Experiential Space Ltd

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t h g i s n i + h c r a e + rese d n a r b h s e r f = io ns al for venues s d n a r b l a n o i t a n 2 e = 16 t n e r e f f i d 0 10 en u es di rect clients d e e n u o y r e b m u n t he a ndspace.com

13/11/2013 16:50


Special Award: Shopper Appeal

The Debbie Wilkes New Business Award

GOLD The Circle Agency, O2 GOLD TRO, Nissan SILVER Brand Belief, Gastro Alfresco SILVER psLIVE, Twentieth Century Fox BRONZE Experience Worldwide, BlackBerry Z10 BRONZE REL, Mondelez The challenge for the trophy

providing free Wifi at Bluewater shopping centre in Kent, whether or not you are an O2 customer. Providing this service also marks Bluewater’s approach as customer experience friendly, axing a potential revenue stream of paid Wifi in order to make shopping better and easier.

The special award category is an annual one off. This year it celebrates the brand experiences, past and present, that create shopper value and defy the poor economic conditions. Three stand out campaigns split the judges for a The deal allowed O2 and Circle to while, but a clear favourite emerged and Qashqai Nissan 360 Launch promote Priority Moments, an O2 became unanimous by the final vote. customer app that allows shoppers In bronze with BlackBerry was a team to find retailers and promoters with that was always likely to do well in this special offers by proximity, a concept category as Experience Worldwide have that appeals to Bluewater as it helps built up a reputation at FMBE for really direct traffic to the brand promotions and getting into the heads of shoppers, with retailers. post event independent research always Circle activated awareness of the scheme confirming that the engagement team to shoppers and direct to retailers, are doing their job in an exacting and compelling way. pushing shoppers to use the service and check for offers and retailers to place In silver, probably one of the most special offers with Priority Moments. deserving teams in FMBE with a campaign that was seen by our judges as a very appropriate one for the category. Multibrand promotions at supermarkets, that Brand Belief has made its unique speciality, can only really be justified if the shopper connects with the theme that links the brands together. In the case of Gastro Alfrecso, that has been the case for 17 years now. Quality dining and entertaining from home has been an upwards trend and Brand Belief carefully demonstrated how sampling across this category had brought about combination shopping baskets and ROI for participating brands. The winner though has only just got started by comparison. O2 is now

What stood out about the winning campaign? A staggering raft of benefits to the brand and to retailers via redeemed offers has ensued.

The challenge for the trophy

running dealer events, creating car model specific brand experiences, such as for the eco Nissan Leaf, and building big event experiences, for instance Nissan’s presence at Goodwood Festival of Speed. The relationship is now extending internationally with the Frankfurt Motor It was a very popular category with some Show in prospect as well as shared Paintball Experience very impressiveNissan entries. 360 Qashqai assets in Germany and Russia under discussion Winning bronze was REL and Mondelez, the team who pulled off a 1-2 in the FM What stood out about the winning Tactical Marketing category (page 12), campaign? impressing judges with the logistics that A 2013 forecast billing of £4.86m, have underpinned record performances making Nissan already TRO’s 2nd largest for a field team that has reached new client. heights. psLIVE’s work with 20th Century Fox also What did the judges especially like about the entry? helped them to the new agency of the This award, named in the memory of field marketing recruitment consultant Debbie Wilkes who died in September, celebrates the best new account handling and the resultant campaign successes.

year title (page 19). Winning gold, TRO and Nissan have been on the up and up since the agency’s reappointment to the full account in January 2011 (after a 10 year+ hiatus),

The service is very popular with shoppers, as amply evidenced in the entry both through independent survey data, service take up and offer redemption. What did the judges especially like about the entry? Marks and Spencer reported seeing a 72% increase in offer redemption at Bluewater over other stores (during Easter promotion).

Anthony Worssam, Brandspace presents the award

Innovation station pitch win

Nissan 360 Qashqai experience ATP tour 2011

Sponsor: Brandspace

Brandspace is delighted to sponsor a category that celebrates the twin essential objectives of truly delighting shoppers and also winning share-of-wallet. The team at

Since TRO won (in 2011) the contract to manage Nissan’s permanent exhibit at The O2, in, the Innovation Station, test drives generated have risen from 20 to 300 per annum.

Brandspace can quickly help you find the most appropriate destinations where your target audience is ready to be engaged and entertained as they spend their time and money. When you want high footfall sites with long dwell

times, we can quickly and objectively identify the best available venues. Call 020 7592 1550 or email sales@ brandspace.com

Kathy O’Neil presents the award in memory of her friend and colleague Debbie Wilkes

Sponsor: TeamHaven

2013 FM & BE AWARDS 22


Brand Experience Brand Ambassador of the Year

Field Marketing Brand Ambassador of the Year

GOLD Keith Duffel, Cosine, Sainsbury’s SILVER Andrew Porter, iD Instore, Nespresso BRONZE Danubia Sousa Whitelaw, Kru Live

GOLD Paula Woods, ODM, Sainsbury’s Bank SILVER Luc Funnell, infinite, Sony BRONZE Ben Davies, RMG, Nokia

The challenge for the trophy

The challenge for the trophy

As strong a line up as we have seen for 2-3 years in what is typically a popular category showed that agencies are focussing on staff retention and training more than ever. On the brand experience side of the divide Brazilian model appeal vied with two top sampler/demonstrators for the top honours. Danubia Sousa Whitelaw has been close to winning gold before and has clearly taken on more responsibility than ever. She combines her modelling talents with management and organisational expertise, and it is her unflagging buoyant energy that makes her such an asset to the brands who love her and agency Kru Live. In silver Andrew Porter has clearly grasped the ethos of iD Instore which is to channel experiential thinking into in store demonstration and convert that into shopper delight and sales. Video testimonial showed exactly how Andrew and the agency have made strides together. Much of the same could be said of winner Keith Duffel, except that his testimonials showed how he, a sampler working indirectly for Sainsbury’s, via agency Cosine, had come to the notice of CEO Justin King for the effect he brings to the store when he is at work in it. The win was a victory for career and life experience. Sampling at its best is a chance to converse with shoppers in

store and Keith has clearly made the very most of this. A good example of this was a recent campaign on Sainsburys Own Brand nappies - a challenging sell due to the high brand loyalty within this category. Keith researched the product and found useful comparisons of the nappies versus its competitors, but he also found offers and a support forum specifically for the Own Brand nappies, all of which he shared with his line manager. This information was then added to the brief and shared with the national team of over 165 ambassadors. As a result of this additional research, Keith was able to structure a compelling sales pitch and increase the sales by a huge 7,282% in his stores during the first week of activity. This compared to a national average uplift of 4,730%! What stood out about the winning entrant?

All of the top three came close to the win in a hard fought category notable for the way in which clients, retailers, agency managers and team colleagues rallied behind the candidates. In bronze, Ben Davies proved an exceptional trainer whose effect in store had very notable results, especially as a senior trainer in store at Phiones4U. In silver Luc Funnell impressed with outstanding sales but also as a young brand ambassador who was prepared to challenge his call file, working with one independent retailer to have them out back on his list because he believed, rightly, that they were a missed opportunity nearly ready to be a big success for Sony. His role is expanding. Luc now attends multiple events across Europe for Sony. Less can be said about gold winner Paula Woods whose entry is mostly confidential.

Keith has embraced every aspect of the job, working hard to support Sainsbury’s charities, leveraging learning for himself and colleagues and committing fully to being a sampler who sells. What did the judges especially like about the entry? A flood of statistics and testimonials from every corner of the Cosine and Sainsbury’s business, and from store shoppers. Together they showed why Keith can be as good as he is, operating from a great platform, and the additional work he then does to outperform other samplers.

2013 FM & BE AWARDS 23

What stood out about the winning entrant? One notable insight on Paula is that she put herself forward as a pioneer on Fieldstar’s 1st ever face to face marketing course from Fieldstar’s qualification with University of Derby Corporate. What did the judges especially like about the entry? As a team leader on ODM’s highly successful (and award-winning) Cards In Store programme, Paula has proved to be the best performer in a top sales team, and as well as achieving more new contracts than other teams working on Cards In Store, the team also have to meet stringent quality checks and are often mystery shopped. Its a challenging job delivered with precision, professionalism and performance by Paula and her colleagues.


Most Effective Small Scale/ Low Budget Campaign

Most Effective Creative Sampling

GOLD Cosine, Unilever SILVER smp, Billy Boy BRONZE RMG, Boss Revolution

GOLD TRO, Lucozade Energy SILVER TRO, Lucozade Revive BRONZE Multiply, The Macallan

The challenge for the trophy

The challenge for the trophy

A busy category that threw up a really interesting top 3 that together show the power of FMBE techniques even when put under the microscope of low budget and local data.

Unilver Compressed in store In bronze RMG showed that Boss Revolution, a totally unheralded brand, a new 2011 challenger in the competitive UK International calling market, could still use face to face techniques to make market headway. To do so they used 4 chinese and 4 south american brand ambassadors to target retailers and shoppers in communities where the brand could gain leverage. South America was an especially big success, showing a 12 times increase in minutes called and with stores committed to Boss Revolution rising from 0 to 41. There were multiple achievements with long term implications all delivered on a £40K budget. In silver smp showed enormous prowess

in delivering a four event comedy roadshow for condom manufacturer Billy Boy at universities and engaged in further sampling activity at 6 more – all on a low budget (£ not for publication, unfortunately). Winning gold with a low budget entry for Unilever was quite a head turner from Cosine who helped establish Unilever’s range of compressed deodorants in Sainsbury’s by using sampling staff enabled to talk shoppers through the product using specially designed tablets to playback a video alongside support plasma screens. What stood out about the winning campaign? Creativity in a small space brought the ATL message direct to shoppers, on a low budget, with the expectation of establishing a new product choice effecting a raft of the best known brands in the sector. What did the judges especially like about the entry? Results such as: n The conversion rate from demonstration to purchase was 4 times the category average, with a 27% conversion against average of 7% for the health and beauty category.

This was a tale of woe – unless you were TRO. Well, not entirely if you were Multiply whose defence of last year’s win in this category saw a valiant bronze with whisky brand The Macallan for which they created a two stage sampling stand including an inner sanctum with masterclasses for the most enthusiastic.

Route 1 – Brand Ambassadors delivered 350,000 samples over a three-month period to offices across the UK that had been selected by TRO. Route 2 – 150,000 samples were delivered to hand-raising ‘Office Heroes’ who responded to banner advertising / social word-of-mouth to win a case of Lucozade Revive for their office. Both routes generated high response via competition entry. For Lucozade Energy, further investment in festivals proved that the creative that connected with festival-goers throughout the day – from tent delivery at dawn through to late night silent discos, had moved up a level with brand recognition growing and Facebook responses glowing.

TRO actually managed three shortlistings, a great feat in this category which sees many strong campaigns fail to make the shortlist. Even for TRO it was all plain sailing as Event Magazine’s Experiential winner, TRO and Guinness failed to reach the same heights after shortlisting here. The Guinness campaign impressed our judges too – at first – but fell away when scrutinised closely against the category criteria here. Winning silver, TRO’s work for Lucozade Revive set out to reach a group the brand defined as 25-35 year old ‘energy drink rejecters’ - they were looking to reach a new type of consumer for Lucozade. This group was reached by taking two routes:

What stood out about the winning campaign? A video perfectly captured the comprehensive way in which Lucozade added top the festival experience with real intelligence and fun. What did the judges especially like about the entry? The welcome moment and the morning delivery impressed. “Lucozade has broken the festival day up into moments of exhilaration” one judge commented “whilst being there at the start and finish to welcome and say goodbye.”

n Incremental sales percentage uplift was 96%, double the sales achieved in control group stores where no sampling took place.

Hammerson’s Iain Mitchell presents the award

Sponsor: Hammerson Hammerson plc is a leading European real estate company, operating in the UK and France. The group creates value by developing and actively managing prime shopping centres, retail parks and offices.

2013 FM & BE AWARDS 24


Most Effective Small Scale/ Low Budget Campaign

Most Effective Creative Sampling

GOLD Cosine, Unilever SILVER smp, Billy Boy BRONZE RMG, Boss Revolution

GOLD TRO, Lucozade Energy SILVER TRO, Lucozade Revive BRONZE Multiply, The Macallan

The challenge for the trophy

The challenge for the trophy

A busy category that threw up a really interesting top 3 that together show the power of FMBE techniques even when put under the microscope of low budget and local data.

Unilever Compressed in store In bronze RMG showed that Boss Revolution, a totally unheralded brand, a new 2011 challenger in the competitive UK International calling market, could still use face to face techniques to make market headway. To do so they used 4 chinese and 4 south american brand ambassadors to target retailers and shoppers in communities where the brand could gain leverage. South America was an especially big success, showing a 12 times increase in minutes called and with stores committed to Boss Revolution rising from 0 to 41. There were multiple achievements with long term implications all delivered on a £40K budget. In silver smp showed enormous prowess

in delivering a four event comedy roadshow for condom manufacturer Billy Boy at universities and engaged in further sampling activity at 6 more – all on a low budget (£ not for publication, unfortunately). Winning gold with a low budget entry for Unilever was quite a head turner from Cosine who helped establish Unilever’s range of compressed deodorants in Sainsbury’s by using sampling staff enabled to talk shoppers through the product using specially designed tablets to playback a video alongside support plasma screens. What stood out about the winning campaign? Creativity in a small space brought the ATL message direct to shoppers, on a low budget, with the expectation of establishing a new product choice effecting a raft of the best known brands in the sector. What did the judges especially like about the entry? Results such as: n The conversion rate from demonstration to purchase was 4 times the category average, with a 27% conversion against average of 7% for the health and beauty category.

This was a tale of woe – unless you were TRO. Well, not entirely if you were Multiply whose defence of last year’s win in this category saw a valiant bronze with whisky brand The Macallan for which they created a two stage sampling stand including an inner sanctum with masterclasses for the most enthusiastic.

Route 1 – Brand Ambassadors delivered 350,000 samples over a three-month period to offices across the UK that had been selected by TRO. Route 2 – 150,000 samples were delivered to hand-raising ‘Office Heroes’ who responded to banner advertising / social word-of-mouth to win a case of Lucozade Revive for their office. Both routes generated high response via competition entry. For Lucozade Energy, further investment in festivals proved that the creative that connected with festival-goers throughout the day – from tent delivery at dawn through to late night silent discos, had moved up a level with brand recognition growing and Facebook responses glowing.

TRO actually managed three shortlistings, a great feat in this category which sees many strong campaigns fail to make the shortlist. Even for TRO it was all plain sailing as Event Magazine’s Experiential winner, TRO and Guinness failed to reach the same heights after shortlisting here. The Guinness campaign impressed our judges too – at first – but fell away when scrutinised closely against the category criteria here. Winning silver, TRO’s work for Lucozade Revive set out to reach a group the brand defined as 25-35 year old ‘energy drink rejecters’ - they were looking to reach a new type of consumer for Lucozade. This group was reached by taking two routes:

What stood out about the winning campaign? A video perfectly captured the comprehensive way in which Lucozade added top the festival experience with real intelligence and fun. What did the judges especially like about the entry? The welcome moment and the morning delivery impressed. “Lucozade has broken the festival day up into moments of exhilaration” one judge commented “whilst being there at the start and finish to welcome and say goodbye.”

n Incremental sales percentage uplift was 96%, double the sales achieved in control group stores where no sampling took place.

Hammerson’s Iain Mitchell presents the award

Sponsor: Hammerson Hammerson plc is a leading European real estate company, operating in the UK and France. The group creates value by developing and actively managing prime shopping centres, retail parks and offices.

2013 FM & BE AWARDS 24


Sales Success with Big Data

Cosine is an industry leading field sales and marketing agency. Our highly skilled teams inspire your customers to buy your brands and products via selling, merchandising, sampling, demonstrations, experiential, auditing and training programmes. Our Data Led approach combines our business intelligence with market, retailer and consumer data and insights to develop and manage optimised field sales campaigns that are proven to drive excellent results. With offices across Europe, our data-led approach provides international brands with a unified solution and the chance to view sales data at European as well as market level. To find out more about how we design field sales execution using data contact us 01844 296751 info@cosineuk.com www.cosineuk.com Twitter @CosineUK


Field Marketing Product Launch or Relaunch Award

Brand Experience Product Launch or Relaunch Award

GOLD Ann Savva Promotions, Telefonica O2 SILVER Twenty5Eight, HTC One BRONZE REL, Carling Zest:

GOLD smp, Andrex Eco SILVER Experience Worldwide, BlackBerry Z10 BRONZE Jack Morton Worldwide, Wella Color.id

The challenge for the trophy

The challenge for the trophy

The winner was a slow reveal and the first relaunch ever to win this category. The silver and bronze winners were on behalf of well-known new products, both being launched into competitive markets. Winning bronze, REL and Carling showed the success of an in store campaign that was logistically impressive and showed a fighting determination to make the brand succeed. The silver winner landed – and delivered in – quite an inspiring brief as it relied on the agency delivering in stores and with retail training and also at brand experience events including the Champion’s League Final. The challenge for HTC has been all the greater in the smartphone market given the 2012-13 dominance of Apple and Samsung in the market. For the winner there was no such glamour, no fanfare events, but a problem to solve. With over 300,000 lost or stolen phones in 2012 and expensive smartphone repairs, phone insurance is a big and competitive market but it suffers low consumer trust. As a network Telefonica O2 UK has a responsibility to make sure its customer are given the opportunity to protect their investment in their handset from loss,

theft or damage. It is therefore important to them that employees are educated to allow customers to make an informed decision as to whether or not they should insure their mobile device. The O2 Mobile Insurance Training Strategy was the name for the relaunch programme to address issues including a number of cancelled policies that the brand deemed to be too many. After 2300 employees were trained, confidence in talking about the product was restored, cancellations decreased and sales increased. What stood out about the winning campaign? Agency ASP’s relationship with Telefonica O2 seemed so close that the activity  came across an an internal action rather than outsourced.  What did the judges especially like about the entry? 85% of employees described their confidence level prior to the training as low or average. 88% of employees described their confidence level following the training as confident or highly confident.  ROI, often a challenging statistic to provide for a retail training campaign, was  calculated at 1171%

James Lamb, Promologistics, presented the award

Sponsor: Promologistics Brand marketing logistics specialist, Promologistics, has recently moved to a new location in order to further reflect the ambitions of its directors. MD Jonny Lamb comments

“The move represents a breakthrough new level for our business and the service we provide. The new warehouse will feel like a logistics lab – a clinical look and feel that

reflects our precision and care when servicing client needs.” To view the new premises contact info@promologistics.co.uk

Another keen contest with a high number of entries. In bronze Jack Morton showed what is probably the most immersive event in our sector 2013 – its invitational offbeat series of colour workshops for a small handpicked group of professional hair stylists required total commitment from attendees. The Deconstruction Project events were tailored “to break down habitual behaviours and unlock true creativity”. Stylists were “subjected to a series of activities designed to break them down and neutralize them, making them ready to relearn.” before later activities unlocked their Color id. It was in depth stuff, but our judges preferred the sheer accountability of the leading two case studies. The silver winner showed comprehensive shopper understanding and drove front of mind recall as well as sales.

The gold winner though benefited from great brand partnership with a mould-breaking product for Andrex that proved to be an outstanding success for a product that really connected with shoppers. Smp planned shopping centres near to stores and refined selection using shopper psychology analysis, The events created a buzz, combining a core creative concept, ‘Get Bamboozling, with the ever popular Andrex puppy appearances and simple family experiences such as face painting. What stood out about the winning campaign? The bamboo and softness message was evoked right through the creative including the build materials, look and feel of the brand experience stand. What did the judges especially like about the entry? Results data, sadly provided confidentially, proved a fabulous ROI from the campaign and take up of the product in a very high percentage of UK households.

Justin Ward, Just Production, presents the award

Sponsor:Just Production Event production and consultancy: Fulfilling all production requirements from creative,

2013 FM & BE AWARDS 26

design and build, health and safety compliance and overall project management on your behalf.

Please contact Justin on 07557 536 431 with any exciting briefs. www.promologistics.co.uk


Ann Savva Promotions has over 25 years’ experience in Promotions, Field Marketing, Brand Engagement and Sponsorship Activations. We have an extensive range of clients who we represent In-store, on the High Street, at Events, Exhibitions and within some of the biggest music and sporting arenas in the world. Using our exclusively-owned data base of staff, we can provide you with people who have the right attitude, industry-leading knowledge and great organisation. We also offer ‘end to end’ campaign management, long-term project support and event logistics to help make you, your products and your clients’ stand out from the crowd. We are very proud to be an ISO 9001 & 14001 accredited company for the last 4 years, which gives us the foundations to deliver the success you expect from an award winning agency.

With our strength in depth, a culture of delivering and maintaining our clients’ aspirations at the heart of everything we do, we could make a big difference to your next campaign.

Ann Savva Promotions Ltd Tel: 01352 720 080 enquiries@ annsavvapromotions.com www.annsavvapromotions.com


Innovation in Action Award

Operational Success of the Year

GOLD Soho Events, Lincoln MKZ SILVER Wasserman, EDF Energy BRONZE Ambient, Tesco BRONZE Orchid, The Guardian The challenge for the trophy This was certainly one of the toughest categories to be in with proven winners hitting the fore.

In bronze were two outstanding entries. One of these, the entry for Orchid and The Guardian has every right to call itself the field marketing innovation of the year. Everything else on the shortlist was showing innovation in the brand experience space.

GOLD psLIVE, The Croods SILVER Powerforce, M&S BRONZE Momentum Instore, McCormicks The challenge for the trophy

the Olympics. A core element of the campaign saw Twitter and Facebook trends being analysed to see how upbeat the nation was before and through the Olympic period, projecting the result of this analysis as a light show on the London Eye. So why didn’t it win? In an ‘only at FMBE’ moment it came up against a campaign that is entirely focussed on innovation and had already bagged a Cyber Gold Lion from the Cannes jury. Hello Again, the launch campaign for the new Lincoln MKZ motor car was an event put on by agencies in collaboration including a ‘make it happen’ team from boutique London agency Soho Events.

Hello Again brought invitees to a special intimate live Beck performance which put the audience in control of the staging, sound and vision in a circular structure with a rotating stage and enabled the online audience Richard Isom, to control how they viewed the Trinity Leeds, launch using webcams to shift presents the award their viewing perspective. In field marketing terms, the use of crowdsourcing smartphone app Field Agent, to deliver a merchandising and compliance campaign had not been seen before. Spot display compliance checks had been seen, but fuller and more detailed campaigns hadn’t. Ambient and Tesco also delivered a unique first with their virtual store at Gatwick airport. The store allowed orders to be placed via screen and smartphone so that shoppers could have a fresh delivery on their return home to the UK. The initiative was a stunning PR success for Tesco. In silver, was the unluckiest campaign of 2013 (in terms of FMBE) as the most impressive part of the all-round impressive EDF, Energy of the Nation was its bravery to use social media mood analysis on such a big stage – and brand investment - as

Sponsor: Trinity Leeds

At the heart of the success was a performer renowned for his innovation and his unique interpretation of David Bowie’s Sound and Vision. What stood out about the winning campaign? Soho Events used several clever personalisation techniques so that ‘Hello Again’ could keep greeting and enabling guests to participate in the event on a one to one basis, in turn stimulating interaction between guests and a bigger concept of sharing a unique occasion.

The shortlist was a great justification for the category. FM&BE agencies are often exceptional at logistics, negotiation and fast reacting to a live campaign. Each of the three award winners showed a different aspect of FM&BE organisational skills. The bronze winner demonstrated premier quality display installation for McCormick’s, the owners of spice brand Schwartz. Momentum Instore installed a massive 508,716 parts into 2,001 Tesco stores; this included building a huge 160,499 units , 573 goal posts, 321 horizontal wooden panels, 573 headers for goal posts, 160,499 lock back clips, 25,752 small wedge retainers and 160,499 pieces of POS within a short turnaround. Whilst installing units is Momentum’s daily task, providing samplers for a televised competition filmed in M&S stores at short notice was outside the norm for agency Powerforce. The story of the red alert snow day  set for the filming that followed and the  collecting and collating votes from 1000 shoppers in ten stores nationwide with a total unwavering commitment to a fair result was very compelling for our judges. But it was the sheer bloody mindedness of new agency psLIVE when negotiating a bizarre PR stunt that became our judges favourite. as they finally ground English Heritage into submission. psLIVE cooked up an idea to launch

What did the judges especially like about the entry? Lincoln’s client commitment and belief that Hello Again would be the start of a whole attitude and charisma for the brand.

the best of fashion, food, arts and culture to Leeds. The circa £350m development is the only major retail Trinity Leeds is situated in destination to open the heart of the city with 1 million sq ft of shopping and in the UK in 2013. leisure. The scheme includes The latest addition over 100 new shops, stores to Trinity Leeds is Trinity Kitchen, which and restaurants, bringing big international brands and sets a new benchmark for

mall dining, by providing consumers with a diverse mix of street food vendors, pop-up market stalls and emerging high street food and drink brands in a 20,000 square foot indoor food hall. www.trinityleeds.com

2013 FM & BE AWARDS 28

20th Century Fox film The Croods with a promotion whereby the stony Croods logo would be erected during the Spring solstice at UNESCO World Heritage site Stonehenge. psLIVE’s refusal to take no for an answer was impressive in that they clearly had such strong belief in the creative idea that it just had to happen. To make permission even less likely, their proposal was to help drive up both the experience and the PR coverage with the use of 400 scouts to help raise The Croods’ standing stones. Somehow reasoning and negotiating to counter  English Heritage’s objections together with smoothing the waters with Druids finally brought about a decision to allow the activity.  Event then the project needed careful managing to not cause any issues with their hosts on the hallowed ground they would be building and filming on. What stood out about the winning campaign? Post event reflection from head of Stonehenge, Peter Carson: “I can’t believe I let you f***ing do that!” What did the judges especially like about the entry? The fixed focus on the right shot, the right story and the delivery of the event on the day paid off to the tune of 43,700,355 total audience online and at social media. £8 million in earned media value to date tracked by Vizeum, Fox’s media agency. The stunt cost £77,000.


Chopsticks, forks or fingers? With a unique mix of restaurants and street food vans, Trinity Kitchen is setting the new benchmark for mall dining.

trinityleeds.com

LSC2265_TrinityKitchen_A4_ST1.indd 1

13/11/2013 09:14


Most Effective Stand or Display Unit

Team of the Year

GOLD Sense, Ryvita SILVER Cake, EE SILVER The Circle Agency, Electronic Arts BRONZE smp, Andrex Eco

GOLD RMG, LG Home Entertainment SILVER REL, Molson Coors SILVER infinite, Sony Mobile BRONZE CPM, Stanley, Black&Decker, DeWalt

The challenge for the trophy

The challenge for the trophy

This was a hard category to judge and markedly different from last year when the entries were meeting very varied briefs. These finalists were mostly about the numbers they delivered during the campaign – and the challenge for our judges was to decide how much influence stand design and display had helped deliver those results. The bronze winner was the highly effective campaign that stood out for gold in product launch (page 26) In silver were two entries where it was clear that the stand or display was clearly enabling results. For Cake and EE the stand was critical to campaign ambitions to underline EE’s IT leading credentials and to impress locally. It was a digital box that offered up localised content and interacted directly with shoppers. The tour took the benefits of 4G to over 100,000 people who passed through the installation and footfall to EE stores local to the tour increased by 50% on average. For Circle the category helped celebrate an unsung heroic workhorse of EA’s promotions, its pods, wheeled flight case gaming demo units that can be up and functioning in 5 minutes. The pods have been used at 172 events, attracting over 95,000 consumer demos to date.

In gold, the winning stand fronted and facilitated a campaign that really totted up the shopper interactions. The ‘Ryvita Kitchen’, a 6x6m indoor stand was designed to attract a universal audience. It was designed as a platform to sample products to shoppers specific to that time of day, exposing them to other usage occasions for Ryvita outside of the lunch hour as well as new products. A hidden kitchen at the centre of the stand ensured mass samples were being created so that crowds could be sampled from the kitchen. The 360 design created visual cues from all angles whilst creating space for storage for four days of consecutive sampling. What stood out about the winning campaign? It was independently assessed by Millward Brown What did the judges especially like about the entry? Evidence of a mass sampling campaign trying to make every bite count as an engagement whilst keeping the signs of industry and scale – preparation, storage, product delivery – as minimal as possible. The professional look also helped sell goodie bags as well as sample. Sales of goodie bags raised a helpful £13030 in revenue, a figure that also points towards brand fan commitment.

Team of the Year is a category for heavy hitters and it was popular with big FM teams once again. The bronze winning team helped underline the success of the agency and brand combination who had already won the Perfect Service Award (page 13). There were two silvers, marking the high standard set. Both continue a fine track record in the team category for the respective agencies. From infinite and Sony Mobile we saw a team who activate the brand in a huge number of environments: n n n n n n

In store at call centres At parties and events Via sponsorship On a roadshow bus tour At exhibitions and more

Praise rained in on the team from many key partners and the entry also showed fantastic results. For REL and Molson Coors we saw a rapidly transformed team of upbeat negotiators, following an account win. The transformation was driven by data and insight combined with instillation of a new passion for work. The entry stood out for its clear presentation of data, a look in on Yammer, the team social media function used by REL, and finally an extraordinary video intro to the team

Carl Criscione, Equinox Design (left) presents the award

Sponsor: Equinox Design Equinox Design is a leading international experiential design and build company with nearly 30 years in the industry.

The scale or location of the experiential event poses no problem. Equinox has the fusion of creative and management skills to make any stand work.

project management and construction. www.equinox-design.com

We achieve this with creativity, experience,

2013 FM & BE AWARDS 30

played out in camped up mime to ‘Call Me Maybe?’. It is fair to say our judges have never seen anything like it before and will be on tenterhooks to see what the team might try in 2014. An exceptional entry from RMG and LG showed how their team ethos didn’t just work closely with the client, but included it. Occasionally in FMBE we get a feeling from an entry of the journey the agency and client have been through together and come out bonded. This honest entry saw a number of exceptional landmark sales achievements, but the team was also strong enough to confess to a missed target along the way and still come out with steadfast client support for the results. What stood out about the winning campaign? LG and RMG’s team video showed the team in action in store, interviewed a Currys store manager who found their support invaluable, and provided a client testimonial that did more than praise the agency for immediate results, it acknowledged the agency-brand progressive understanding and ROI optimisation. What did the judges especially like about the entry? The teams Home Entertainment demonstrators were allowed – by 10 Currys and 1 John Lewis store - to train in the stores themselves.


Total support for experiential agencies Manufacture ● Installations Logistics ● Graphics ● Storage ● Working Drawings

www.equinox-design.com info@equinox-design.com


Staff Performance of the Year

creative.

GOLD The Yes Agency, The Health Lottery SILVER Ted, Rocksmith SILVER Kru Live, Nivea BRONZE Kreate Live, Stella Artois The challenge for the trophy This was a classic challenge for our judges – there are inevitably staff performances entered where every action is accountable and those where performances are measured by that special something the right person can do to leave a smile on an event participants face. The bronze winner has a bit of performance art and quite a lot of accountability as Kreate’s teams set out to train barmen at a large number of bars in the perfect serve for Stella Artois using a surprising roleplay as an actress and photographer. Kreate selected 29 performing teams to deliver the work. The success of the work was accounted for with mystery shopper reports and sales uplift at the bars. Kru Live’s brief was much more about the emotional connection. In Dare to Dip, Kru stated “We were tasked to encourage the Nivea dippers to own the dreaded first swimsuit reveal by approaching it together,

with some Nivea care.” The Kru team had to ‘ooze sisterhood’ a quality that it is not easy to quantify in award terms, although video from the activity helped a lot. Our judges noted that with the wrong staff handling the event could have become flat and embarrasing rather than the buoyant and uplifting occasion that it so clearly was.

uplift compared to the previous Saturday saw an 80% increase with a sales total The gold winner produced a team of of £10k across the 200 stores involved, 400 staff for the bonus ball launch for an upturn that stayed 40 per cent up the Heath Lottery when a deal was done four weeks later, with 200 Tesco stores to promote it, with What did the judges especially like just 10 days notice. Tight Head Office management covered all 400 staff gaps about the entry? within 72 hours. Back up staff were A very winning testimonial: “Yes really also in place to ensure 100% coverage. took on board the importance of Staff booking was not a straightforward providing the right person to promote process however due to last minute the Health Lottery and the new game store changes, which required staff format and provided us with an re-deployment to new areas or new staff incredibly impressive team of Brand recruitment to cover these changes. Advocates. To turn this around with Online training followed by a knowledge only 10 days is quite an achievement test had to be undertaken to qualify for and even more so because of the high the work. Promotions kits and costumes quality of staff. We saw an 80% increase were then distributed to staff. in sales across the board and the sales What stood out about the winning campaign?

continue to be up on store averages 3 weeks after the activity. Overall a real success, well done.” – Henry Chambers, Yes showed how their trained staff made sales director, The Health Lottery. a difference in store. Overall the % sales

For Rocksmith, Ted showed the authenticity brought to a campaigns by ensuring staff had the right skills – in this case being good guitar players and communicators at the same time. Rocksmith is the first game of its kind that offers an authentic experience, teaching you how to play any real electric guitar. In the Festival Tour. Ted showed excellent recruitment and training to get the right result for Rocksmith, The trial and demonstrations were so highly regarded by the client, that several live testimonials during the IOW festival activity became the centerpiece of their TV advert

Keeping the FMBE Awards connected through Hashtag Live. A brand friendly social media integration tool for easily customising and displaying tweets.

www.reallycreativemedia.co.uk 020 8133 8144 / @ReallyCreativeM

2013 FM & BE AWARDS 32


YOUR EXPERIENTIAL STAFF


Field Marketing Agency of the Year

Brand Experience Agency of the Year

GOLD REL SILVER CPM BRONZE RMG The challenge for the trophy This was a close one between all of the top three who all impressed in key areas of consideration such as team ethos and training, great results for multiple brands and creative solutions. Winning Team of the Year with LG Home Entertainment was a crowning moment for agency RMG, underlining their training and innovation. RMG also impressed with dynamic brand ambassadors, product launch success for Nokia and targeted street activation for a new enterprise, Boss Revolution. Judges commended the versatility and creative new strategies at RMG that makes their work refreshing to hear about. For CPM, Judges were extremely impressed with the Perfect Service winning case study for Stanley Black&Decker DeWalt as this showed how CPM’s sales-led ethos had been a key driver of a service led brief, adding an extra layer of proactivity. The winning case studies for this campaign and the sales performance for Tassimo showed versatility and innovation from our industry’s biggest agency and with sales driven performance high on the UK’s

GOLD TRO SILVER smp BRONZE The Circle Agency economic agenda, CPM look set to have a big year ahead. REL is the first agency to win the Agency of The Year title in consecutive years and it did so by outscoring its competitors for its team ethos that has an especially strong resonance after new business wins. As a business REL is growing well and its successes in FMCG in particular is leading to a burgeoning reputation. This year case studies from Mondelez and Molson Coors had the greatest influence on our agency of the year judges. Work for these two giant brand owners was ably supported in this category by REL’s work for Red Bull and News UK. What stood out about the winning agency? Detailed data and insight info allowed judges to really understand the benefits brought by REL and answer many questions about how success was achieved. What did the judges especially like about the entry?

The challenge for the trophy For gold and silver this was the closest ever Agency of the Year decision with both the judge’s vote and the scoring system designed to help close decisions, split between the top two.

judges was the consistent methods for keeping track of every return on engagement. TRO edged the win with Nissan and Lucozade proving to be the highlight brands in a year where the agency also showed well with Guinness and Volvo. Of these the new business gold with Nissan was especially impressive, as was TRO’s domination of the creative sampling category.

Circle were not far behind in bronze with a very versatile set of case studies for brands such as Maxinutrition, Celebrity Cruises and Manchester City FC in support of winning entries for O2 and EA. The entry for O2 was one of the best What stood out about the winning of the year, and one that benefits from an agency? in-depth look as this promotion (see page The creative range – from beautiful 32) is all about long term conveniencingNissan 360 Qashqai Launch automotive stand building to captivating the shopper experience rather than staff delivering results for FMCG brands. stealing the headlines on a single day. What did the judges especially like For smp, the work for Andrex, including about the agency? a gold win with Andrex Eco, led the way The ambition to grow nationally and but was ably supported by a silver win internationally and ability to bring more showing low budget strengths for Billy client commitment – and budget - in Boy condoms as well a nice interruptive each year. marketing stunt for Bavaria’s O% beer. Where smp really stood our for our

The prevailing sense that REL teams relish going to work.

Nissan 360 Qashqai experience ATP tour 2011

Britain’s most affluent catchment, spending £1 in every £10 spent in There are city centres. There the UK. The figures are are shopping centres. And extraordinary, but there is Bluewater. no more so than the Over 28 million guests a year, or half a million a week, place. It covers 1.6 million visit Bluewater. They spend on average more square feet, with 330 of the best UK and than £150 each visit and international brands, sales densities are second 50 cafes, bars and only to Heathrow. restaurants, 13,000 free 72% ABC1, they comprise

Sponsor: Bluewater

parking spaces, 50 acres of parkland and seven lakes. Bluewater is an international frame of reference in the retail industry. Three factors are instrumental in Bluewater’s enduring success: the brand; constant evolution; and partnership

Sponsor: The International Quarter (TIQ) The International Quarter (TIQ), is the most exciting event address at the heart of London’s newest metropolitan area, Stratford City, E20. Event organisers wishing to attract the most creative, diverse and dynamic clients from in and around London, can depend upon TIQ Stratford City

2013 FM & BE AWARDS 34

to offer a cutting-edge environment London’s newest and innovative within Europe’s most exciting new city architecture. development. www.tiqstratfordcity.com TIQ Stratford City is an amazing opportunity to create the perfect space for your event in a unique location for your customers, in a thriving, sustainable district, surrounded by

N


WANT TO MAKE A

BIG NOISE WITH YOUR FIELD

gold AWARD

MARKETING INVESTMENT? We are proud and passionate about what we do and therefore like to make a bit of noise about what we deliver for our customers! Our core value of ‘Customers Come First’ is endorsed by great customer satisfaction scores and a growing list of partners who are seeing year on year ROI growth – typically two or three times more than achieved by their previous service providers. This, combined with great customer service and thought leadership, has seen REL dominate the industry’s Agency of the Year Award. Our 2013 win means we have now achieved an unprecedented 3 Gold and 2 Silver awards over the last 5 years and are the FIRST AGENCY to win two years running!

But it’s not just about our customers – our ‘Care for our Colleagues’ approach shows how much we value our people and work hard to ensure they are proud to work for us and passionate about the brands they represent. We think this approach works as our teams have created a unique record in the ‘Team of the Year’ category with 3 Gold and 4 Silver awards across different teams since 2008. If you want us to make some noise for you, come and talk to us about how we will engage our people to support your business. Call Kate Jones on 07741 240472

gold AWARD

SILVER AWARD

gold AWARD

Or visit our website www.relfm.com

SILVER AWARD


Lifetime Achievement Award

Rob Allen, executive chairman, TRO Rob is a Cambridge Linguist with a postgraduate MBA and Chartered Director certification. He started his career at British Airways, on the graduate programme and subsequently went on to establish his marketing career, holding various senior roles for a number of leading advertising agencies. Rob joined

TRO in the nineties, and has always been a strong believer of the power of experiential marketing. He has extensive experience in events, and has been involved in many high profile campaigns across the entire TRO portfolio of clients throughout his 17 years with the company.

Under Rob’s leadership, TRO has grown to become one of the UK’s largest experiential marketing and event management agencies, delivering B2B, B2C and B2E experiential campaigns for a varied client base including Google, Diageo, BMW, GSK and Nike. Over the last decade the agency has grown from a UK based company, to a global agency with offices in Melbourne, Shanghai, Singapore, New Delhi and Frankfurt, responsible for over 4,000 event activities every year. TRO’s work has been recognised by the industry in the form of over 50 awards, including Marketing Magazine Experiential Agency of the Year in 2011 and Eventia Agency of the Year in 2010.

topical issues and best practice. After seven years, including two as Chairman, Rob has recently stepped down from the Board of Eventia, taking on the role of an Eventia Ambassador. In his role as Chairman, he was involved in developing the IPM Experiential Code of Conduct. Rob was also instrumental in the merger of Eventia and IVCA. In Rob’s spare time, he regularly takes part in charity challenges – in fact, he’s just back from his latest challenge - 6 days cycling around and over the mountainous Los Picos Europa in Northern Spain on a route which includes a number of very steep Tour of Spain passes - all in support of Prostate Cancer UK. Last year’s charity challenge saw him row around Norway!

Rob is extremely passionate about the events industry and has always been Rob is a very talented musician, enjoys keen to give-back to the industry. He sailing, skiing and playing football in the frequently speaks at seminars and events TRO football team. and regularly shares his thoughts on

Frank Wainwright presents the award to Rob Allen. Frank comments, “It was a real honour to present this award. The awards and the magazine that I run owe a debt of gratitude to many of the industries most influential leaders and Rob is right in the top bracket of both the most influential and kindest of these. Through the years he has often made himself available at meetings, editorial round tables and feedback occasions. I have always been able to ask him for advice whenever I have needed it.”

2013 FM & BE AWARDS 36


2013 2012 FM FM&&BE BEAWARDS AWARDS 37 1


2013 2012 FM FM&&BE BEAWARDS AWARDS 38 2


2013 2012 FM FM&&BE BEAWARDS AWARDS 39 3


2013 2012 FM FM&&BE BEAWARDS AWARDS 40 4


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SOHO EVENTS, LINCOLN MKZ: HELLO TRO, NISSAN: GOODWOOD REVIVE: OFFICE SAMPLING. TRO, GUINNESS: GUINNESS CLASS.AGAIN. AMBIENT, TESCO: TESCO GATWICKFESTIVAL VIRTUAL OF SPEED 2013. WASSERMAN, EDF:FIELD ENERGY OF THE NATION. WASSERMAN, VODAFONE: VODAFONE AT STORE. ORCHID, THE GUARDIAN: AGENT PARTNERSHIP. SMP, ANDREX WASHLETS: CHANGE VIP WHAT FESTIVALS. BIG KICK, TESCO: MOBILE WILLMKZ: YOU HELLO ANSWER ME?. TRO, CAKE,NISSAN: EE: EE GOODWOOD 4G TOUR. THEFESTIVAL CIRCLE YOU MEAN THE BY CLEAN. SOHO EVENTS, LINCOLN AGAIN. AGENCY, ARTS: EA FLIGHT CASE PODS. JACK MORTON WORLDWIDE, TOYOTA: SMALL CAR OF SPEEDELECTRONIC 2013. WASSERMAN, EDF: ENERGY OF THE NATION. WASSERMAN, VODAFONE: VODAFONE VIP AT EXPERIENTIAL SENSE, MOBILE RYVITA: RYVITA KITCHEN. SMP, ANDREX GET BAMBOOZLING. TRO, FESTIVALS. THEROADSHOW. BIG KICK, TESCO: WILL YOU ANSWER ME?. CAKE,ECO: EE: EE 4G TOUR. THE CIRCLE bluewater.co.uk VOLVO: GOODWOOD FESTIVAL OF SPEED 2013. AVANTGARDE, GOOGLE: THINK TOYOTA: PERFORMANCE. THE AGENCY,AT ELECTRONIC ARTS: EA FLIGHT CASE PODS. JACK MORTON WORLDWIDE, SMALL CAR CIRCLE AGENCY, CELEBRITY CRUISES: AT TASTE OFKITCHEN. LONDON. INCREDIBULL, NOKIA: PROJECT BLUE BOX. EXPERIENTIAL ROADSHOW. SENSE, RYVITA: RYVITA SMP, ANDREX ECO: GET BAMBOOZLING. TRO, bluewater.co.uk MOMENTUM INSTORE, MCCORMICKS: AND FIXTUREGOOGLE: UPDATE. THINK POWERFORCE, M&S: FOOD VOLVO: AT GOODWOOD FESTIVAL OF HERBS SPEED 2013.SPICES AVANTGARDE, PERFORMANCE. THE GLORIOUS FOOD.CELEBRITY PSLIVE, THE CROODS CENTURY FOX): THE CROODS CELEBRATE SPRING CIRCLE AGENCY, CRUISES: AT(TWENTIETH TASTE OF LONDON. INCREDIBULL, NOKIA: PROJECT BLUE BOX. SOLSTICE. REL, MONDELEZ: HELLO JOY.HERBS CPM, STANLEY, BLACK AND DECKER, WALT: EVOLVEMENT AND MOMENTUM INSTORE, MCCORMICKS: AND SPICES FIXTURE UPDATE. DE POWERFORCE, M&S: FOOD BLU400129_FMBX_Mag_Ad_AW_1.indd 1 08/10/2013 11:18 DEVELOPING IN NEW CHANNELS. ORCHID,(TWENTIETH CCE: FIELD SALES – INNOVATION INFINITE, SONY: SONY GLORIOUS FOOD. PSLIVE, THE CROODS CENTURY FOX): THEBRANDS. CROODS CELEBRATE SPRING MOBILE FIELD REL, NEWS UK: NEWS UKSTANLEY, TEAM. REL, MOLSON COORS: DE FIELD SALES TEAM08/10/2013 LAUNCH SOLSTICE. REL,TEAM. MONDELEZ: HELLO JOY. CPM, BLACK AND DECKER, WALT: EVOLVEMENT AND BLU400129_FMBX_Mag_Ad_AW_1.indd 1 11:18 AND SUCCESS.INREL, BULL: JOURNEY HOME ENTERTAINMENT: DEMONSTRATION TEAM. DEVELOPING NEWRED CHANNELS. ORCHID,2013. CCE:RMG, FIELDLG SALES – INNOVATION BRANDS. INFINITE, SONY: SONY

Congratulations Congratulations to all those shortlisted for the FMBE awards 2013 to all those shortlisted for the FMBE awards 2013

ONE OF A KIND ONE OF A KIND

FMBE Awards 2013  

Field Marketing and Brand Experience Awards 2013

FMBE Awards 2013  

Field Marketing and Brand Experience Awards 2013

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