FMBE Summer 2015 by Field Marketing Magazine

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Field Sales * Live Marketing * Customer Engagement Volume 12 Issue 2 Summer 2015

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FIELD SALES

DYNAMIC OUTSOURCING

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

• real time reporting and photographs

• merchandising & replenishment

• POS placement & inventory checking

• mystery shopping and auditing

• staff training in store • sales teams

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

THE DREAM TEAM Contact: Jayne Jones E: jayne.jones@sigeurope.com M: +44 (0) 7825 943 559 www.sigeurope.co.uk SERVICE INNOVATION GROUP UK Radius House 51 Clarendon Road Watford Herts WD17 1HP

BEST BEFORE Summer 2015

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Sales Field * rketing * Live Ma gagement r En Custome mer 2015 Issue 2 Sum 12 me Volu

Insight for sales

hen you discuss field sales with the key brands at retail the boundaries between sales and marketing blur beyond distinction.

Volume 12 Issue 2 Summer 2015 Production Publishing Editor Frank Wainwright fm@frankpublishing.com News and Event reportingHarriet Cramerfm@frankpublishing.com Advertisement Manager Harry Stack fm@frankpublishing.com

SALETSSOURCING FIELADMIC OU

Once upon a time field sales was quite a blunt instrument for brands, often put to use by brands that were actively dissatisfied with their DYN Cover: A field marketing support. The field sales team could be deployed to generate sales professional in action for results in store, even when advertising was failing to make the Microsoft & Retail Marketing required breakthrough.

Contents 1 Ed letter 2 Switched On 3 FM News 8 Field Sales 15 FM Forum BEST BEF ORE Summer 2015

Subscription Enquiries Catherine Hazelden fm@frankpublishing.com Colouring In Ian Cramer

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

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Sales bursts were also deployed when too much stock was stuck in the warehouses. Strategic field sales is far from that. An FM Magazine interview poll of field sales strategists is ongoing, but an early point of consistency is that brands expect their field sales representatives to be good at what they do because they have gleaned as much value and insight into the brand as possible. They should be walking and talking brand advocates that bring all the communication strands, together at the point of purchase. Live marketing and customer engagement are watchwords for any retail or consumer brand’s marketing team. Field sales ambassadors are in the best place to bring insight from the latest experiential and digital activity together in such a way that retailers can get the most leverage from the brand. The same teams are also well placed to feed marketing with their knowledge of what consumers and shoppers are actually asking for. In the age old debate between marketing and sales, typically the question related is whether sales is a product of marketing or marketing a product of sales.

17 Brand X Of course the answer should be neither. Real time action is blurring the boundaries and speeding up the cycle of shopper insight and data. 19 BX News Ideally, it is all a part of the same virtuous process. 24 Shopping Field marketing and field sales agencies are bringing through a new + Travelling breed of brand ambassador, one who keeps both brand and marketing 31 Broadwick Live campaign advantages to hand and who is driven by data insight – and 33 Data and Insight who knows that the sale isn’t completed by negotiating a result at the retailer. The sale is completed when the till says so. 34 Technofield 39 Brand Ambassador 41 Pastures New Frank Wainwright 44 My Monopoly Case Study Publishing Editor, 44 Panasonic Case Study Frank Publishing

Summer 2015

A company huddle Retail Marketing is a brands business and a people business. Sean Algar is client services director at Retail Marketing Group

We do everything we can for our clients’ brands and maintaining and enhancing their brand values wherever our people represent them. Our brand belief starts at home. Whilst our brand ambassadors always represent the client brand at retail and in customer engagements, internally we like the Retail Marketing brand to stand for a set of positive values that is meaningful to anyone who works for us, wherever they are based. The consistency of the Retail Marketing brand is especially important as we can refer to it when we roll out best practice team communication and management. Our brand underpins our expectations in terms of any regular event in the business. The way we welcome a new team member or celebrate an account win should be the same at HQ, at our offices in Australia, or in any new territory to come. Everything we do should be with the same best practices at heart – though always with local knowledge applied.

shared, new teams are introduced and more. If you can’t make the huddle or are too busy to tune into it, you can see the highlights, recorded and presented by two members of the team as a mini news broadcast. As the business grows we have to grow our inclusive culture with it. Inclusion allows anyone in the team to question what we do. Retail Marketing’s ethos is all about the why. Why comes before What every time. We like to question why we are working and why we are doing tackling a task a certain way. A culture where everything can be questioned helps empower forward thinking. That’s important when working in consumer electronics and tech as we always need to have an eye on the future. Retail Marketing typically has one eye on the ten year plan – assessing how tech will be sold and consumed into the future – whilst working effectively on the present day needs of our clients.

Employee engagement with the brand and its values starts with a weekly huddle. This is a huddle with a difference, a half hour management chat that is filmed live so that any one of 200 people can sign in and tune into it. It is hosted in our Hub, a central set of sofas where birthdays are announced, major wins are

news

www.retailmarketing.co.uk

news

DOOH & radio for Lucozade In a UK media first, Primesight, GTN and MediaCom have launched a national realtime campaign for Lucozade Energy, saw digital outdoor ads synchronised with radio spots across GTN’s “Network Drive”. This partnership seeks to connect more platforms and more messages together in a world of ever increasing complexity and technology.

With the communications objective to make the Lucozade energy drink more relevant to everyday energy lulls, OOH advertising appeared across Primesight’s new digital 48-sheet ‘Network’ in tandem with radio spots across the “Network Drive” package, meaning that drivers could see and hear Lucozade Energy’s ‘Find Your Flow’ messaging while they are travelling. Full story: www.fieldmarketing.com

Looking Glass appointed by the Jockey Club Experiential space specialists Looking Glass, part of the Limited Space Media Group has announced its appointment by the Jockey Club Racecourse group’s London Region, including Epsom Downs, Kempton Park and Sandown Park Racecourses, as exclusive experiential marketing agents.

offer. This includes themed fixtures, family fun days, Ladies’ Days, music nights as well as world famous sporting events like the Investec Derby Festival.

Nick Bedford, head of sales and general manager for Looking Glass, said: “Enjoying new experiences is part of a day out; brands’ association with such a The appointment gives Looking Glass positive event creates, in turn, a positive unparalleled access to the highest halo effect. Therefore our access to the Jockey Club’s London racecourses is a profile events in horse racing for its clients. Brands can target racegoers who fresh new and memorable way for them are upmarket professionals with to make an impact.” Full story: www.fieldmarketing.com disposable income. The three London racecourses have a range of fixtures on

Summer 2015

Muriel Zingraff-Shariff joins eXPD8 Heathrow Airport.

Mark Thurgood, Co-owner and eXPD8 has announced the appointment of Director at eXPD8 says: “I am Muriel Zingraff-Shariff as non-executive delighted that Muriel is joining the director. She will provide board of eXPD8. She guidance on leadership, will be an excellent strategic vision and change addition to our senior management as well as a management team client facing role with and an important contacts across the industry. contributor to our comprehensive retail Muriel is a luxury branding support services. I and Omni-channel retail also want to thank strategy specialist with over executive search firm 25 years of experience. She is Moon Consulting for currently Chief Executive of facilitating Muriel’s Aromatherapy Associates Group and has held directorships at Jimmy appointment.” Full story: www.fieldmarketing.com Choo, Paco Rabanne, Harrods and

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Westfield & Dreamworks Service Graphics and Galebreaker deal develop Grotto Westfield London and Westfield Stratford City have announced a brand new festive experience brought to life by DreamWorks Animation. These two locations also have the distinction of being the first official sites committed to hosting a DreamWorks DreamPlace outside of the United States.

Service Graphics, the St Ives Group-owned large format print specialist, has announced a Sole Supply Agreement with Galebreaker Group to promote its high-level banner Adventure to Santa’s Grotto, A DreamWorks DreamPlace will take families on an system, Ad-Cassette. immersive, cinematic adventure set in a 2,000 square-foot cottage that The new to market solution for advertising, combines the latest technology of motion-based effects with magical promotional and exhibition banners provides storytelling. an alternative to traditional indoor and The studio’s famous storytelling and humour and will take visitors through fun, outdoor formats by allowing banners to be changed quickly and easily at ground level. interactive and personalised activities with iconic film characters Shrek and Donkey on their adventure to Santa. The entire experience is tailored and The ambient system comes in both standard personalised, from the moment families reserve their visit from home to billboard poster sizes, or can be made to meeting Santa. measure for bespoke installations. They can Full story: www.fieldmarketing.com be lowered and changed without the need of cherry pickers or lifting equipment, making them ideal for both retail environments and stadia.

Galebreaker Group appointed Service Graphics due to the scale of the business, its prestigious client base within the retail and sport stadia, and its UK-wide sales team. Martin Hutchings, divisional sales director at Service Graphics, commented: “The Ad-Cassette system offers a genuinely innovative indoor and outdoor solution for marketing. The ability to change banner promotions quickly and efficiently offers our clients a real tactical advantage.” Jeremy Scudamore, director at Galebreaker Group, added: “Service Graphics was an obvious choice of partner. The agreement will allow us to build our target markets across the country as we look to offer this unique solution to clients.”

Zeo partners with Ambient Following a multiagency strategic pitch, Zeo appointed Ambient Media Worldwide Ltd to run a London-focused sampling campaign throughout the peak summer soft drink season of 2015.

Ambient will be serving up 3 flavours from the new range in chilled 250ml cans at high footfall locations and key social events across the capital this summer. Full story: www.fieldmarketing.com

evian’s pop-up hits Piccadilly

TRO develops course England Golf with Sheffield Hallam appoints Generate

Commuters travelling through Piccadilly Circus Tube station are able to enjoy a moment of purity thanks to evian’s new pop up shop.

TRO is collaborating with Sheffield Hallam University to develop a course in ‘International Events Management with Experiential Marketing’ to start in September 2016. TRO will help with the development of course materials as well as the delivery of some of the course content, and providing real-life case studies for the students to work on. In addition, successful students will have the opportunity to work within the agency on one-year work placements, as well as post-graduation.

Piccadilly Circus is hosting the store, which will trade until September 3. The shop has been designed and built by brand activation agency N2O to bring the brand to life, and visitors to the shop are able to pick up bottles of evian as well as pink evian tennis ball packs, umbrellas and Brumatiseur facial sprays. They were also be able to enter a competition to win VIP tickets to The Championships, Wimbledon, of which evian is the official bottled water partner. The campaign will be supported later in the summer with a social media campaign designed to help Londoners keep cool this summer. Stuart Anderson, head of retail at TfL, said: “It’s fantastic that evian is opening its first pop-up shop on our network. It is a great example of TfL expanding the services on offer for our customers.” Grant Finney, N2O campaign director, said: “We’ve enjoyed working closely with Danone on this brand activation project. Designing, building and staffing the UK’s first evian pop-up shop has certainly been a highpoint in N2O’s continuing relationship with Danone.” Full story: www.fieldmarketing.com

As part of this relationship, Ellie Montague joins TRO in the newly created one year internship role of Events Team Administrator. Ellie joins TRO from Sheffield Hallam University where she has just completed her second year of the w BSc (Honours) Events Management course. Nicky Morgan, TRO’s Group talent director said: “We are truly excited about this association with Sheffield Hallam University, a leading university in the delivery of Events Management courses. This initiative forms the basis of TRO’s drive to discover and nurture the future talent of the event marketing industry. A number of our account executives and managers have either studied at Sheffield Hallam, or joined us on work placements, so it feels entirely natural to formalise our association in this way.” Full story: www.fieldmarketing.com

England Golf, the governing body for all amateur golf in England, has appointed leading sport and entertainment agency Generate to develop a long term commercial and marketing strategy. This is part of its ongoing initiative to shift perceptions of the sport and increase membership and participation. The implementation of the commercial strategy covers sponsorship, broadcast, PR, and in order to tap into their membership database and the broader golf fan base, there will be an overhaul of their existing digital and CRM platforms. Rupert Pratt, managing partner of Generate said “We are delighted to be working with England Golf to raise awareness of their existing activity and attract commercial partners to help them grow the game. This is a unique opportunity to directly access and engage with their 675,000 members and 1,900 clubs but also with the 1.13m* golfers in England via a broad range of activities.” David Joy, CEO of England Golf, said, “We have an exciting vision and strategy prepared and are looking forward to working with Generate to raise awareness of activity we have in place and securing partners. We have a fantastic platform to commercially grow businesses via our unique access to the golf community nationally and regionally.” Full story: www.fieldmarketing.com Summer 2015

news

Cosine unveils its experiential Bee

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extension of our work at Cosine; teaming our Business Insights, that tells us where and when to engage with a client’s target audience, and our Jacqui Sheldon, Cosine director, said of creative campaign design that truly the service launch “At Cosine we’ve been engages the target audience leads to developing successful brand events for very dynamic, inspiring and ultimately our client partners for a number of years, successful events for existing and new so it was a logical step for us to package clients.” up this expertise under Bee. Full story: www.fieldmarketing.com “Delivering engaging events is a natural

Morrisons Live gets underway with N2O Brand activation agency N2O has won the right to run the new Morrisons Live programme, a new and enhanced sampling and experiential programme for the grocery multiple. The contract had previously been held for many years by agency Merchandising Sales Force. Announcing the new programme, Morrisons stated:”We’ve listened to your feedback and have re-evaluated what sampling and experiential marketing should look like in a world class retailer in 2015. Each element of the new service

has been carefully considered and optimised to maximise the effectiveness of in store activity. Morrisons Live has been tailored to meet the needs of our suppliers. In addition to a dedicated support team, we’ve created a website packed full of useful information about our enhanced sampling and experiential offering.”

RPM embarked on a nationwide sampling tour Nescafe Azera to provide consumers with an exciting brand experience that will encourage them to ‘Be Your Own Barista’ at home with the Nescafe Azera range. The experiential campaign aims to build front-of-mind affinity and brand loyalty whilst encouraging online sharing.

Butter and Anchor Unsalted Block Butter purchased, from March until the end of May, added a 10p contribution to the creation of baking kits, which were then distributed to all primary schools that signed up to the programme.

The Anchor Baking Kits for Schools promotion offered all primary schools across the UK the opportunity to receive free spoons, mixing bowls and aprons, to help kit them out for their compulsory practical cookery classes.

6,033 primary schools across the country registered for the promotion including those as far away as the Isle of Man, Channel Islands and Shetland Islands. Even the smallest school in the country, Herm Island School, signed up for the program.

Every promotional pack of Anchor Block

Full story: www.fieldmarketing.com

Summer 2015

major towns and cities. RPM has also supplied a branded trailer where hot samples of freshly brewed Azera are handed out to consumers. RPM covered all aspects of the activation including designing the sampling trailers, on-site logistics and training and kit necessary for a successful sampling campaign. The eight week campaign aimed to see over half a million samples distributed. Full story: www.fieldmarketing.com

The Macallan’s sensory tour Malt scotch whisky brand The Macallan gave guests the exclusive opportunity to unlock the doors to its temporary London lair for a fully immersive brand event in June. Experiential marketing agency BEcause was tasked with creating a memorable and magical brand event hosted at the illustrious Two Temple Place, London. The ticketed event, dubbed The Macallan Residence, unlocked a sensory tour through The Macallan 1824 series comprising of Gold, Amber, Sienna and Ruby single malts. During the two hour long experience, guests were treated to a masterclass

from expert mixologists who showcase the art of creating the ultimate whisky cocktail. Artisan du Chocolat hosted unique chocolate pairing sessions, whilst Esquire magazine offered exclusive stylist insights from unique styling services. The Masters of Photography series exhibition, shot by the iconic fashion photographer Mario Testino, was hosted in its own bar. The Macallan mixologists were on hand to keep the creative whisky concoctions flowing throughout. Before leaving The Macallan Residence, guests could stop by the themed photobooth and collect souvenirs. .Full story: www.fieldmarketing.com

All campaign bookings are made through Morrisons Media Services, with activity brought to life, in store, by N2O.

Anchor’s baking kit campaign a success Thanks to the Anchor Baking Kits for Schools on pack promotion launched in March, Anchor has helped create 92,500 grubby aprons, messy mixing bowls and licked spoons in primary schools across the country. Agency whynot! ran the campaign for Anchor.

news

RPM’s Nescafé Azera roadshow

The campaign sees RPM’s brand ambassadors sampling out of mobile sampling units in high footfall areas in Cosine exhibited their service offering, Bee at Marketing Week Live in London at the end of April.

news

Buxton relocates in London for a day On Sunday 26 April 2015, the day of the 35th Virgin Money London Marathon, Transport for London signed a landmark sponsorship deal that saw Canada Water Underground station renamed Buxton Water for the day

Canada Water roundels were replaced by ‘Buxton Water’ and branded artwork was placed all over the station to celebrate runners taking part in London’s largest annual running event. The artwork carried the hashtag #withyoualltheway to mark Buxton Water’s role as the official water provider of the Virgin Money London Marathon. .Full story: www.fieldmarketing.com

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EMS takes Neff & Bosch on tour

Advantage announces global partnership with Smollan

Event Marketing Solutions (EMS) has launched two UK road shows to get retailers and consumers hands-on with the latest appliances from Bosch and Neff.

Advantage Sales & Marketing LLC (Advantage) and Smollan Group (Smollan) has announced the formation of a strategic international partnership to become the first and only global provider of innovative outsourced sales and marketing solutions for consumer goods companies and retailers.

of service innovation. “It was clear early on that we shared not only global aspirations, but a passion for continually enhancing our services” said Smollan CEO David Smollan, who will join the EMS was tasked with creating two truck campaigns that would use Advantage leadership team as a partner advisor. the same formula but deliver separate brand, product and “For example, the marketing division Advantage customer experiences. The result is an immersive and consistent launched to help clients connect with shoppers multi-audience experience for Bosch and Neff, each focusing on and drive sales has become the number one brand and product awareness. Advantage is North America’s leading provider of experiential and promotional marketing agency in sales and marketing solutions, with a dynamic team Two of EMS’ largest trucks have been transformed to create the U.S. Similarly, Smollan leads the industry with of over 40,000 associates providing consumer Mobile Training Academies - fully equipped with built-in ovens, advanced technology and mobility platforms that hoods, hobs and dishwashers. Real-life working kitchens complete goods suppliers and retailers with innovative provide clients with actionable insights to the the experience, enabling live cookery demonstrations. The Mobile headquarter sales, business intelligence, retail trade.” merchandising, marketing and technology Training Academies are visiting major shopping destinations Both companies also have proven expertise in solutions. around the UK, allowing retailers to get involved with the new consolidating companies serving fragmented ranges of appliances. From May onwards the vehicles were also Smollan is the leading provider of sales and markets into a cohesive whole that continues to open to consumers and are stopping at major shopping marketing solutions in developing and emerging destinations. The Neff Mobile Training Academy has been created markets operating across 5 continents with 60,000 understand and cater to local market differences. Advantage rolled up 18 regional retail sales with cooks in mind and is an opportunity for kitchen specialists to employees and associates. agencies to establish a North American footprint in gain a wider understanding of the new collections.. Together they now form the world’s leading retail the 1990s and, more recently, over 15 regional Full story: www.fieldmarketing.com solutions company. foodservice agencies to form the largest national division of its kind. Smollan also has a well-established and very successful partnership (since 2009) with the global Smollan has a longstanding international vision and leader in advertising and marketing services, history of expanding its model across borders into namely WPP plc (WPP). This unique global complex high growth markets such as India, China, connection has assisted with Smollan’s successful Pakistan, the Middle East, and Southeast Asia. expansion to date and will add to their new Unified Solution for Europe partnership with Advantage. Under the terms of the international partnership, This combined experience will be integral as the Advantage will make an investment in Smollan, and Advantage and Smollan partnership turns its immediate attention to developing its unified the two companies will cooperate to provide solution for Europe through a new jointlyowned seamless global services with Advantage taking primary responsibility for execution within North holding company, Advantage Smollan, for which America, and Smollan taking primary responsibility they are actively pursuing likeminded acquisition for execution within Africa, the Middle East, South partners who are culturally aligned in a quest for service excellence, thought leadership, America, Australia, and East and South Asia. The two companies will offer a unified solution across entrepreneurial spirit, all leading to better results for clients and customers. This effort is well Europe through a newly formed joint venture. underway, as Advantage recently acquired REL Leveraging to Win Across Borders Field Marketing, a leading UK-based field Badger Ales has announced that drink. The partnership gives Advantage and Smollan the marketing company specializing in outsourced it will be the official beer During both events, a selection opportunity to leverage best practices, capabilities, sales and marketing solutions, which will be the partners to CarFest North and first company to operate under the Advantage of Badger’s award-winning beers and technologies to offer highly effective and South 2015. Now in its fourth will be available to sample at its consistent international representation to clients, Smollan joint venture. year, the sell-out family festival truck and to buy from the event many of whom themselves have a global presence. “The European landscape shows clear parallels to was launched by Chris Evans in bars around the site. other consolidations we have led,” Ms. Domier “We have developed immense respect for the 2012 and brings together Full story: remarked. “We believe that this strategy will Smollan organization as we have interacted with incredible cars, live music, handy www.fieldmarketing.com benefit manufacturers seeking holistic retail them over the past few years to drive and crafts and fantastic food and merchandising, technology, and reporting solutions challenge each other on best practices and technology enablers” said Tanya Domier, Advantage that span Europe. Our European teams will offer the industry’s best capabilities and technology Chief Executive Officer. “We are now excited to call them partners and deploy these practices and along with the local knowledge to address the unique dynamics of individual markets.” analytical and reporting platforms across our

Badger Ales’ CarFest sponsorship

Westfield hosts Avengers premier

The Avengers: Age of Ultron European Film Premier was held at Westfield London on the 21st of April. Held in The Atrium, the centres’ purpose built event space, the premiere was attended by thousands of fans. The star studded cast appeared on stage the width of the Atrium with a 28sqm screen displaying timed graphics to the thousands of fans gathered. The cast greeted the crowd before walking their way down a carpet with 150 metres of LED lights to the top-level VUE cinema to watch the film. Full story: www.fieldmarketing.com

complementary markets to offer clients seamless visibility and score-carding, as well as a consultative, single point of contact with a global view of the business -- essentially an efficient, one-stop shop for clients and customers worldwide.”

Partnership Years in the Making Smollan and Advantage have a longstanding association, drawn together as like-minded, people-focused companies, with similar histories

Mr. Smollan continued: “To fulfill our promise as a best-in-class business services company across Europe and on a global scale, we need the absolute best in terms of people and resources. As we look to complete our geographic footprint in Europe and beyond, we are targeting companies who are number one in their markets and who share our entrepreneurial culture and passion for adding value as they will have an ownership stake in the business and accountability for our growth together.” Summer 2015

DIVERSIFICATION IN OUR INDUSTRY CREATES EXCITING OPPORTUNITIES Jacqui Sheldon reflects on the recent Field Sales Roundtable event

This year Cosine turns ten. I, like many people at Cosine, have been here since the start and I’m sure they would all agree with me in saying that in these ten years our industry has become increasingly diverse with all agencies offering a continually expanding range of services for their clients. The market has also become increasingly more competitive over the last ten years but it is still as exciting as ever. There is no denying that one of the channels that has grown the most has been in experiential marketing and creating engaging brand experiences. I asked our Bee team to tell me what an engaging experience is to them; “ We believe it is a moment in time that makes you stop, interact with and experience a brand, take the time to understand it and ultimately be part of it. A brand experience should be just that, an experience but for the brand, it should always have a focus on sales. ” The focus on sales is something that I find really interesting and I believe that while majoring on brand experience it is important to ensure that any activation or experience still drives sales. That should be the end goal of any activity, increased sales and brand awareness.

JACQUI SHELDON Director Cosine UK

It is a fact, after all, that a Marketing Director is accountable for ensuring their marketing strategy results in increased brand awareness and ultimately increased sales. Another big change has been in the movement towards self-employment. It’s a real challenge for our industry, whilst it can offer some advantages to brands and agencies alike, we feel the issues in the quality and control of the execution far outweigh any benefits. We’re dedicated, as we always have been, to recruiting, developing and retaining real talent and we believe you can only do this successfully using permanently employed staff. In our view selfemployed field sales agents and brand ambassadors simply do not deliver the quality that we demand for our clients.

Something that has always been present in our industry has been clients looking to the field teams we operate as a talent pool for their in-house teams and their head office roles. I feel as though this is a really positive indication of the strength of our client partnerships and even more so, how well our teams are performing. Clients will only continue to look to our teams in this way if we continue to recruit and train the best and the brightest. Our methods of attracting talent continues to grow; integration of social recruitment and the use of video CVs. Whilst our methods of training do too; with always available online training and accreditation delivering up to the minute brand and product information with proof of learning quizzes. Throughout everything that has happened in the past ten years our industry continues to grow and, as the yearly FMBE Awards show, continues to deliver exceptional execution for clients. It’s hard not to be excited about the opportunities that further diversification will bring to our industry. YouTube was only ten this year too, with the speed of change the internet has brought us where will we be in the next ten years? Or even the next two years? I’m really looking forward to finding out

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The Sales Dynamic An agency roundtable discussion hosted by FM Magazine With field sales campaigns about to hit the headlines at the 2015 FM Awards, showing off the next level of dynamic results through outsourcing, Field Marketing magazine hosted a selection of the very best practitioners from leading agencies together with Andrew Hough who heads up the Association of Professional Sales. For anyone judging the Field Marketing Awards, the high quality of field sales performance from leading outsource agencies has been common knowledge. Sales, and the ROI they bring, are what most field campaigns expect. Certainly though one industry trend is a push towards greater sales professionalism whilst risksharing contracts for field outsourcing are becoming more common. Several leading agencies have developed intensive academies and skills centres and have teams that are strongly focused on the sales outcome of every action. Agency McCurrach is one of these. RJ Stratton affirms “Sales lives and breathes through everything we dosales is the end result” Whilst the focus of many field sales teams is selling product into stores and retailers, field marketing agencies also cover consumer facing experiences and product demonstrations. For agency Cosine resultsdriven activity crosses all field disciplines, including shopper facing: Says Jacqui Sheldon, “Delivering engaging brand experiences to increase awareness is vital but these activations need to keep in mind the end goal – increased sales.” James Keleher agrees: ““People want ROI- it’s now a reality – accountability is what is being sold in store.”

Around the table Andy Buck, sales and marketing director, CPM Simon Dawes, managing director, ODM Andrew Hough, chief operating officer, Association Professional Sales James Keleher, director, Retail Marketing David Louis, business unit director, Field Sales Solutions Antony Mauder, marketing director, ODM Jacqui Sheldon, director, Cosine RJ Stratton, business development controller, McCurrach The group was also later joined by Steve Radford, managing director, FieldStar Network who introduced his Field Sales Programme (discussed in these pages) Andy Buck points out that data reports from stores empower the field team. “You need more than brilliant people,” he says, “You need sales tools- and proofing by data- binary data. It is not us that is making up the data, it’s not Nielsen. Sales is driven by accurate data in real time.”

that at ODM, “Our internal data is more real time and therefore often smarter than our clients. Client data often outdates more quickly” The quality of people deployed for field work is always a point of difference though with many agencies priding themselves on their brand and training academies, as well as exterior qualifications to go for (notably FieldStar’s course with the University of Derby). For sales there is also a different challenge for tactical staff versus full time strategic teams. Tactical teams do not benefit from the continual support, resources and consistency that a single manufacturer under contract to an agency, can supply. Says Jacqui Sheldon, “Tactical sales forces are a challenge for our industry, it’s very difficult to attract and retain real talent and so deliver quality sales with freelancers or self-employed sales ambassadors.”

David Louis counters ““We have a company in the group, IMS, that only employs self-employed people, but we can still ensure quality, suitable, capable and accredited personnel. There are many such individuals who see themselves as sales professionals in their own right, In other words, the field team can help the brand to get and want to set standards.” ahead in its sales cycle with information that it can rely In the conversation that ensues, agency leaders upon. emphasized the value and understanding brought about Simon Dawes affirms the insight from real-time saying by structured training and the value of having a good client with interesting products to present. Many field sales teams operate in the convenience and independent sector, helping smaller grocery retailers to take advantage of new products, direct supply discounts and shopper trends and these teams face a different challenge when pitching niche products.

The accountability drive, across all types of field marketing discipline, has been in step with the proliferation of affordable in store data and real-time reporting using mobile devices and smartphones.

A Microsoft sales professional from Retail Marketing in action

Andrew Hough is well aware of the challenges that sales people face and the challenges facing recruiters. For him, the way to attract good sales people is to showcase the best opportunities. “In sales it doesn’t matter

News: Distribution drives for Powerforce Powerforce, is leading a major sales distribution drive for Chi Coconut Water and The Giving Tree vegetable and fruit snacks. Initially starting in the London area, the sales drive will capitalise on the growing demand in convenience for healthy drinks and snacks to go.

Summer 2015

The two recently launched brands present the perfect, complimentary pairing for stockists to meet the increased demand for naturally healthy snacks to go.

with sampling and product education.

look forward to driving growth of our raw coconut water and our innovative Commenting on the activity, Jonathan freeze dried snack range across the Newman, Founder & CEO of Chi Ventures Ltd said “We are excited to be London area.” working with Powerforce on the launch Full Story: Powerforce’s sales teams will be selling of two great new products. With their www.fieldmarketing.com in to independents, providing stockists expertise and success in field sales, we

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

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

2014

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

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Telephone: 08456 809 309 New business: justin.rigden@shopsmartagency.co.uk www.shopsmartagency.co.uk

A smarter approach to retail marketing

Sales

WINNER

Sampling

Merchandising

Training

Road Shows

Audit

Most Effective Small Scale / Local Campaign

2014

WINNER

SILVER

New Agency of the Year

Mystery Shopping

Experiential

13/11/2014 09:38

what you sell it’s the sales criteria. Are there success stories you can showcase to attract talent? Typically people don’t choose to work in sales they fall into it.” Field marketing agencies have created an array of interesting opportunities for sales professionals and the conversation turns to the way this happens. For tech and consumer electronics specialist agency Retail Marketing Group there is a strong correlation between awareness and sales. James Keleher comments, “In tech products brand awareness is often the main sales driver. So much momentum is gained by early-adopters. When new tech comes to market the question is who will get it first? , where will it be adopted?, who will follow? Tech isn’t a repeat purchase.” Antony Mauder

concurs “Awareness is a direct driver for sales in the field.” Andrew Hough raises the interesting point that “People don’t believe retail is sales. It’s not seen as a skill. The reality is irrelevant – but outsourced people can help them to sell better.” Entries to the FM awards, Instore Marketing category, often bear this out with retailers crediting visiting field professionals with adding a new level of dynamism to their store. Retail training is a major part of field marketing team activity and this is often product training. But store staff also regularly credit field sales professionals for inspiring the retail team to aspire to close more deals. Field teams can gain greater leverage when

A field sales representative multitasks for agency Cosine – driving demand from the retailer whilst ensuring product reaches the shelf

Agency Update: Channel Advantage FM put the questions to Andrew Boothroyd, business development director, Channel Advantage 1. Has your agency been through any breakthrough moments in the last 12 months? Yes, last year we were acquired by the HPS Group, the award winning Marlowbased marketing communications business. Our clients had been asking for more ‘end-to-end’ integrated solutions, so the alliance with the HPS Group provides an exciting strategic fit. It also enables us to enhance our offer through the high-quality digital, analytic, PR and creative resources provided in-house by HPS to provide a genuine ‘one stop shop’.

physical product. Through this merger with HPS, we can now leverage our extensive collective experience in the ‘considered purchase’ sector to develop new programmes and initiatives that will enable clients to better optimise their marketing spend, from initial awareness right through to the eventual transaction. 2. What have been the main achievements? Last month, we were delighted and honoured to receive the most prestigious supplier award from our client Huawei for ‘Outstanding Market Development’ in recognition of the work we have done in establishing their brand within UK retail and increasing market share over the past two years.

Huawei establish their position as one of the major players in the smartphone industry. Off the back of significant sales increases and a more than healthy ROI, Huawei has doubled their investment with us for 2015/16. Channel Advantage are proud to be working in partnership with Huawei and are excited to see the innovative new products they will be launching this year. 3. What lies ahead for your agency?

We want to continue exploring new ideas and opportunities with our colleagues across the HPS Group for the benefit our mutual client set. For example HPS have very strong capabilities in MIS and data analytics, through the development of a The convergence and consolidation of dealer marketing software package used retail channels has led to fewer stores, The Channel Advantage field team has throughout the BMW dealer network. but an increase in destination shopping been responsible for training retail There are some obvious synergies that with customers looking to validate their stores and call centres such as Carphone will allow us to create some new online research and get ‘hands-on’ with a Warehouse and EE, and has helped products and services to address the

News: REL adds Vimto

REL Field Marketing has been chosen as sales team focusing solidly on Grocery Vimto’s new Field Sales Partner. stores in Vimto’s heartland of the North West and Midlands. Vimto has Signalling a change from Vimto’s ambitious growth plans for the next 12 previous syndicated approach, the REL months and field sales is expected to be team will be delivering a dedicated field

Summer 2015

a key driver of this growth.

increasing need to provide creative and immersive experiences at the point of purchase. Watch this space! 4. Are there any key developments that we should know about? We see lots of potential to take what we have learned working in the consumer electronics and technology space over the past 21 years and applying those principles in other emerging categories and business areas. Despite all the technology we now find ourselves surrounded with, the face to face interaction with a customer remains as important today as it ever was. With over 70% of sales still made in traditional stores, a memorable brand experience, combined with proper sales staff training means every customer encounter is an opportunity to convert to a valuable sale. That’s something no brand can afford to ignore!

Vimto outlines “As a business we have some stretching long term business targets and aspirations. We selected REL as our FM partner due to the wealth of industry knowledge that they bring to the table, as well as their professional and proven ability to Kelly Worgan, Key Account Executive at strive for perfection in field delivery” The Vimto team will benefit from REL’s extensive experience within the grocery sector coupled with its solid understanding of the soft drinks category.

building up store knowledge and product sales history. RJ Stratton affirms, “Long-term performance is the key measure.” David Louis says, “As demonstrated through our FM&BE platinum award in partnership with Ferrero growth stimulates strategic development, and strategic development stimulates growth. Our training academy initiative is a direct result of this and will provide management and more senior sales staff for us and our clients in the future” Once a long term client relationship has been established, holding onto talent is the next challenge for agencies. A challenge that is unique to agencies is that the client has every right to bring the best performers in-house as direct employees. Jacqui Sheldon comments: “When our clients see our field staff as a talent pool for their recruitment we think this is a positive indication of our strong client partnership.” James Keleher adds, “Most staff selling IT like it because they like IT not sales. Great talent passes through into the brand or higher up.” Having said that, there can be a flipside. He adds, “When we recruit National Account Managers, we can have people leaving a client to work for us. It is because we are confident in the work we do.”

A word with… Richard Finch, MD at field marketing and sales activation agency, Elevate Have you seen any changes in the last 12 months? That clients now seem to have recognised that big is not always best and smaller agencies can deliver the strategic thinking and delivery – we have been trusted with some really exciting strategic assignments over the last year

What have been your main achievements? We are proud to have extended our services beyond traditional Merchandising and Sales adding Telesales, Data and Technical solutions which make us much broader in our delivery. This makes us what we call a “stractical” agency equally capable in offering tactical and strategic solutions. Our clients would say however that our main achievements have been meeting and beating their KPI’s - and we should be most proud of that. As usual our clients are probably right!

A brand ambassador for Dyson shows how to close a deal at the recent pop up brand store at Bluewater. (see also Brand X feature this issue, Shopping & Travelling)

The job of an agency is often to take a burden away from a client and to surpass expectations. Simon Dawes notes, “We often make it look too easy to our clients. Clients don’t usually realise how hard we have to work to provide excellent sales people, exactly where and when they are needed, trained to the necessary level and to ensure they succeed.” Andrew Hough adds. “They think sales is not a science. We should show it’s a science and thought goes into it. This is a REAL science.” A long-term outlook is far from universal though and some key clients pitch regularly seeking to play agencies off against each other. Andy Buck summarises the different approaches that clients are

The Field Sales Programme this would only happen if the team could immediately relate and apply concepts they learned to their work. So a programme specifically created for the field sales sector was key. Secondly they needed a solution that would quickly deliver a return on investment - a 1. What does your Field Sales Programme offer that high-cost programme requiring long periods of time wasn’t available before? away from work was not an option. FieldStar’s workIn 2013 FieldStar ran a Government funded pilot where 250 students from over 20 companies completed a Face-to-Face Marketing programme developed in partnership with the University of Derby. The results and feedback from the pilot formed the basis of an academic study that specifically looked at how to create effective work-based learning programmes for the field sales and marketing sector. The study recommended changes to the workbased learning model enabled the Warburtons team based learning model and the creation of new to study alongside their day-to-day role, using the programmes specifically tailored to different face-to- workplace as a natural learning environment to apply face sales and marketing disciplines. FieldStar used and refine their new skills as they went. This enabled these recommendations to create a new University the Warburtons team to complete the programme accredited programme for field sales specialists and over a 20 week period with minimal disruption to their another focussed on in-store merchandising, both are field sales function. delivered using a refined work-based learning model 3. How was the study completed? that ensures the learning experience is both deeply The FieldStar programme comprised of two 1-day engaging and highly effective. workshops, with the remainder completed online and 2. What appealed about this Programme to through active workplace application assignments. A Warburtons? typical week would see students complete 2-3 hours Warburtons selected the FieldStar programme for of flexible online study, apply concepts they had their Retail Development Team for two main reasons. learned to their work, then complete a couple of short Firstly they wanted to see a measureable (200-300 word) ‘review & reflect’ assignments. A improvement in sales performance and recognised Q/A with Steve Radford, FieldStar Network, whose education and training business has built courses which have academic recognition at the University of Derby

FieldStar University tutor assessed work as it was submitted and provided encouragement and feedback to ensure the Warburtons team were fully supported at all times. 4. Why did Warburton’s choose to add merchandising to the modular mix? The field sales programme was further enhanced by the addition of 3 units from FieldStar’s In-Store Merchandising programme, creating a bespoke learning journey to meet the needs of the Warburtons team. The additional content was added to help the Warburtons team understand shopper behaviour in the in-store environment and to ensure they knew exactly how different merchandising actions can be used to drive sales. This was designed to further develop the team’s ability to act as trusted advisors to their clients, helping the team to build relationships that maximise sales for both Warburtons and their retail partners. 5. How was the course received/reviewed by Warburtons? Warburtons hadn’t used distance learning for their Retail Development Team before and one of the first pieces of feedback we received was just how effective they found it to be. Allowing each student to work at their own pace, applying and refining their newly developed skills as they went, meant they could see the programme delivering a return on investment almost immediately. However some of the best feedback we received was from the students themselves, with one student remarking that “it became rather addictive, I enjoyed it so much I couldn’t wait to log on to each module” and many stating the skills they learnt on the FieldStar programme will change the way they work forever. Summer 2015

CPM can help you make the most of every shopper moment - from classic moments like Back To School and Christmas to exciting new opportunities around Black Friday and key sporting events Shopper moments offer fantastic opportunities to engage with shopper needs and at CPM we can help you capitalise on these incremental sales opportunity - whatever the channel If you want to find out how just give me a call

Andy 07809 585 751 Andy.Buck@uk.cpm-int.com

Sources: Kenshoo, The Grocer, Boston Consulting Group, slideshare.net, 6 Summer 2015 econsultancy.com, Daily & Sunday Express, BBC News

1,000 43%

In 2013 overall UK retail search spend increased 44% from Thursday to Black Friday, but in 2014 the increase jumped to 145%

43% OF ONLINE ADVERTISERS

WILL BE RUNNING DEALS ON BLACK FRIDAY 2015

Asda sold more than 8,000 TV’s in first hour of opening at 8am and sold more than 1000 BMX bikes . They also sold out of Xbox 360 games consoles by 9am

BLACK FRIDAY BOOST 66%

BMX BIKES

66% of people delayed or

brought forward their shopping to coincide with Black Friday

saw the biggest traffic increases on Black Friday 2014

In-store sales are predicted to drop by 1.4% in 2015, but an 18.4% increase in online sales means that total retail revenues will increase by an average of 2% Last year, the hottest growing category was health and beauty! Sales increased by a drastic 56.9% from the previous year. Coming in second place were home goods that increased by 43.2%

YoY SALES UP!

AMAZON: UP 76.91% YoY EBAY: UP 76.32% YoY PAID SEARCH: UP 40.32% YoY GOOGLE SHOPPING: UP 8.73% YoY

1 TABLE EVERY SECOND

MASSIVE SUCCESS FOR

John Lewis sold a table every second during £179million Black Friday stampede that broke the store’s 150-year sales record

Sales at Argos were up 45% and it received over 13.5 million visitors to its digital channels, three times the previous year

John Lewis saw online traffic build to 14 times more than they have ever witnessed

MINTEL ESTIMATES 2.5% GROWTH FOR 2015

#CPMfamousforsales

www.uk.cpm-int.com

Summer 2015

with pitches currently. “Certain clients move > taking around the industry seeking ever reducing margins… Procurement-led tenders move straight to the bottom line. But when a brief comes from a commercial team then it is game on to prove the additional value that you can bring.” Clearly the latter type of pitch appeals strongly to Andy Buck, whose agency, CPM wears its strapline ‘famous for sales’ with confidence. Salespeople are typically asked to have faith in commission supported pay and agencies that are confident that the right opportunity exists are at ease with risk-sharing results-based contracts. For field sales specialists, ODM this is nothing new, Antony Mauder comments, “We get paid on the downstream results. We’re happy to work on a results basis.” However, James Keleher warns that some “Risk and Reward models are, in reality, Risk and Risk.” Andy

Buck sees shared risk from the client perspective: “A client will say, ‘Are we in it together?’” Of course running a risk-sharing contract can be quite daunting for agencies that are not familiar with doing so. Targets and KPIs are going to be exacting and not

Challenges

As a brand new product type, it was essential that shoppers were educated on the concept of portable squash. The smaller sized bottle could have easily Robinson’s Squash’d launch become lost on shop fixtures designed to display larger bottles. The positioning of It’s not every day that a genuinely new the product had to create clear category product is launched into the grocery sector; segmentation and ensure visibility in of the When Britvic Soft Drinks launched product on the shelf. Day one compliance Robinsons Squash’d, the grocery industry was essential to support the multimillion witnessed the creation of a completely new pound advertising campaign which included sub category of ‘portable pocket squash’ nationwide TV advertising. that Robinsons estimate will grow to be Solution worth £200million. Britvic appointed Service Innovation Group Background UK (SIG) to handle the field marketing of Robinsons Squash’d is a new super the launch in Tesco and Co-op stores concentrated squash with no added sugar nationwide. Tesco agreed to have a PoS unit that comes in a 7cm high bottle designed to at selected till points in every superstore fit into a handbag or pocket. It comes in and Extra store for three weeks to support three flavours: orange & peach, summer the launch. The SIG field team was briefed fruits, and apple and blackcurrant. the first visit would be an installation preTraditionally, consumption of squash out of call visit the week before the launch to the home is low, and it becomes less liaise with store managers. The pre-call relevant as a person gets older. As the No 1 visit would introduce the store managers to dilutes brand in the UK market, Robinsons the PoS unit – to show them what it looked took the opportunity to reinvigorate the like, to discuss the launch date and agree squash market by launching a new product which checkouts would be used. The visit that was more relevant for adults by being included a check out audit; field staff convenient and portable – thus driving reported on the number of checkouts that consumption out of the home. The launch were able to hold the PoS unit and gave was supported by a multimillion pound detailed feedback on any issues where integrated and interactive marketing units couldn’t be sited. Photographs of till campaign designed to raise awareness and points were taken and fed back to ensure educate consumers on usage. that the correct number of PoS units could

Summer 2015

Simon Dawes gave his honest assessment of the challenge: “Performance management is the hardest part of what we do. 25% of our sales force are loss leading, it is just part of managing a sales team. The critical objective is to minimize the underperformance”

In the UK, field sales outsourcing is buzzing. The skills that outsource agencies are bringing to the sector is being driven by data insight and skills training to make it more and more dynamic. At its best the result is a rewarding process for clients and their supportive agencies and the results that they drive are witnessed with envy by the same An LG brand ambassador from Retail manufacturers Marketing negotiates in store operating in other parts of the EU and beyond. If sales is, as Andrew Hough says, a REAL every member of a sales force will be able to deliver science then the formula could become a notable the blockbuster results required, even when they are export in the future.

Dynamic Merchandising Merchandising can be a crucial aspect of new product launches. Here’s what happened when Service Innovation Group won the right to help Britvic launch Robinson’s Squash’d

well-equipped and supported.

be issued for each store. Field staff also used this pre-call visit to work with the store manager and stock controller to check the inventory system to ensure that enough stock would be available to support the initial installation and subsequent merchandising visits. The pre-call visit was essential to ensure that stores where happy with the forthcoming launch and to enable any discrepancies between the Tesco head office instructions and store manager’s decisions about the number of units or the siting of them could be swiftly reported back and smoothed out. Following the pre-call visit, the field team then returned to each store later that week to site the units and to merchandise them. Further merchandising visits were made pre and post weekend for the next three weeks. Tim Lark, managing director SIG UK: “The installation pre-call visits ensured a very smooth and productive installation. By working with the store managers and introducing them to the unit before it was installed the team was able feedback and quickly solve any issues and then enable a smooth installation with very high compliance.” SIG was also appointed to install and merchandise a branded shipper and chiller units into 2,500 Co-operative

food stores nationwide. The shipper and chilled unit created product visibility and clear category segmentation. The multi-siting solutions created consumer interruption in store – driving awareness and purchase. The visits involved liaising with the store manager to introduce them to the shipper and chilled unit (showing a letter of head office authorisation when required) and then the siting and merchandising of the units and taking exit photos of the execution. The Britvic team were delighted to win the ‘Best Branded Product Launch’ award at the Co-op Supplier awards for Robinsons Squash’d. Peter Hill, outlet contact strategy manager – digital & flexible, Britvic Soft Drinks said “The launch of Squash’d was very important to us so we asked several FM agencies to pitch. Our pitch criteria was focused on experience, knowledge, good value and reporting capabilities. We needed to work with a field marketing specialist who could add value to the relationship by advising us on how best to execute a launch of this nature in-store. We were impressed with the knowledge and understanding displayed by the SIG team – so we appointed them. The launch went really well, and we were especially impressed with the real time reporting so we could very quickly react and rectify any issues faced in store.”

Opinion: Forget the four Ps

he last year has seen several interesting developments within the grocery industry – the rise of the low cost, low choice retailers and the impact this has had on the supermarket giants is marked and shouldn’t be ignored by our industry.

Event: A taste of Taste Tim Lark Managing Director SERVICE INNOVATION GROUP (UK)

In January Tesco’s new Group Chief exec, Dave Lewis announced that he was axing up to a third of its 90,000 products in order to both reduce the choice given to confused shoppers and give him more buying power with the suppliers who remain - which would therefore lead to more discount that they can pass on to shoppers. His strategy seems to be focused on shoppers simply buying things because they are cheap. Whilst I think that this can be a key decider to some people in these days of austerity, it’s not the be all and end all. Canny shoppers are still buying the brands that are

important to them, whilst saving on products that aren’t. But ‘price’ is quite rightly only one of the four Ps of marketing. Not everyone wants to buy everything at a rock bottom price, in many cases you do get what you paid for; and let’s not forget that there are many, many aspirational products and brands that are still thriving. Some products are still bought on impulse so we cannot ignore the ‘promotion’ and the ‘placement’ parts of the mix. Great field marketing activity becomes even more important to get brand stand out in a sea of cheap prices.

Harriet Cramer visited Taste on the Thursday evening session - and the place was buzzing. Here’s her round up of who was working hard to impress.

sampling dairy free Coconut yoghurt at their stand.

On arrival I made my way over to the press tent and was introduced to Jordan of Switched On Comms, the Brighton based PR agency that organizes press at the London event.

My next stop was less innocent. I made my way to the Havana Club shack, where cantineros from Cocktail Create were giving mojito masterclasses.

Jordan welcomed me to the show and took me to the Lovo tent. Lovo, a vodka and coconut drink, had its own in-house promotional staff who were giving away samples along with branded hats and sunglasses.

There I met an event managing brand ambassador called Rob who told me the whynot! agency’s activation had been very This Lovo induction was a sign of things to successful – and mojito mania had been non-stop since opening. He managed to come as the trend at this year’s Taste of London was definitely coconut.Vita Coco squeeze me into a masterclass where, the very engaging, Jeremy talked the group were educating people on the uses of through making our very own Havana coconut oil and handing our samples of coconut popcorn. In an innocent tropical Club cocktails in a branded Havana Club can. He then encouraged me to share chill out zone, staff from MBA Field photos of my effort on social media using Marketing were handing out cups of the relevant hashtag. The popularity of the coconut water to cool visitors, lounging campaign was highlighted by the amount back in innocent branded deck chairs in of taste goers who were wandering around the shade. the rest of the festival clutching on to their Gü founder James Averdieck’s new branded cans. business venture was also one for coconut Next up I came to a Lindt pop-up shop fans. ‘The Coconut Collaborative’ was where I spoke to Nick from Mash staffing.

News: Whynot! activates ‘Casa Havana Mojito’ In its ongoing experiential campaign for Havana Club, to teach over 10,000 Londoners how to make an authentic Cuban mojito, whynot! took ‘Casa Havana Mojito’ to Taste of London.

steps needed to create the perfect summer cocktail. They were also be able to purchase a kit containing all ingredients needed to make the drink again at home.

At the event, which ran from Wednesday 17 June until Sunday 21 June, Havana Club cantineros guided consumers through the three simple

The experiential activity was launched at Old Spitalfields Market, where over 2,500 mojitos were made and 70 bottles of Havana Club were

sold, before taking it onto Greenwich Market. After Taste of London, Casa Havana Mojito visited Brixton Market and Camden Lock Market. Full Story: www. fieldmarketing.com

Summer 2015

told me that the Lindt tent >Nick was as popular as ever – unsurprisingly given the popularity of the product. The Mash team was sampling chocolate served on silver platters, and engaging with the public, whilst chocolatiers were doing live demonstrations with melted chocolate. Consumers could also purchase their favourites from the counter.

Warriors from Tribe Marketing were sampling mini creations, prepared by a Movenpick chef, to the public. Neal Ward, event manager said “Last night was twice as busy as opening night last year, so yeah I would say it’s going really well”

encouraged to share selfies online and take photos in front of specially created branded Instagram frames. While I was there,Voss was hosting a private party for specially invited guests, and Voss mixologists were making Voss infused cocktails.

TRO staff were also hard at work. They were sampling Mortimer Orchard’s silent disco both original and chocolate Baileys and giving out recipe cards for Baileys’ creations and engaging with the public at the Baileys tent.

Lola staff were also busy at Taste. Lola’s team were working on the Looije Tomaten stand, a dutch tomato brand, The brand ambassadors were conducting ‘blind tasting’ activities, were visitors were asked to try three different tomatoes and vote for the one they thought was the tastiest by pressing the buttons on two voting tables.

PromoUK, handed me a branded wooden spoon and invited me into the Only Lyon stand. Only Lyon Tourism and top chef Paul Bocuse were represented at the event, jointly celebrating 50 years of Paul Bocuse having three Michelin stars by encouraging passers-by to dress up in chef

Next, I went over to the Mortimer Orchard Hub. Brand ambassadors from Pulse were handing out winning tickets to engage with customers and bring them over. I met Phoebe Small, brand manager at Westons cider, who explained how the activation worked. Half pint prizes were available with entrants receiving a treasure map to participating local pubs in the area where people could go and claim it. This promotions attracted quite a crowd, and once they were at the Mortimer bar visitors TRO team sample Baileys at Taste could don a pair of branded headphones and join in the silent disco. Disco whites, complete with hat, and goers were encouraged to share posing for a photo in front of a a silent selfie on Instagram for a backdrop of Paul’s face. A chance to win more prizes. Polaroid was given to them as As I wondered around Regents well as being shared online. Park trying to read the map a At the Movenpick tent, Brand brand ambassador from

Interview: Hope&Glory James Gordon-MacIntosh, Hope&Glory (H&G) was born. managing partner, Hope&Glory PR H&G have been behind some very spoke to Harriet Cramer talked about experiential stunts How did the agency come about? recently, how do you ensure you Jo (Carr, managing partner) and I get the coverage? worked for 77 PR (now part of Fishburn) and although it was fun, we decided to strike out and do it for ourselves in 2011. Our task was simple, we realised there are lots of agencies that are grounded in experiential but have started doing digital and social - they do campaigns and then justify it by engagement in the social sphere. And then there are the agencies do great experiential stuff and excel at it but gauge its success on people immediately engaged. We felt that we had a perfect way of putting our expertise to great use by creating an agency that could be the full package; thus

Summer 2015

Getting coverage lies in the heartland of who we are as an agency and as a PR team, Although we have always done experiential, we have never really seen ourselves as an experiential agency. When what we are doing includes a face to face aspect, it is our priority to make it interesting and editorially valid. The floating house for Airbnb for example, hit 14 million on twitter but we also got extensive press coverage. If something is interesting and exciting, people will want to read about it. Whatever we do is designed to get editorial coverage. That is our single minded purpose and it has

Voss Water, had a very strong presence this year. As the only water supplier they were incredibly busy due to hot weather. Away from the event Voss had a very strong Instagram and Twitter presence with consumer engagement online seemingly near to constant. I spoke to Gisela JohanssonLlewelyn, international key account director, who told me that Voss has no PR team in Britain so all social media interactions were being conducted in real time from New York. At the show Voss had a competition on the bottle lids. Winners could swap their bottle with a bottle of infused Voss or win a limited edition branded wallet. The public were done us very well. It is rare that we start out with experiential brief. We are given a brief and sometimes we take a view that experiential or an event is the way to execute it, so we apply a filter that other agencies don’t apply. The ability to make people smile comes from creative insight

The Meantime Brewery Company were inviting Taste attendees to escape to Greenwich and have a virtual reality tour of the Brewery. The fully immersive experience transported consumers using Oculus Rift technology, and they were rewarded with a cold pint afterwards. One of the lead sponsors, AEG had a demonstration kitchen and had prominent branding at the cookery theatres. The AEG area was set up to showcase dining at its finest and the staff, supplied by Kru Live, were data capturing and engaging with the public. On arrival at the AEG main area I was offered a glass of champagne by a very knowledgeable brand ambassador who told me all about the kitchen showed me its many benefits. opinion and create awareness. In cases where an investment has been made you should be aiming to have an impact on that. In those cases it is a just cause to put research behind it. Even If you have limited budget, spending 10% on research is not a great investment. Research is a means of learning, and using it to gauge the future is an investment.

How accountable do clients want PR stunts to be? In some ways increasingly accountable but also not accountable enough. There are still clients who will judge a stunt on what coverage it has. Has it created buzz? Has it reached social channels? But, some activities can go a bit deeper than that. Post-activation research can see if it has created awareness. Did it have an end impact on the audience we wanted to reach? PR’s function is to shift attitude,

Floating house for Airbnb

BEST BEFORE Summer 2015

SHOPPING EXPERIENCES AT THE CUTTING EDGE

Giving a hit Talking at Cannes about advertising that focuses on selling rather than adding value to communities, will.i.am said: “You know people don’t like it on YouTube. They skip it.” Ensured by Google marketing executive Lorraine Twohill that 87% of people do not skip ads on YouTube, he went on: “OK, well they’re not paying attention to it. They’re skipping it in their head. “Regardless of what your metric says, we’re not paying attention to it. If you don’t add value to people’s lives, I don’t really give two shits about your advertising,” he said. This comment struck me as being a rare example of when asking a celebrity to comment on business – in this case digital advertising - has unearthed a consumer truism. Advertising has always blinded us with statistics. The multi-billion PR and visibility reach accorded to some campaigns would have you believe that if you

don’t know about the big new campaign for so-and-so, the person sitting next to you surely must. PR reach, online or off, doesn’t equate to engagement. At the Brand Experience Awards we will have categories where our judges will be served with online visibility stats. But we will also pose judges the two shits question. Did this story behind the stats engage? Was it likely that the campaign added value? Fortunately Brand Experience campaigns, focussed on real experience typically centre on something that does add value. It is the online share of that experience that needs to be very compelling to cut through the ‘skipping it in their head’ aspect that will.i.am correctly brought to the digital table.

Published by

Frank Publishing Ltd, II BRAND X Summer 2015

86 Sandyhurst Lane Ashford Kent TN25 4NT email :fm@frankpublishing.com

Sacla’s school opera

The aim of the performance, which was captured on hidden cameras, was Italian food brand, Sacla, surprised to bring some Italian passion into an pupils and teachers alike at a primary otherwise mediocre lunchtime. The school in Buckinghamshire by serving children’s reactions range from joyous linguini and an impromptu opera to confused in the footage captured performance at lunchtime. which has since been shared via social media. The musical school lunch After serving up pasta and pesto to surprise is a follow up to viral video the unsuspecting children, the ‘Shopera’ – which has nearly six operatic crew, disguised as canteen million views on YouTube – devised staff, then offered around black by Taylor Herring two years ago at the pepper and parmesan in true Italian John Lewis Oxford Street Foodhall style whilst bursting into song and serenading the dining hall with Italian from Waitrose. Full story: www.fieldmarketing.com classics by Verdi, Rossini and Puccini

The unmissable installation, situated in the Capital’s biggest business centre, was emblazoned with the slogan “Consequences – the least used word in the investment world”, and spearheads the wider campaign, planned and bought by independent media agency the7stars.

amongst our core demographic.” Londoners visiting Shoreditch’s Box Park and Spitalfields market were able danio worked with digital agency to win a free danio by unleashing their Naked on the social media aspect of hunger cries to a specially designed the campaign. Niccolo vending machine Rigo, Naked’s strategy developed with director said: “This Anarchy Ltd. campaign embraces a more disruptive, Ines de Bodard, immediate and brand manager at entertaining personality Danone said: “This creative than is usually found in campaign is the chilled yogurts and desserts category. We designed to connect with our wanted the product to remain at the very core of core consumers in a completely new the story – and so we way for the designed an idea that is fundamentally about a brand. By tapping consumption ritual. into their hunger in a funny and disruptive way, this #HungerCry is the result of this humorous campaign will drive deeper approach.” engagement and meaning for danio Full story: www.fieldmarketing.com

Emoji characters start Talk

Abundance hijacks Canary Wharf Ethical investment company Abundance has launched its new ‘Consequences’ campaign by depositing a branded pink shipping container outside London’s Canary Wharf underground station.

danio unleashed #HungerCry

and Kinetic Worldwide, was supported by a targeted out-of-home (OOH) campaign. Digital screens in and around Canary Wharf mirrored the container’s provocative style with the message “What’s big and pink and will make you think about how you invest?” to support Abundance’s drive for ethical investments.

Three people dressed as emoji characters toured London in late May, as a new study by TalkTalk Mobile to mark the launch of Britain’s lowest priced unlimited mobile SIM, reveals that emoji is being adopted at a faster rate than any other language in history, with 8 in 10

British people now using the colourful symbols to communicate. The three people dressed as ‘emojis’ have launched a study which was published to mark the arrival of Britain’s lowest priced unlimited SIM, from TalkTalk. The PR stunt is the work of agency Taylor Herring. Full story: www.fieldmarketing.com

Consumers passing by the container in Canary Wharf also received digital media via Wi-Fi connections using geo-targeting, as well as being targeted with stand-out formats in Launched on June 8, the experiential City AM, the city’s free financial title. stunt, co-created with Ambient Media The activity ran for one week. Full story: www.fieldmarketing.com

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BRAND X Summer 2015 III

Fuse & TRO champion the fan with Nissan

Influencing the culinary elite

Nissan celebrated the Barcelona v Juventus UEFA Champions League Final in Berlin with an innovative experiential fan experience at the UEFA Champions Festival at the Brandenburg Gate, which over 100,000 fans were expected to visit. Fans football energy and passion will be measured to power the UCL trophy on its final journey from the Fan Festival to the Olympic Stadium.

League Trophy to the stadium on match day in a special one-off e-NV200 vehicle. Fans were also be tested on their football skills as they attempt to recreate Nissan’s TV advertisements.

When the world's gastronomic elite gathered in London to find out who was on 2015's "World's 50 Best Restaurants" Bray Leino ensured they dined on world class Norwegian Cuisine.

In addition to the fan activation, Nissan also benefited the city of Berlin environmentally. Over 100 Nissan electric vehicles were used by UEFA in Berlin. Nissan also left a lasting infrastructure legacy from the event in the form of multiple EV charging points around Berlin.

The 14th annual event saw Norwegian seafood products promoted to some of the most influential individuals in the restaurant industry by the team at Bray Leino.

Gareth Dunsmore, general manager marketing communications for Nissan Europe commented, “Fuse Sport + Entertainment and TRO have worked very closely with us to help us to establish Nissan as a key member of the UEFA team.” Full story: www.fieldmarketing.com

As part of the late night shopping activities in the city centre, shoppers

Nissan’s Fan Festival activation, designed and built by Fuse Sport + Entertainment and TRO, both part of the Omnicom group of agencies, featured unique and exciting activities that fans can engage with. As Nissan’s fleet of Zero Emission Vehicles will help ‘Electrify Berlin’, fans will be challenged to show their skills and energy to help transport the UEFA Champions

T-rex tours London

On June 2nd, early morning commuters were amazed to see a 30 foot long T.rex, strapped to a flatbed truck making its way around London Bearing a giant toe tag and only partially covered by blood-soaked sheets, the drooling prehistoric beast stunned thousands of witnesses as it took a scenic route through the busy streets, with only rush hour standing between the dinosaur and its dissection. Causing intrigue from the streets of Brixton, through Central

London and passing the Houses of Parliament, Trafalgar Square, London Bridge and Buckingham Palace along the way, the T. rex triggered mass speculation on social media all morning before National Geographic Channel revealed it was a stunt to promote the broadcast of two-hour special T.rex Autopsy on Sunday evening at 8pm Sketch Events was behind the activation with ongoing PR support by Premier communications.. Full story: www. fieldmarketing.com

second appointment is Two Wins for Purity Purity’s working alongside Sheffield-based

Brand experience agency, Purity, has branding agency, We Are, delivering a announced two new campaign wins national tour for safety brand Arco that launches later this month. both of which went live in June. Commenting, Purity MD, Rob Quinn The first is with new dairy drink said, “We are delighted to have been brand, Upbeat. Purity are appointed to work on both these supporting their activation at Race campaigns and are looking forward For Life events, driving awareness to an eventful summer.” and trial for this fast growing brand Full story: www.fieldmarketing.com over June and July.

IV BRAND X Summer 2015

Norway's premium seafood species at the event. The partnership with The World's 50 Best Restaurants, incorporated branding and exhibition activity, live social media coverage and pre and post event activation.

Bray Leino director of activation Fiona Beauchamp said: "Influencer marketing has been a key pillar of our strategy to build the profile of Norwegian seafood in the UK and this project called for key specialisms from The Norwegian Seafood Council (NSC) across the Bray Leino group. was there to promote some of Full story: www.fieldmarketing.com

Jurassic stunt at The Bridges Jurassic World hit cinemas around the country on June 11 and to coincide with the film release Sunderland welcomed a dinosaur of its own.

came face to face with Tiny the Stegosaurus, a 3.5 metre long, part animatronic creature. Tiny interacted with shoppers as part of a number of natural history shows that took place at the Bridges. Full story: www.fieldmarketing.com

Ikea launch Breakfast in Bed Café Ikea and agency Hope and Glory, opened the doors of The Ikea Breakfast in Bed Café –a concept eatery where tables are replaced with beds to stimulate a breakfast in bed revolution.

fresh juice and an array of traditional Swedish treats. Completely free of charge - patrons could book a bed between 7am and 12pm and relax in a single or double bed where they were served by specially trained waiting staff and sleep specialists.

A survey of 2,000 Brits found that 50% have never had the pleasure of breakfast in bed, sparking the Myriam Ruffo, head of bedrooms and Swedish retailer to inspire a change in bathrooms at Ikea, said: how The British start their days “At Ikea we believe that the delight Open between 7am and 3pm from of having breakfast in bed shouldn’t 18-20 May, the Shoreditch based just be reserved for those special concept café was created as a occasions and should be something celebration of the sheer joy of having that makes everyday wonderful”. breakfast in bed - serving toast, tea, Full story: www.fieldmarketing.com

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Taken calling to dads

phone booth, created by Sketch Events , installed on Neal Street in Covent Garden, giving Londoners A pop-up phone booth appeared in the opportunity to call their dads Central London on June 16th to give passers-by the chance to reconnect their for free and make plans for Father’s Day, with the chance to instantly fathers, inspired by the nation’s win thousands of pounds worth of favourite fictional father Bryan Mills prizes inspired by Taken 3. (Liam Neeson). Full story: www.fieldmarketing. Agency Premier were behind the com activation, which saw an American style

Sennheiser appoints Twogether

Sennheiser Communications has appointed Twogether as its first dedicated channel marketing agency.

Twogether will handle a range of marketing activity designed to refresh

TransferWise exhibits Banker Holiday On May bank holiday Monday, holiday makers were taken by surprise at Brighton beach as bankers celebrated their day off in 'true banker style'. Havoc ensued with locals at the receiving end of banker's pranks.

Campari exhibits its arty side Campari celebrated its 150-year heritage with the Shoreditch Red Night District, a new campaign that encourages consumers to explore the brand's history through art and cocktails. Brand experience agency The Field lead on planning, creative and execution. From Saturday 16 May through to 10 June, two of East London’s most popular venues – the Hoxton Gallery and Dreambags JaguarShoes – were transformed into Campari brand experiences that showcased the rich heritage of the brand. Together with other partnerships and street art Campari painted the top of Shoreditch High Street RED for a month.

The Color Run launched in January of 2012. With over 1.5 million runners participating in 2013 and over 2 million in 2014, The Color Run now claims to be the single largest event series on the planet. As the official beverage and snack partner, Ocean Spray will be integral

VI BRAND X Summer 2015

The scene, staged by TransferWise and created by House of Experience was aimed at highlighting the greed in

foreign currency exchanges. TransferWise and House of Experience previously combined forces to take commuters by surprise on April 30th as pyjama clad sleepers were tucked up in beds outside the Royal Exchange. Alarm clocks rang throughout the city as the sleepers called on consumers to wake up to hidden fees in foreign exchange. Full story: www.fieldmarketing.com

RPM riding high With Sky Ride Creative marketing agency, RPM has teamed up with Sky and British Cycling for the seventh consecutive year to deliver their annual series of Sky Ride events. It exhibited work of artists including Hohenstein, Ugo Mochi and Leonetto Cappiello among others; in a contemporary East London street setting. Signature Campari and tonic cocktails were available for guests to sample as they explore the exhibition, followed by one of three Negroni serves, which have been selected from Campari’s global compendium. Full story: www.fieldmarketing.com

Ocean Spray gets set Color The Color Run also known as the ‘Happiest 5k on the Planet’, is a fivekilometre, un-timed race in which thousands of participants are doused from head to toe in different colours at each kilometre. The fun continues at the finish line with a gigantic “Color Festival.”

Sennheiser’s channel comms and add a creative twist to all its messaging. This will include email programmes, portal creation and interactive event programmes. Full story: www.fieldmarketing.com

to the success of the events, owning one of the colour zones with its signature cranberry hue and having a significant brand presence at the Event Village, Start and Finish Areas and the Festival Stage. The company will be actively driving consumer engagement through official social media channels, as well as sampling a range of its cranberrybased drinks and snacks. London-based marketing agency Toucan will be creating Ocean Spray’s experiential activity surrounding The Color Run partnership. Full story: www.fieldmarketing.com

As a result of their combined efforts, over 1.7 million more people are now cycling regularly. Since the inception of Sky Ride, RPM have helped to deliver 82 Sky Ride events, attracting a massive 858,000 participants.

Sky Ride sees Sky and British Cycling working with local authorities to open up the streets of their towns and cities to cyclists for a day, creating a rare opportunity for thousands of cyclists to take in the iconic parts of their hometown on traffic-free streets.

Sky Ride Ambassador Sir Chris Hoy said: ‘Sky Rides close towns and cities for big bike events so you can ride safely on traffic-free streets, with a huge festival atmosphere and loads to This year Sky and British Cycling hope to see 110,000 participants attend 15 do both on and off the bike. They are great fun and a great way to get on events around the UK, starting in Plymouth on Sunday 31st May and the your bike.’ Full story: www.fieldmarketing.com last in Coventry on Sunday 27th September.

Epson's top resellers at Old Trafford 12 teams of Epson resellers across the globe came together for a legendary weekend of football, Manchester United Legends and festivities at Manchester United’s Old Trafford stadium. Epson resellers from around the world were brought together to take part in the Epson World Cup football tournament, and to celebrate their sales success with Epson’s Workforce Pro RIPS (Replaceable Ink Pack System) business inkjet printer range. The UK and Ireland team consisted of RIPS channel partners including ASL, Bytek, In-Doc, Ingram Micro UK Ltd, Misco UK Ltd, Printware and Scan DB. The event, which took place at Manchester

United’s Old Trafford home, fell on the same weekend that Epson and Manchester United announced an extension of their existing global partnership. Epson’s guests were treated to a busy weekend, starting with a special dinner at Old Trafford, hosted by BBC 5 Live presenter Georgie Ainslie and renowned Manchester United stadium announcer Alan Keegan, who were joined on stage by Manchester United manager Louis van Gaal and assistant manager Ryan Giggs. Manchester United Legend and 1968 European Cup winner Denis Law was also in attendance. Full story: www.fieldmarketing.com

Airbnb's floating house sets sail A fully functioning floating house set sail down the Thames to celebrate new rules that mean that Londoners, like the rest of the UK, can earn extra money by sharing their homes through sites like Airbnb.

was built by production company Star Events over the past four months.

The Floating House has two bedrooms, a living room, working bathroom and a garden complete with real grass, a doghouse and an apple tree. Sitting at an imposing eight metres tall and weighing in at 70 tonnes, the structure

The house held community events and overnight stays throughout its week on the Thames before one lucky winner and three guests, stayed overnight on Friday 22nd May.

Agency Hope and Glory supported the in-house PR and marketing team on the project

James McClure, UK country manager commented: "The Floating House is the ultimate celebration of home sharing.” Full story: www.fieldmarketing.com

Old El Paso celebrates Cinco De Mayo Old El Paso and UM London celebrated Ogilvy social, whilst Reprise, UM’s ‘Cinco De Mayo’ (the Fifth of May) at specialised search agency handled PPC London’s Victoria Station. UM worked for the launch. closely with Posterscope to mark the Lauren Hertzenberg popular Mexican from UM London, said: celebration day with a live “The Old El Paso cooking demonstration audience are constantly using Old El Paso products, seeking food inspiration featuring celebrity chef, online and our easy-toAndy Bates. follow recipe videos on Food Network will reach The event promoted the launch of a new content customers at these key moments. We are also series of 31 recipe videos, excited to be able to featuring Andy cooking with Old El Paso products. bring our content to life in Victoria Station with Andy on Cinco Produced by UM Studios, the series was hosted on online channel Food De Mayo, to inspire commuters to make tasty, Mexican-inspired dishes for Network. themselves.” UM London promoted the series via Full story: www.fieldmarketing.com social media, working closely with

Firestone’s headline act in Hamburg

A host of retailers were invited to try out the new Firestone Multiseason tyre in Hamburg, before swapping motoring activities for music acts at the Hurricane Festival in Hamburg.

Wean day The world’s biggest wean gathering was an event created by Mischief PR for Ella’s Kitchen With more than 150 babies in attendance, 350 pouches of organic meals tried and tasted and over 30 different fruit and vegetable tastes experienced by eager taste buds, ‘the BIG wean’ took place at Kew’s Royal Botanic Gardens.

taste sensory properties of food increases little one’s willingness to consume healthy food and that the five senses are key to developing healthy eating habits that will last a lifetime.

With dedicated sensory play areas available to explore, ‘wean-agers’ could fully immerse themselves in the world of fruit and veg, supporting Ella’s Kitchen’s belief that exploring new vegetables with all the senses outside of mealtimes means that little ones are more Hosted by organic children’s food likely to become good eaters as they company, Ella’s Kitchen, the event grow up. A team of weaning experts celebrated one of babies’ most were also on hand at ‘the BIG wean’ important milestones – trying new foods and tastes for the very first time. to offer parents a helping hand and to provide a wealth of support and The event was designed around top tips with additional staff from research undertaken by Ella’s Kitchen, Kru Live on site. which reveals that exposure to nonFull story: www.fieldmarketing.com

Firestone is reaching out to a youngat-heart target audience through its Access All Areas music tour, which represents an original sponsorship programme with a laidback feel for major festivals across Europe.

the wet braking performance of the tyre at a specially created route at a nearby airfield. To underline the point that the Multiseason is an all-round performer to contend with, drivers could get to grips with the handling of the tyre through an innovative football challenge, featuring giant inflatable ball and three strategically placed goals.

The Multiseason opens up a new segment for Firestone and is made for Interspersed between Florence and the drivers who enjoy the pleasure of the road but live in mild weather areas, Machine and George Ezra were a number of driving experiences around which may face unpredictable weather conditions. Hamburg to accentuate the positives of the new Firestone Multiseason tyre. In the UK, Firestone will be making its mark at the Reading Festival, from Guests were treated to a spot of winter driving on the snow, courtesy of August 28 to 30. a specially created track inside a Full story: www.fieldmarketing.com snowdome, before they appreciated

Nespresso events produced by Wasserman Experience Nespresso is in the midst of a brand experience campaign, promoting the Nespresso Club to consumers at key events across the UK and Ireland. The ‘Connoisseur Club Experience’ is being used by Nespresso to re-affirm the brands quality coffee credentials and to encourage brand consideration to those who are not already customers. Wasserman Experience has produced the activity.

The tour visits four locations across Britain and Ireland. The events have been handpicked by Nespresso , targeting established high footfall events including the BMW PGA Championship in May; Taste of Dublin in June; Henley Royal Regatta at the beginning of July and Festival No.6 in Portmeirion, Wales (3rd-6th September) Full story: www.fieldmarketing.com

BRAND X Summer 2015 VII

Recently seen at intu...

Shopping & Travelling Some recent campaigns have turned some old rules upside down with commuter campaigns for shoppers and dwell time experiences for train passengers. BX took a look at the blurring of boundaries. #MorningCheats is a campaign which would once have had ‘commuter’ stamped all over it. It looks for all the world like a product that you would want to rush into the eager hands of workers too busy to stop for breakfast. But it isn’t. It is a shopping centre campaign.

Norwegian Cruise Lines took to the Main Stage at intu Trafford Centre on Saturday 25th April. They ran 3 one hour performances throughout the day which showcased the entertainment on board the Norwegian Cruise Line Ships. NCL also took to the promotion to intu Braehead and intu Metrocentre.

Weetabix On The Go, the new breakfast drink, is showing people across Britain how to make the most of their mornings with a new social media and experiential campaign, #MorningCheats. The campaign, co-created by The Marketing Store, Frank PR and Cake, features tongue-in-cheek online animated videos depicting ‘life hack’ style tips for the morning, such as how to beat your flatmates to the shower and how to get the best spot on the tube. The visual tips also evoke travel. They are in the style of airplane safety cards and are posted across the brand’s social media channels including Twitter and Facebook. Vine star Ben Phillips will also be making and sharing his interpretations of #MorningCheats to his social media following. People are invited to share their own ‘cheats’ to their morning problems using the hashtag #MorningCheats. At the end of the campaign, Ben will be choosing the most inventive and entertaining #MorningCheats to win a trip to New York, for two people, where winners will be treated to the ‘ultimate morning’ each day.

Clinique ran a promotion at intu Trafford Centre, Manchester on 16th & 17th May. Clinique brand ambassadors applied lip stick to centre guests and then was asked to use the photo booth and share images on social media. It was for the launch of the new lipstick PopLip. Agencies involved were Ambient, Talon, M2M and Stack

Kenco launched their new blend of Millicano Dark Roast coffee at intu Lakeside in June, with this fantastic pop-up sampling station. Arc London organised this event which allowed customers to voluntarily support Kenco’s Coffee vs Gangs project

Nina Ricci’s fragrance house visited intu Trafford Centre in May to showcase the new Les Delices de Nina perfume. Customers enjoyed a range of candy themed experiences from fragrance John Lewis’s Find Your Summer discovery to beauty treatments, a campaign visited intu Victoria Centre successful promotion created by Havas over May bank holiday weekend to Media and psLIVE. showcase their latest technology. PrettyGreen produced an interactive stand which encouraged customers to IEenquiries@intu.co.uk experiment with products available in www.intugroup.co.uk store and share images from the giff @intugroup photo booth.

VIII BRAND X Summer 2015

It is, in all likelihood, this online and mobile advocacy that has seen budget swap from mass sampling to digital in support of a live campaign that encourages dwell time and allows in depth campaign consideration. Whilst stations can offer dwell time too, the unrushed creative of the experiential stand’s engagement does at least make shopping centres a valid choice for effective communication of the core campaign values. Starting at Westfield in Shepherds Bush the stands do offer free samples of all four flavours of Weetabix On The Go - chocolate, strawberry, vanilla and banana – alongside a chance to get close to the brand and its values. The samples are an indulgent full bottle reward for participants. Comprising three areas, shoppers can sample from the rotating breakfast bar and then engage with social channels and the brand’s #MorningCheats in the social pod. There is also be the chance to experience the ultimate morning cheat; skipping the commute and free running to work via a digital interactive experience. Cont. page X

Big spaces, big ideas Reach over 1 million customers every day intu Braehead

350,000 weekly footfall* 51% ABC1, 76% female Largest promo space: 10m x 9m

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

intu Metrocentre

500,000 weekly footfall* 53% ABC1, 73% female Largest promo space: 16m x 13m

intu Victoria Centre

465,000 weekly footfall* 53% ABC1, 74% female Largest promo space: 16m x 10m

intu Trafford Centre

600,000 weekly footfall* 66% ABC1, 79% female Largest promo space: 13m x 5m

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

intu Potteries 240,000 weekly footfall* 51% ABC1, 75% female Largest promo space: 6m x 5m

intu Derby

465,000 weekly footfall* 54% ABC1, 63% female Largest promo space: 10m x 9m

intu Merry Hill

450,000 weekly footfall* 53% ABC1, 61% female Largest promo space: 22m x 12m intu Milton Keynes 330,000 weekly footfall* 71% ABC1, 76% female Largest promo space: 8m x 5m

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

intu Lakeside

500,000 weekly footfall* 56% ABC1, 76% female Largest promo space: 18m x 13m

intu Bromley

350,000 weekly footfall* 69% ABC1, 81% female Largest promo space: 10m x 7m

intu Watford

intu Uxbridge

350,000 weekly footfall* 71% ABC1, 68% female Largest promo space: 12.5m x 5m

250,000 weekly footfall* 58% ABC1, 82% female Largest promo space: 4m x 4m

020 7887 7046

IEEnquiries@intu.co.uk www.intugroup.co.uk Estimated weekly footfall

intu FMBE ad_A4_v2.indd 1

20/03/2015 16:30

Venue providers and enablers are more and more focussed on the consumer or visitor experience and the best of these are providing a platform for game changing brand experiences. The visitor experience at Waterloo has much more appeal than it used to have, with good use of space. The afternoon I visited Jurassic World there was plenty of time for brand ambassadors to banter with passengers and pose for photographs. Nattily dressed top hat travellers to Royal Ascot mingled with the dinosaurs and posed for fearsome pictures.

Home at intu In contrast to Jurassic World, in the spring, Dreamworks invested heavily in the shopping centre space following intu’s investment in provision of a national platform for immersive brand experiences. shopping centres selected for the tour were >The Manchester Arndale, the Bullring in Birmingham, Westfield White City in London, Bluewater, Kent and Whitgift Centre, Croydon. Richard Lawrence, head of brand at Weetabix said: "The experiential activation that TMS have built, creates fantastic levels of interaction and engagement with the Weetabix On The Go brand. Our audience can sample one of the four flavours from our revolving breakfast bar, take away a chilled full bottle sample from one of the team or perfect their free running technique on the Oculus Rift station. The striking stand design, illuminated edging and screens really create cut-through in the shopping centres and draw in the crowds."

Jurassic World at Waterloo After a breakfast product for shoppers came a film launch for train passengers. Shopping centres with their expanding leisure remit have seen a few film promotions and yet the biggest film launch of the year saw Universal Pictures select Waterloo station for a major takeover as the box office smash prepared to hit town. Again dwell time was a factor in the venue selection – although not exclusively. Waterloo was chosen for the multiplicity of its reach and changing audience pattern through the day. As with Weetabix On the Go, digital and mobile communications had a central role to play. Universal Pictures deployed a world-first Out-of-Home campaign with JCDecaux, by transforming London Waterloo into the Jurassic World theme park in the lead-up to the Film's release. The one-of-a-kind campaign dominated every outdoor advertising location in the key commuter hub and included a range of premium media firsts. Waterloo commuters in the peak-hour tunnel ‘immersion zone’ were the first to experience ambient sounds (a media first) in combination with immersive visuals as they walk through scenes, such as: raptors in a jungle, a creek with a canoe and a prehistoric underwater show. In a global media first, the campaign also brought audio to Digital Out-of-Home screens with Beakle – JCDecaux and Bartle Bogle Hegarty’s new audio synchronisation product. The public could connect to the sound content with their smartphones via a URL Beakle landing page, that was displayed on the digital screens. Commuters waiting for their trains had the opportunity to watch and listen to the Jurassic World featurettes being displayed on Transvision screens, located by the departure boards. This technology was also used to deliver the audio guide for the dinosaur museum gallery located on the mezzanine level. Utilising the experiential spaces on the concourse,

X BRAND X Summer 2015

identical, life-size 3D models of the film's raptors: Blue, Delta, Echo and Charlie, formed an impressive centrepiece that projected sounds. As part of a teaser campaign, an unbranded, giant, metal crate was deployed on the station concourse the weekend leading to the launch, which engaged audiences with ominous noises. In a separate experiential element, a retail unit on the concourse invited commuters to buy associated merchandise and Jurassic World Odeon tickets. In another media first, vinyl wraps framed Motion@ Waterloo – the UK’s largest indoor advertising screen making the high-impact space stretch to a spectacular 53.5m x 3.5m. The giant screen displayed Jurassic World trailer footage and a dynamic Twitter feed that deployed tweets that include the hashtag: #JurassicWaterloo. Announcements welcomed commuters arriving by train to Jurassic World Waterloo, whilst banners and floor media immersed the station in Jurassic World branding. Karen Charalambous, Universal Pictures’ UK marketing director, said: “We wanted to deliver a truly unique outdoor campaign that would bring Jurassic World to life for everyone, creating excitement whilst driving anticipation and ticket sales for the film’s release. Working in partnership with JCDecaux enabled us to capitalise on the multitude of innovative and state-ofthe-art digital outdoor advertising platforms allowing us to have continual OOH presence with Jurassic World during our campaign as well as providing the nation’s busiest rail station with a truly immersive and one-of-a-kind experience that could be enjoyed by all.” The campaign, planned and booked by MediaCom and Kinetic and staffed by Blackjack was able to make use of so many touchpoints and have such multi-sensory appeal because JCDecauxLive has delivered such innovation at the station.

All 15 intu shopping centres across the UK were active in the launch of a brand immersion campaign seen by millions of families in a nationwide experiential promotion for the family animation movie. It was the first time the promotion of a new movie has included a group of UK shopping centres for a single, national campaign. Anticipating the tour, Roger Binks, customer experience director at intu, said: “With over a million visitors to our centres each day, the film will have major market penetration ahead of its launch in cinemas.” The brand immersion campaign embraced ambient media, workshops and experiences aimed at children of different ages, and personal appearances from the film’s leading character. In keeping with intu’s strategy to create the UK’s most digitally connected shopping centres, the campaign incorporated a significant multi-channel presence. As well as on-line competitions and social media, the film was promoted through a home page advertising takeover of the intu.co.uk transactional website. A trailer of the movie ran when any of the 1.8m registered users log onto the free Wi-Fi in any of the intu centres. Venue innovations often focus on how best to harness brands to improve the experience of the venue as a whole.

Westfield and Whirlpool get cooking Westfield has brokered a year-long partnership with Whirlpool to launch the ‘Main Ingredient’, a series of live cooking demonstrations at Westfield Stratford City’s fully-functioning show kitchen, the Great Eastern Kitchen. Launched on Saturday 30th May, British chef and Whirlpool brand ambassador Adam Byatt hosted a live cooking demonstration for Westfield shoppers. Recent research Westfield carried out revealed that

over 50% of customers want to come home from a shopping trip with ideas about what to buy, wear, watch and eat. Retail spaces are the new art galleries, lifting our mood and stimulating our senses and providing inspiration. The partnership will provide this inspiration while engaging shoppers in a schedule of live demonstrations, cooking challenges and opportunities for social sharing and interaction. Visitors will have the opportunity to capture their own food exploits on Twitter and Instagram and then receive an instant printout of their images if tagged with the chosen campaign hashtag – #whirlpoolchef. They will also be able to create video content that will be branded with the Whirlpool logo and instantly uploaded to Facebook. The initiative aims to enhance and amplify the messaging of the campaign and the Whirlpool brand via social and ultimately encourage returning visitors to the live exhibition at Westfield. Westfield worked with Whirlpool’s creative agency Breed to understand the functionality and customer reach of the Great Eastern Kitchen space to ensure a successful and effective brand experience. The Great Eastern Market is a strong footfall area nestled between the international station and key anchor John Lewis – a popular location for brand activations. Myf Ryan, Westfield director comments: “With 81% of shoppers consuming at least one coffee, snack or meal while out shopping, food is playing an even bigger part in the shopping experience at our centres. Westfield is delighted to partner with Whirlpool to create a year-long schedule of cooking demonstrations, activations and social engagement to indulge our shoppers ‘and food aficionados’ love of all things culinary at Westfield Stratford City. The partnership will be a wonderful addition to the everevolving spaces and events that take place within the Great Eastern Market.”

Dyson airs at Bluewater

the V6 range using the hashtag #V6Roadshow.

In May Dyson opened an industry first in-mall experiential pop-up on the Lower Guildhall at Bluewater. The pop-up showcased Dyson’s new V6 cordless vacuum cleaner range, the first range of cordless vacuum cleaners with the same performance as a mains powered vacuum cleaner.

Commenting on the pop-up, Sharon Smith, Bluewater’s Commercial Partnerships Manager, said: “Dyson adds something unique and highly interactive to the guest experience at Bluewater, with the in-mall experiential pop-up bringing to life the Dyson V6 range with a real sense of theatre. Already proving a hit with guests, this type of pop-up is typical of our approach of providing something surprising and memorable for guests on every visit to Bluewater.

Following an investment of over £250m, Dyson’s own motor sits at the core of all the new cordless vacuums. It provides more suction than any other stick vacuum in a nimble format meaning it can clean the car, the carpet, the ceiling and everything in between. The brand chose Bluewater as a venue to pop up in with a technology showcase. Beyond the research and development labs, the team look to find new and exciting ways of bringing their technology to life. The focus of the Bluewater in-mall experiential pop-up was to showcase the technology in a hands-on environment where testing is encouraged. The pop-up consisted of a home-themed trial area, with four spaces from the home: a kitchen, living room, children’s room and garage. The home-themed spaces included different types of flooring and related furniture props to demonstrate the different features of the V6 range. The pop-up also had an Instagram printer and iPad station, installed for guests to quickly and easily engage with a social media competition to win one of

“This activity also highlights once again Bluewater’s position as the first choice for brands seeking to create something quite unique.” Candice Williams, from Dyson added: “We want people to get their hands on Dyson technology and see the benefits for themselves. The space is based around our drive to get people to test, try and explore our technology. Seeing is believing.” For each of these innovative campaigns the common link is brand immersion and digital support. More immersive experiences dovetail with ongoing online conversations to make the visitor experience paramount whether motivated by shopping, leisure or travel.

Marketing manager of Whirlpool Jennifer Spragg comments: “We are excited to have entered a yearlong partnership with Westfield and to see ‘Main Ingredient’ come to life in-centre, especially with our brand ambassador, chef Adam Byatt on-board. Our creative agency, Breed has worked with us and Westfield to activate the Great Eastern Kitchen and we feel we’re confident of hosting a schedule of enjoyable and sharable live events.” See Second Opinion: Secrets in travel retail, page 42

Opinion: Blended Marketing Thoughts from experiential venue provider, SpaceandPeople At SpaceandPeople we enjoy hearing about brands and agencies that find new ways to interact with their customers. This month we’re excited about Blended Marketing, and we’ve done our own research around this new buzzword. We are predicting a new wave of blended marketing campaigns, which maximize experiential activity with sampling opportunities, specifically in train stations. We are champions of this approach because it helps brands target a wider range of customer groups in an effective way and allows greater creativity across customer touch points. We already know that train stations are effective places for sampling activity but it can be difficult when trying to combine this with an experience. St Pancras International is changing that. The station leads the way in creating a destination station, where the average dwell time for commuters and travellers is significantly higher than its counterpart stations. This blended marketing approach is mutually beneficial to both St Pancras International and the brands. People visit the station as part of the experience and already many brands have capitalised on PR activity within the venue.

Hennessey nailed it with their time barrel in St Pancras International, on which they invited visitors to record a message for future generations in their custom built video booth. Very cleverly, this was tied into experiential activity including cognac blending workshops, competitions and Hennessy Crusta cocktails for a special price at the nearby St Pancras Renaissance Hotel. Coupled with a micro site allowing customers to upload their own messages in their own time, and great coverage on social channels with their hashtag #timebarrel, this really was blended marketing at its best. Building on this success, Grand Central Birmingham will be the biggest venue to open this year, offering the next evolution of blended marketing opportunities. Opening in September, this iconic venue incorporates a premium retail destination, anchored by John Lewis, with a new world-class railway station. Fully integrated with the regenerated New Street Station, the busiest regional transport interchange in the UK, Grand Central provides the complete package to brands to get creative with their campaigns. Grand Central has an anticipated footfall of 50 million, and a catchment population of over 290,000 households in the top 10 target John Lewis shopper groups, making it an ideal venue to target the discerning, fashion-conscious consumer.

BRAND X Summer 2015 XI

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THE IPM COGS STAFFING SUPPLIER & EXPERIENTIAL SUPPLIER OF THE YEAR 2013 CONTACT US TO DISCOVER HOW OUR EXPERIENCE CAN ENHANCE YOUR EXPERIENCE AT FMBE@KREATE.CO.UK CorporateAd_V1_Main.indd 1

18/08/2014 09:29:31

Opinion: Effective

Brand Marketing at Live Events By Sean Doyle, head of creative services, Concerto Live In this digital age, where virtual communications reign, it’s increasingly common to feel oddly disconnected. People crave real engagement and this is a feeling clever brands and their marketing teams are tuning in to. Success is no longer measured by who can shout the loudest, or who has the biggest ad spend, but by who can create the most meaningful connections with consumers and experiences for their customers. increasingly doing so with live events. And with good reason too. Storytelling is at the heart of all marketing but In its recent report, Content where experiential events trump traditional Marketing in the UK 2015: methods such as PR and advertising is their powerful ability to immerse, engage and involve Benchmarks, Budgets & Trends, the Content Marketing Institute real people in those brand stories. An (CMI) found that In-person experience has more impact than exposure. events were considered the most Let’s Face Facts effective marketing tactic, Like Shakira’s hips, the stats don’t lie. Last year’s topping the poll with 72% of the vote. To put that in context, EventTrack report by the Event Marketing events were considered more Institute showed that event marketing is now outpacing all other forms of marketing, with 59% effective than nine other key of brands launching products with events in 2014 marketing tactics including video, e-newsletters, case studies, and (up 11% on 2012 figures). The report also predicts that event marketing budgets will grow even the golden child of 21st century marketing, social media by more than 5% this year. The significant increase in experiential events over the last few years tells us all we need to know. Brands looking to make an impact are

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engaged. This isn’t new news. In 2005, Martin Lindstrom’s book, BRANDsense put forward the idea that the more senses a brand can engage, the more loyal its customers will be. In the past decade, brands big and small have been vying for a larger slice of consumers’ ever-decreasing attention spans through the use of multisensory experiences. From Johnnie Walker and Harris Tweed’s collaboration to make a whisky scented fabric to Heston Blumenthal’s famed Sound of the Sea dish, with an accompanying iPod playing the sound of crashing waves, marketing innovators have been driven to engage all five senses – sight, sound, smell, taste and touch. Experiential events create multisensory experiences, stimulating the senses. They create real engagement through the ability to make people feel something about a brand, rather than being told what they should think. Live events break down barriers between brands and people, creating real and memorable experiences. So, in today’s business landscape, events are an increasingly important part of the marketing mix. From experiential roadshows to stunts, popups to product launches, conferences, social events and exciting brand activations, live events create genuine buzz, engagement and excitement about brands. Quality Content The CMI’s trends report also shows that creating engaging content is the top challenge for marketers, with over half (51%) citing content creation as their main challenge. Content is king in an age where six in ten UK adults now use a smartphone and 300 hours of video are uploaded to YouTube every minute. When facing the content creation conundrum, marketers are increasingly turning to events, as they create a platform to create great

and engaging content, both during and after an event. Share and Share Alike Depending on its scale, an event may only host a few hundred to a few thousand people but with the advent of social media, the potential reach is much, much higher. When executed well, experiential events turn attendees into virtual megaphones, helping to amplify a brand’s message through sharing of content on social media. Striking visuals and engaging entertainment at events create desirable photo opportunities, which can transform a physical event audience of thousands into a virtual audience of millions. When people are engaged at events, they become brand advocates, sharing positive messages amongst their social networks and creating valuable word of mouth endorsements that often, money just can’t buy. Recently published research by the Event Marketing Institute revealed that the average social media impressions per event are nearly 1.4m, and for companies with over US$500m in revenue, the average increased to 1.8m impressions per event. The Age of Big Data Events aren’t just about boosting profile, awareness and engagement (though that’s a massive part of it, for sure). They also provide a chance to engage with customers and capture the real currency for 21st century brands: data. Live events help generate lots of quality intel; helping brands to get to know their customers much more intimately. Sampling opinion from attendees helps brands gain a real insight into the attitudes, opinions and needs of their customers. Long after the event is over, brands can reap the rewards, creating sales and marketing strategies and customised activations and activity based on real-life people, not imagined and faceless demographics.

Interview: Synergy Harriet Cramer pit the questions to Has Synergy seen through any Lisa Parfitt, director of experiential, breakthrough moments in the last Synergy Sponsorship 12 months? What excites you about going to work each day? Why?

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Kicking off 2015 by winning Emirates’ Rugby World Cup 2015 PR and activation was a great way to start the year and continued our pitch success from 2014 when we won Canterbury and Aviva. What have been the main achievements?

Summer 2015

winning the Sports Industry Award > Nofor doubt Best Sports Agency has to be the

more innovation and effective campaigns.

What lies ahead?

We have a well-established digital team now which is allowing us deliver much more integrated, ‘of the moment’ campaigns with substantially greater reach and awareness. Digital sits at the heart of everything we do now from experiential to PR.

More projects and market-leading clients. We have heavily invested in our creative output and our team is committed to deliver ever

Immediately ahead we have our sights set firmly of the RWC 2015 but already we are planning for Rio 2016.

breakthrough moment of 2015 so far. 2014 was our best year in our 30 year history and for the team and our clients to be rewarded with such a prestigious award was very fitting.

Agency Profile: Square in the Air Harriet Cramer put the questions to Square in the Air’s Harry Madley How did Square in the Air come about? Square in the Air (SITA) was set up by our managing director Bill Esdaile in 2006. Having worked at the spread betting firm Sporting Index for eight years, Bill saw a clear niche to provide a specialist PR service to the betting and gaming sector. In the very beginning the Field Marketing department was offered as an additional service to betting brands who were retained PR clients but now it’s a central part of our offering and is growing all the time.

In December of 2014, SITA was responsible for the staffing element of TSB’s nationwide Christmas campaign, ‘Giftmastree’. We filled over 480 staffing roles in 20 TSB branches across the country within a 3 week period. It was the largest job we had ever undertaken. It was a great success which has given us a small taste of what we can achieve in the future. What have been the main achievements?

SITA are proud to associate themselves with world class sporting events. Having recently provided all the Dress Code Assistants, at Royal Ascot, for the 3rd consecutive year it What excites you about going to work showcases that we continue to raise our each day? Why? standards at prestigious events. At the other Nine years ago, Bill had complete end of the scale, we take just as much pride in responsibility for Field Marketing, but our smaller activations where our staff might because of our steady growth year on year we be engaging with fewer individuals. To now have three full-time members of staff continue to work with some of the same taking care of the department. clients that we had in the beginning (’06) Our expansion has not only lead us to develop brings a lot of satisfaction to the team. and maintain relationships with our existing What lies ahead for your agency? clients but we’ve enjoyed diversifying Having partnered with the likes of William Hill somewhat to implement activations for (World Darts Championship), Royal London businesses outside the betting and gaming (One-Day series), CHLOE (Love Story) and sector. The variation of clientele keeps it fresh and very rewarding. As a result, not only Betway (Cheltenham Festival) in the past 12 have we kept our experienced staff but we’ve months, the SITA Marketing team are eager to continue grow both internally and externally. attracted exceptional promotional recruits We know we have the capability and resources because of the range of roles that we can to deliver a great service no matter how big or offer. small the project is. We are having some very Has your agency been through any interesting discussions at the moment about breakthrough moments in the last 12 this autumn’s Rugby World Cup and have months? already implemented plans for the start of the new football season.

Summer 2015

News Digest:

Vision Nine’s £5million investment Vision Nine, one of the UK’s leading event and festival operators, announced at the end of March that it has secured £5 million in new financing to accelerate the company’s development of new entertainment IP within lifestyle sports, arts and music markets.

Topham and Phil Murphy will focus on the management of Vision Nine’s business and the promotion of its existing live events and festivals. Adam Driscoll, Co-CEO at Vision Nine commented:

“The live entertainment sector is in an exciting phase of The company will use the funding development. The boom in live to create brand new festivals, music has led to audiences tours and shows. The funding seeking ever more engagement initiative, led by Ingenious, will with live experiences. This new also be used to expand the funding will allow us to take our IP company’s growing events portfolio into international markets, as well and to accelerate the expansion of as helping us to capitalize on the owned IP events internationally. many opportunities that are Ingenious has been appointed as available to us. We are aiming to Vision Nine’s adviser - providing deliver substantial growth in the strategic input to help deliver the next few years.” company’s future growth. Julian Topham, Co-CEO of Vision Former MAMA Group founders Nine added: Adam Driscoll and Philip Murphy will lead the expansion alongside “Creativity is key in today’s live Vision Nine founders and directors entertainment sector and Vision Nine has proven adept at curating Julian and Andrew Topham. Paul events that connect with an Bedford, from Ingenious, has joined the board as Group Finance audience’s passions. Alongside our existing events we are developing Director. These five Vision Nine new entertainment brands with Group directors have extensive significant opportunity for growth. experience in the creation, development and operation of live We are aiming to launch two new ventures shortly that we believe events and festivals and turning will be groundbreaking formats.” them into globally recognised entertainment brands. Paul Bedford, Senior Investment The company aims to capitalise on Director at Ingenious, said: the growing demand for lifestyle “At Ingenious, our Live Events focused live events that deliver team has invested over £100 experiences built around audience million into the live sector on passions. behalf of our clients. Vision Nine Vision Nine has had strong success represents a very exciting in marrying lifestyle passions with opportunity for investors - a great brand and an impressive team with live event experiences. The massive potential. We are company founded and operates delighted to add our proven Boardmasters, the world’s only experience of structuring, surf, skate and music festival. It also owns action sport and music promoting and managing investment opportunities across festival NASS together with snow sport and music event The Freeze the entertainment industry.” Festival. Vision Nine also promotes Speaking to Field Marketing theatrical productions and touring magazine, co-CEO Julian Topham shows and, in association with BBC was especially looking forward to Worldwide, is staging the first ever this month’s NASS Festival UK shows of the Doctor Who (reviewed in depth next issue). He Symphonic Spectacular in arenas comments, “We have put a lot of across the country. resource behind our NASS Festival this year, the festival is the The company also manages and delivers events on behalf of world- embodiment of alternative youth culture, incorporating everything renowned brands including Coca from rock to dub step combined Cola, Microsoft, Vans, EE and with the biggest skate and BMX Adidas. comps in Europe - I believe there Co-CEOs Julian Topham and Adam are great things ahead for NASS so Driscoll will focus on the am looking forward to seeing it development and financing of new step up a gear this summer.” entertainment properties, whilst joint Managing Directors Andrew

Broadwick Live lines up FMBE magazine tuned into Broadwick Live and its high voltage brand appeal

Entertainment agency and festival organiser Broadwick Live has created award winning travel and music events. The business, which has recently secured investment from Global Entertainment has accolades for its festivals including a best line up Festival Award for its critically acclaimed Festival No.6, a beautifully curated event in the iconic private village of Portmeirion, Wales that was headlined by Beck, London Grammar and The Pet Shop Boys in 2014. With this expertise and with excellent brand experiences at its ski and music festival Snowbombing it was a go to agency when Bacardi wanted to pull off an extraordinary brand experience hosting 1800 VIPS in the Caribbean.

Bacardi Triangle What was the most challenging part of the event to co-ordinate? Bradley Thompson, Director, Broadwick Live: We were briefed to come up with a big idea to deliver global impact for Bacardi, forcing massive reappraisal of the brand internationally. That is a huge challenge in itself. We knew a traditional campaign would not deliver the level of engagement and cut-through that the brief demanded. The Bacardi Triangle was designed to go all out and engage a global audience through their shared passion for music and adventure. We pushed the boundaries of the traditional festival brand experience and transformed it into a music travel adventure. As for individual challenges, probably the toughest was the logistical and technical requirements of creating a music festival on a deserted paradise island in the Caribbean. There was no electricity, so we had to ship in all the necessary power, not to mention the staging, lighting, water and sound equipment. Plus the design was tailor-made for The Bacardi Triangle, consisting of a huge LED triangle towering over the stage along with an awesome full pyrotechnic show. Transporting over 1,800 guests to the island from the Puerto Rican hotel where they were staying was also a major challenge, involving the careful coordination of the launch and arrival of a flotilla of boats. Plus timings were very tight. This project had an incredibly short turnaround from concept sign off through to activation, and delivery was a matter of months. A less ambitious team would have walked away from the project on that basis alone, but we love a challenge and worked day and night to make it happen. How exciting was it to work with such a music-centred brand as Bacardi? Bradley Thompson, Director, Broadwick Live: It was amazing! Throughout the 1920s prohibition era,

experience, delivered through the personal fan networks of the three superstar artists (Calvin Harris, Ellie Goulding and Kendrick Lamar), who were set to perform at the event over three action-packed nights. Each performer also hosted the specially chartered flights from London, LA and New York, transporting the audience to paradise, pushing the boundaries of talent We knew we couldn’t just say we were untameable and rights acquisition and celebrity endorsement. Overall be convincing. We chose a remote and stunning island there were 1,862 guests made up of artists, seven miles out to sea from mainland Puerto Rico, influencers, VIPs, press and competition winners. right in the heart of the infamous Bermuda Triangle, tapping into one of nature’s most untameable forces, We also negotiated and managed a global syndicated broadcast partnership with Viacom that saw us on the most untameable weekend of the year, produce the content for an hour-long dedicated TV Halloween. show, which was aired through the MTV and VH1 Not many brands would have the courage to take networks into over 195 million homes globally. something on as ambitious and bold as this, but Bacardi was right behind the idea from the start as it The Bacardi Triangle audience was immersed in the experience from the outset, with airport takeovers and really brought to life the brand’s untameable branded planes. positioning in such an authentic and real way. Bacardi hosted some of the most legendary weekendlong music parties in history with people travelling from all over the US to Cuba. Almost a century on, we wanted to use this heritage to reignite that passion in the brand by rooting the activity firmly within Bacardi’s ‘Untameable since 1862’ positioning.

Of course, it certainly paid off, with the experience becoming the brand’s most successful earned media campaign ever, reaching 6.7 billion people globally, achieved with less than 10% of our reach being delivered by paid-for media. The momentum was driven by user-generated amplification, broadcast and PR off the back of the experience. We delivered genuine brand engagement.

Snowbombing

How was the event integrated with other marketing channels?

What were the key brand promotions this year?

Bradley Thompson, Director, Broadwick Live:

Alexander Bennett, Director, Broadwick Live:

An extension of the rum brand’s ‘Bacardi – Untamable since 1862’ campaign, the Bacardi Triangle multichannel branded entertainment concept kicked off with strategic talent and media partnerships and a competition for consumers to win tickets to the

The main one was for mobile operator Three, promoting its Feel At Home campaign. We are always keen to ensure are brand partnerships are well integrated into our shows for their benefit and to support the festival-goer experience. Three added to the fun of Snowbombing, delivering a series of fun backdrops across the festival for Snowbombers to create the ultimate selfie or group shot, and encouraging them to share their photos through social media. The result was an explosion of Feel At Home-themed Snowbombing photo-sharing across social channels, raising awareness of the campaign.

Broadwick Live’s Snowbombing festival in Austria has generally enjoyed good brand support. The festival is known for its creative initiatives and this year made a statement by going cashless for the first time using pre-pay RFID bracelets lined to cash accounts for party-goers.

What did the key sponsor say? Pippa Whybourne, lead comms manager at Three: “Three’s Feel at Home campaign is about making Brits ‘Feel at Home’ when they are abroad to highlight the fact that they can use their mobile as if they were at home. Snowbombing is a great alignment for our brand as it’s a cool, exciting event.” How did the cashless initiative work out? Alexander Bennett, Director, Broadwick Live: It went very well. Snowbomber’s RFID wristbands were linked to their own personalised online account, which could be charged up with cash before arriving. During the festival, festival-goers

Summer 2015

Bacardi Triangle

tapped their wristbands on scanners to buy > simply drinks, food and merchandise. The wristbands also

We were extremely happy with the technology and support our cashless partner Intellitix delivered.

acted as the official entrance ticket to the festival.

What do Snowbombing fans say about this year’s event?

This speeded up access to our venues and events, as well as purchasing, reducing queues. It also meant festival-goers didn’t have to worry about losing cash, so created a safer and more secure environment, helping make Snowbombing an even more memorable experience.

Praise ranged from: “Honestly the best festival experience I’ve ever had,” and incredibly: “It was literally the best week of my life,” to emphasising the relationship building nature of the event and the togetherness it creates: “I love how Snowbombing makes people come together. Everyone just wants to ski/board and party, so you make friends for life.”

Alexander Bennett, Director, Broadwick Live: We usually get some great comments, but they were amazing this year, which was special because we’d worked harder than ever to create an even better experience for festival goers.

It was also great that people noticed the extra effort we had put in, with comments like: “The organisation was amazing, customer services on top form.”

Interview: Kevin Jackson

Kevin Jackson, currently VP and George P Johnson has been voted the most influential person in the events industry. The week before Harriet Cramer caught up with him for FMBE he announced he’d be moving on. Here he tells us about the most recent chapter in his career

What does the future hold now you are leaving GPJ? trust can only be earned through a good relationship. GPJ for example has built and maintained great In 6 months’ time, I will be doing my own thing. It’s relationships with their clients based on mutual very exciting. We have done some amazing work at GJP admiration and trust and this gets great results. and so I’m sure that my transition out will be very Where is the events industry going and how can it smooth. go there better? So what were the highlights for you personally at As an industry we are becoming more developed but GPJ? there needs to be a standard form of measurement. One of my personal highlights of my time at GPJ is We need to be able to see results and monitor them, securing the deal with Statoil, a Norwegian oil we need to ask “what’s the challenge? How do we company. It was a great opportunity for [GPJ] to run solve it? their events all over the world. The Samsung GalaxyII Events work in the same way as any other business was a fantastic campaign too. We had famous model: objective, content, channel. We create an idea footballers, including Messi, Ronaldo and Rooney then manage the channel. However, within the industry forming a mythical team against aliens. It was great we need more hybrid thinking to develop a particular campaign. set of skills, to collect retail data for example. In our What makes a campaign great? hyper connected world, we have the ability in real time In order for an event to work you need four key to see what needs changing and have access to the elements; brand, environment, zeitgeist and audience. data to change it. We are in a society that is all about Those are the simple ingredients to make an the now, you order something online, you have it the experience work. And bravery helps! The bravest next day. We then as an industry, should be more clients get the best work because they trust you but instant. If people are tweeting about something, we

should be picking up on that and looking at the feedback and changing it right away. Audience involvement is so important and by focusing on engagement, we can make the world cater for ‘brand me’. What’s the secret to success in this industry? Energy and plenty of it! Whatever it is you are doing, people will remember the energy you bring with you and it has a positive effect on people. You must also be excited about change and be willing to embrace it! If you don’t like change you’re in the wrong industry, no matter what industry you are in.

MINI MISSIONS

Samsung #WinnerTakeEarth 2013 Event Stats: • To entice younger prospective customers, GPJ delivered an engaging consumer experience. • Using 14 Student Brand Ambassadors, a 6 week programme saw them recruit adventurers for ‘Mini Missions’

Event Stats: • GPJ created a series of high impact stunts & activations

Summer 2015

• Delivered events around the globe; London, Rio & New York.

• 120 Million twitter impressions

• Reached over 10,000 people via the social media campaign

• 30 Millions hits on YouTube

• Over 1,800 Test Drives.

Venue Spotlight: thecentre:mk Situated in the heart of Milton Keynes, thecentre:mk is one of the largest shopping centres in the country providing a wealth of commercial opportunities for retailers, brands and businesses. With over 240 stores, cafes and restaurants all under one roof, it’s anchored by John Lewis, House of Fraser, Marks & Spencer and Next.

3.1m x 2.4m to 30m x 60m and around 30 million visitors a year, thecentre:mk can help you reach your target audience. All experiential activity is positioned in high footfall strong mall locations with great retailer adjacencies offering point of purchase benefits.

The centre attracts a large proportion of wealthy With an extensive record of successful promotions, families which represents 61% of the catchment multiple promotional areas ranging in size from profile and 52% of shoppers are aged 18 to 34.

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Q1 Activity Report Quarter 2 of 2015 has seen a number of bookings for experiential marketing roadshows including food and drink as well as automotive promotions. Food and drink as always was an extremely popular sector this quarter. Following the success of its first ever experiential campaign last year, jam and conserve brand Bonne Maman announced a nine-month tour which welcomed the UK public to explore the “House of Bonne Maman”. Visiting 10 of the UK’s key shopping centres, the tour kicked off in April at Meadowhall in Sheffield and is visiting multiple locations including The Centre Livingston, Churchill Square and St David’s Cardiff. The automotive sector saw Mercedes-Benz Vans embark on a country-wide tour to showcase the new Vito. The new Mercedes Vito was on view as part of an exciting and engaging display that gave visitors the opportunity to explore all that the new vehicle

Promotional Activity by Sector Q2 2015 Automotive

30%

Food & Drink

Charities

Government & Health 1%

Retail

Entertainment 5%

Health & Beauty

Travel

Financial Services

Miscellaneous 14%

40% 2%

Mobile Communications 4%

has to offer. In addition to a hands-on display at each location, the New Vito pop-up modular stand expressed the vehicle’s promise of ‘Raise Your Game’ with a BATAK reaction game for visitors to try out.

recording a message for the future. The time barrel will then be re-opened in 2065 to reveal the messages for future generations. The Hanover Band also celebrated an anniversary at St Pancras International this quarter. On the eve of the 200th In other sectors, Cognac house Hennessy installed anniversary of the Battle of Waterloo, The Hanover a time barrel at London’s St Pancras International Band marked one of the most important historic battles with live performances. The band train station to celebrate the brand’s 250th performed works by Beethoven with young anniversary. The digital installation invited musicians from various counties and welcomed the commuters and visitors to the station to make a contribution to Hennessy’s tradition of creativity, by Eurostar train as it arrived into St Pancras International Station.

KBH researches rail user habits Easter footfall increase Rail users are spending half their journey time on a connected device, according to research by KBH On-Train Media, the UK’s largest on-train media company. The Dipsticks study (2015) of more than 2000 rail users aged between 18 and 64, travelling at least weekly, looks into the behaviour of rail users and reveals a truly connected audience with 92% of travellers owning a smartphone and 90% using the device while on a train.

day (29%); 28% had done so immediately while still on the train and 27% said they had made a traincard-prompted purchase ‘a few days later’.

While shopping on a train online, rail travellers are most likely to buy clothes with a quarter of respondents browsing fashion retail sites and almost a fifth (18%) purchasing from fashion retailers whilst on the train. While travelling by train, Paypal is the preferred form of payment on a mobile Regular travellers are increasingly using the phone with 52% of travellers most likely to use the service compared to 45% opting for a carriage as an office, living room or shopping debit or credit card. According to the mall with half of the research, mobile wallet and payment journey time spent on a connected device. apps are yet to penetrate with only 2% saying Travellers spend an average of 20 minutes they would use these for an on-train online per journey on a mobile, tablet or laptop with purchase. 58% listening to music, 43% emailing or Ian Reynolds, managing director, KBH working and 26% browsing retailers online. On-Train Media, said: “As the number of rail Despite spending time on connected devices, users continues to steadily increase, the the average rail user is also fully aware of variety of activities they’re carrying out their surroundings with a huge 94% of while on-board is also expanding. With respondents noticing traincard advertising. pressure on commuters’ time greater than Of those, 48% have researched or looked up ever, we have found that on-train time something they saw advertised, 33% spoke to is active time, with journeys used to work, someone about an on-train ad they’d seen shop, plan leisure activities and catch up on and 24% bought something they saw the latest entertainment. advertised on-board. “With traincards, brands and advertisers have a key opportunity to target connected The combination of increased connectivity, dwell-time and on-train advertising messages consumers at an increasingly rare point when they actually have the time and ability are working effectively to drive product to research, browse and make decisions. As consideration and purchase, both connectivity on trains rises with increased immediately and in the longer term. investment in Wi-Fi, we expect to see rail The most popular time for respondents to users capitalise on these improvements, have purchased a service or product they’d making the most of every journey.” seen on an on-train ad was later the same

The latest edition of the BCSC/ Experian Footfall monitor shows UK shoppers took advantage of extra leisure time over the Easter Bank holiday and school half term holidays in April as night time economy footfall in shopping centres increased by 4.6 per cent on March 2015 and year-on-year by a significant 6.0 per cent.

areas experienced healthy footfall growth during April with the East Midlands, Eastern, Scotland, South East, South West, Wales and West Midlands regions, all reporting positive footfall growth on the previous month.

Edward Cooke, director of policy and public affairs, British Council of Shopping Centres (BCSC) said: “This The trend shows customers no increase in night time economy longer see shopping centres as only footfall in shopping centres is places to shop but as leisure evidence of how landlords continue destinations. With Easter 2015 falling to respond to ever-evolving in close proximity to pay-day and consumer habits. Today’s shopping poor weather on Easter Monday, centres need to cater for customers shoppers chose to take cover from looking for an all-day experiential the rain in shopping centres with destination and shopping centre footfall over the long Easter owners are responding to this by weekend up by a considerable 13 per increasing the leisure offer, bringing cent on Easter 2014. The data also cafés, restaurants and cinemas all shows shopping centres in regional under one roof.”

STOP PRESS STOP PRESS STOP PRESS

Kru scents BlackXS success Working in Partnership with Live Nation, Kru Live was at Wireless Festival with their handpicked Black XS Brand Ambassadors. Festival goers were given the opportunity to be immersed in the Perfume brand Black XS sensory activation. The independent specialist staffing agency, Kru Live was appointed to provide 2 event managers and 6 brand ambassadors to host a 360

degree photo booth event.

Julie Beze, senior account manager at Kru Live said “The event involves submerging festival goers in a multisensory experience. Members of the public are given the chance to experience the signature scent whilst taking part in an unforgettable 360 photo experience which they can share online with their friends.” Summer 2015

Technofield Pioneering Battersea campaign at Westfield Battersea dog, on the screen and engaged with them.

Delivering a world first in outdoor advertising, #LookingForYou campaign was developed and created by OgilvyOne UK the UK’s leading customer engagement agency in collaboration with Exterion Media. The objective of the campaign is to highlight Battersea Dogs & Cats Home’s continued mission to rehome its dogs, using innovative technology to engage emotionally with passing shoppers. People visiting Westfield Stratford City in East London were handed specially designed leaflets containing an RFID

Barley was brought to life by Framestore, the BAFTA and Oscar winning creative studio behind award winning movies such as, Gravity and Paddington. A #LookingForYou video highlighting the campaign has been produced by Surrey based production agency Creation Company Films Limited. RFIDiom and Exterion Media collaborated with OgilvyOne UK to provide the technical solution, resulting in an immersive and captivating experience. tag. As they walk past the outdoor billboards around the shopping centre, the leaflet activates Barley - a former

Emma de La Fosse and Charlie Wilson, joint chief creative officers, OgilvyOne UK said: “We all know that homeless dogs follow you

around. So we are using technology to create a truly engaging experience at Westfield to help Battersea rehome even more dogs in 2015.” Tim Cartwright, head of digital at Exterion Media says: ‘We’re thrilled to work with OgilvyOne UK and Battersea Dogs & Cats Home on this extremely worthwhile campaign. The project demonstrates the creative and innovative opportunities available in DOOH today and the capacity of the medium to emotionally engage with the public. Engaging audiences is at the heart of our business and #LookingForYou delivers an extremely entertaining and immersive experience.” Other companies who have contributed to this ground-breaking project include: Cisper Electronics, Creation Company Films Limited, Framestore, Intellifi, Kevin Mallett Photography, Mount Pleasant Studios Limited, REAL Digital International Limited, RFIDiom and Westfield Stratford City.

Kommando promotes Hertford Regional College With the help of Pixangels technology, some bio-degradable graffiti, a selection of inflatable props and a Vox Pop Phone Box, Kommando’s latest campaign aimed to increase student interest in further education and boost applications to Hertford Regional College (HRC) in Enfield. Kommando created a superhero themed experiential and guerilla marketing campaign which targeted the area’s 15-18 year olds and highlighted the benefits of studying at college either as an alternative to or post sixth form. Kommando put together a tour of various locations in Enfield and encouraged young people to attend HRC’s open evening on April 28th where they could see the facilities for themselves. Kommando built the campaign around

this idea of empowerment and used the hashtag #HRCsuperheroes and tagline “anything is possible (except invisibility)” for a teaser campaign in the form of environmentally friendly street art, allowing people to engage with HRC via Twitter and creating an initial buzz prior to the next phase of the campaign. In the days leading up to the open day on April 28th, the specially branded HRC Vox Pop box was erected outside local schools, shopping centres and cinemas with current HRC students and brand ambassadors encouraging potential applicants to step inside dressed up as a superhero or in the uniform of their chosen career path. Once inside the video phone booth, participants were interviewed by a robotic voiceover about their future aspirations and “personal kryptonite”.

frame. This was done using PixAngels photo-marketing technology which allows photos to be shared across social media directly from the gallery if students like or follow HRC on Facebook or Twitter, increasing the total reach of the campaign through likes, shares, favourites and re-tweets and increasing awareness of the college in general.

The entertaining clips were then edited into a short film and shown at the open evening. As well as being filmed inside the Phone Box, the students also had the opportunity to be photographed with their friends in costume and the photos were immediately uploaded to an online gallery in an HRC branded

Jacqueline McMillan, account director said: “We were delighted to be involved, HRC is a fantastic college with facilities that are second to none – it’s an inspiring place for youngsters to continue their studies or shape their future career. We were blown away when we visited initially, and are excited to showcase the opportunities on offer through a creative and youthful Kommando campaign.”

Cheil arranges #GS6IsHere treasure hunt On April 12, Samsung hosted the UK’s biggest Twitter treasure hunt with a digital and social stunt to support the launch of its Galaxy S6 handsets, developed with Cheil UK.

Cryptic clues to the tickets locations were seeded through Samsung’s Twitter account. When consumers found the hidden ticket at the location they simply shouted out the secret password, which was provided as a final clue on the Samsung hid a ticket for a new Galaxy S6 handset in eight of the largest cities ticket, and a brand ambassador, equipped with a recording device, across the UK. Clues to their location appeared with their prize. Consumers were provided via a live video stream that work out where a prize is, but can’t broadcast on Samsung’s Twitter channels. One location was broadcast at get to the location, could still get involved by tweeting their guess of the a time. location and enter a prize draw.

Summer 2015

Activity was supported by OOH, including details of the treasure hunt appearing on the Samsung Piccadilly Circus screen, and press ads in Metro. Cheil UK was responsible for the campaign concept, creative and production. Media planning was handled by Starcom.

the new handsets.

Ahead of the launch James Keady, head of digital, Samsung UK and Ireland, said: “The new Galaxy S6 is one of the most important launches of the year, not just for Samsung, but across the smartphone market too. We want to make sure it lands with a bang. Working Cheil UK won the Galaxy S6 digital and with Cheil UK, Samsung’s social social brief following a competitive presence will play a key role in a digital pitch. The agencies were challenged to campaign that aims to capture the come up with a creative idea that imagination and desire of our would create ‘fame’ and ‘frenzy’ for customers.”

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Technofield Road Respect pop-up Independent Events and The Northumbria Safer Roads Initiative (NSRI) opened the Road Respect pop up shop in the Keel Row Shopping centre in Blyth, Northumberland on May 2nd. Set up to highlight a number of key issues - speeding, drink driving and mobile use behind the wheel, the shop offers tips and advice for road safety for pedestrians, motorists and other road users. An interactive Facebook linked quiz in store, gave entrants the opportunity to win a GoPro camera by matching crimes with their respective punishments. Experiential activation elements were introduced by Independent Events through the use of various interactive experiences. Drink driving simulators highlight the dangers of driving under the influence, while beer goggles show

how well people function when they feel extremely drunk. Visitors were also encouraged to play giant Connect 4 and giant Jenga games, wearing the beer goggles to show how difficult simple tasks can be when under the influence. Free information, giveaways and balloons were provided and the #WorthIt campaign was linked on social media with brand ambassadors improving the overall reach of the campaign by not only manning the store on the live event dates, but by sending out tweets and Facebook posts relating to the elements and encouraging visitors to do the same. Road Respect is an umbrella campaign providing multiple digital and social media channels to connect and engage with the Northumbria Safer Roads Initiative.

Bluewater gets #packyourbags Bluewater has won a coveted British Council of Shopping Centres (BCSC) Purple Apple Award for its #packyourbags holiday-themed digital campaign. Presented by DJ and author, Edith Bowman, and President of the BCSC, David Atkins, at the annual Purple Apple Awards dinner at the Brewery in central London, Bluewater gained significant industry recognition in receiving the top prize. #packyourbags was a holiday-themed digital campaign, completed over six weeks during summer 2014, which invited Bluewater’s guests to pack a virtual suitcase or bag on-line, with the chance to win the contents. The campaign utilised a bespoke microsite to host both the competition

and supporting retailer offers, with social media used to drive traffic to the microsite and amplify awareness of the campaign. Almost 35,000 users engaged with #packyourbags, which was supported by 26 of Bluewater’s retailers. #packyourbags increased the Bluewater social base by 1,758 followers with an estimated commercial worth of £200,412. Commenting on Bluewater’s award success, Robert Goodman, Bluewater’s general manager, said: “This is a great accolade for Bluewater and a very positive endorsement of our innovative approach to creating engagement with guests that helps to drive the performance of our retailers and restaurants.”

intu rolls out 4G in 10 centres intu, has rolled out of high quality 4G networks in partnership with Wireless Infrastructure Group (WIG) across 10 of its shopping centres. To support retailer’s emphasis and investment in bricks-and-clicks strategies, intu is providing the most digitally connected shopping centres ensuring customers have a seamless online and offline experience. That means shoppers can browse online and use intu’s apps within the shopping centres to make visits more productive. As a result, customers are visiting more often and staying for longer, benefiting all retailers and restaurateurs at the centres. intu is employing a distributed antenna system (DAS), owned and managed by WIG, to provide state-of-the-art 4G coverage and capacity. The systems will give customers a consistently high quality signal and superfast mobile internet connection throughout the malls plus food courts as well as, importantly, deep into the anchor stores. The means mobile users will get the best possible call, text and internet experience.

The online portal, which is open to Primesight’s customers, provides instant access to consumer feedback by reporting data on campaign awareness and resultant changes in

Summer 2015

attitudes and actions as they develop during the campaign period.

The 4G experience complements existing free Wi-Fi in all into centres. Customers also benefit from the UK’s largest shopping centre roll out of free-to-use, secure, phone chargers with capacity to handle one million mobile phones per year. The omnichannel shopping offering also includes free click-and-collect for purchases from numerous top retailers through intu.co.uk, which has over 1.8m registered users, free apps at many of the centres and Collect+.

The small cell networks deployed by WIG are capable of supporting the licensed frequencies of all the UK mobile network operators, providing significant improvements to wireless utility in the areas they are deployed. The ten intu shopping centres involved are the super-regional prime centres of intu Trafford Centre, intu Lakeside, intu Scott Coates, WIG chief executive, said: Metrocentre, intu Braehead and intu “We know shoppers want to stay Merry Hill, plus prime centres intu connected with friends and family, Derby, intu Eldon Square, intu Watford, especially when separated within a intu Victoria Centre and intu Uxbridge. shopping centre, and to access intu has more super-regional prime retailers’ websites. Delivering this level shopping centres than anyone else in of consistent 4G coverage in a busy the UK.

TAAP reaches out from Silverstone On Tuesday, 12th May TAAP exhibited at The Fleet Show at the Silverstone circuit, with hardware partner Exertis, with information on offerings from Geo-partner ALK, who provide CoPilot Professional and CoPilot Truck software for satellite navigation. TAAP’s software is widely used in the Automotive industry, from manufacturers collecting customer

Primesight launches real-time reporting tool Primesight, in conjunction with On Device Research, launched Primemobile Live, the first real-time reporting platform for outdoor advertising campaigns.

shopping centre venue requires investment in dedicated small cell infrastructure. Our partnership with intu has enabled the largest shopping centre roll out of 4G in the UK and comes as part of our commitment to invest £100m in small cell networks over the next three years.”

data at events, through to organisations who co-ordinate vehicle movements. TAAP demonstrated applications which assist organisations to make everyday processes simpler, more uniform, and completed in real-time. Exertis demonstrated their range of Linx tablet devices, which are ideal for many industry processes

access to consumers’ ‘in the moment’ thoughts, direct from their mobile device via an API feed, to an out-of-home planner’s PC or mobile internet enabled device.

towards the most effective creative treatments, and therefore benefit from Mungo Knott marketing and insight director improving ROI. of Primesight commented: “Our focus is to Clients can now access performance deliver effective results for our clients. We data on their campaigns at the critical Data can be analysed by audience time – whilst the campaign is in display. segment, individual creative treatment have developed this tool to provide them with faster and therefore, more valuable Clients utilising digital displays can also and GPS location. The real time use this real-time data to establish a reporting builds on data captured from access to data which will help them understand the key audience metrics that recommendation to change the weight Primesight’s proprietary tool of exposure, or to make creative Primemobile, which tracks consumers their campaign is generating during the changes which will optimise the display throughout their day. It provides instant critical campaign display period.”

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Technofield Go2buy platform for TV When reality channel TLC airs new episodes of LOVE LUST OR RUN (a fashion based television program) viewers will be able to shop along in real time with style guru Stacy London in an unprecedented way through new Go2Buy technology from social shopping pioneer Stylinity. In an industry first, viewers can purchase items worn by Stacy and collaborators featured in the show by visiting the website or through TLC’s accounts on Twitter, Facebook, Pinterest, and Instagram as the show airs. Fans can view outfit photos and connect to “Buy Now” buttons for each product featured directly from their social feed, with secure check

out on a retail site. Stylinity’s patented Go2Buy platform allows brands to make social content instantly purchasable, The product suite also includes the ability to empower, curate and track shoppable user generated content (UGC), digital rights management for UGC, sponsored content program management and tracking, and analytics and insights. “TLC viewers are incredibly social and love to engage with us as they watch, often asking what Stacy is wearing and where they can get the products they like, and we are excited to answer that call in partnership with Stylinity,” said Scott Lewers, senior vice president of multiplatform strategy.

Royal Bank of Scotland gets personal Pegasystems Inc has been selected by Royal Bank of Scotland (RBS) for customer decisioning. RBS will use Pega to ensure every customer interaction is consistently personalised, relevant, and contextual across all journeys and channels. The capability to serve customers this way is a key component in achieving the bank’s stated aim of becoming the “best bank for customer trust, advocacy, and service by 2020.” The Bank will use Pegasystems applications to leverage big data, predictive analytics, and real-time decisioning to deliver the right insight

into every customer interaction in every channel. The ability to respond with speed, agility, and accuracy in a highly automated way using everything the bank knows about its customers will allow the bank to respond quickly to changing customer demands, improve its customer service, and build deeper customer relationships. Alan Trefler, founder and CEO of Pegasystems said, “RBS is taking a strategic approach to becoming a bank of the future by focusing on enhancing its customer relationships. It’s an honour to be part of their journey.”

Kaon’s advanced B2B platform Kaon Interactive has announced the immediate availability of its Kaon 7.0 Application Delivery Network (ADN) platform with new built-in features to its real-time interactive 3D product experiences, resulting in faster and more intuitive interactions every time a customer encounters an interactive product demonstration. The company announced that it has also hit a record milestone of one million customer 3D product views on mobile devices. The latest release uses a breakthrough algorithm for rendering 3D product models that can accelerate frame rates up to 3x faster across every device improving the user interaction experience. Prospects can now have faster real-time engagement with photo-realistic 3D products, view integrated marketing messages, explore product options, functions, and features (open drawers, change

components, demonstrate processes, etc.), improving their understanding of the value of each product. ??In conjunction with the award winning Kaon ADN deployment platform, Kaon’s interactive 3D sales and marketing applications are created once and delivered globally to unlimited users, on any device. This allows companies to concisely communicate their value and competitive differentiation at every stage of the buyers’ journey, by helping them engage prospects earlier, train sales/channel teams faster, shorten sales cycles and increase win rates by 33%.??“From management of the interactive application, to getting it into the right people’s hands, the Kaon Application Delivery Network is a true game changer,” said Mark Tarantelli, global director of sales enablement tools, IT business at Schneider Electric.

Talkwalker launches IQApps A unique set of intuitive social data applications have been launched that allow every customer-facing department in an organization, from the CEO to the customer experience teams, to instantly analyse social data and find actionable insights in just a few clicks. IQApps come from Talkwalker, one of Europe’s biggest providers of social data intelligence that monitor and analyse global online conversations across all networks and media. They combine a blend of intelligent

technology with years of first-hand client experience that’s been gained by Talkwalker’s experts at the coal face of social data from thousands of customer interactions. Each IQApp is tailored to a particular area, such as crisis communication, social channel analytics or competitive intelligence. They give managers building crisis communications plans, brand strategy or campaigns an instant fix on the social perspective. Reports can be distributed easily throughout the enterprise to further spread the value of social data insights.

Tribe transports guests with Oculus Rift Tribe created an immersive experience for South African Tourism, using Oculus Rift Virtual Reality technology, to invite guests on a ‘five-minute holiday’ to South Africa.

lounge’ before taking their position in one of the specially designed Oculus pods for their trip. The ‘five-minute holiday’ plunged guests into a vivid South Africa landscape including abseiling down Table Mountain, feeding The consumer campaign, which an elephant, kite-surfing and cage diving launched in April, involved activity in with sharks. The 360-degree views, HD specially selected bars in London and visuals and innovative binaural sound Manchester, targeting younger techensured that guests really feel that they savvy consumers who were given the opportunity to ‘escape’ to South Africa. are fully immersed in the landscape around them. Consumers will then exit The objective of the activity was to the pods into a South African bar change attitudes towards South Africa experience complete with a DJ playing by showcasing the country’s art and culture to consumers who may not have contemporary tunes, South African street food provided by Bunnychow, considered South Africa before as a South African wine tasting courtesy of creative, exciting and culturally-rich the Cape Wine Academy and iconic holiday destination. South African animals and landscapes Consumers arrived at a ‘departure

Summer 2015

projected throughout the event space. Tribe’s promotional staff were on hand to answer questions about South Africa and to encourage consumers to enter a competition for two lucky consumers to win a pair of flights to South Africa. “We want to surprise the UK travelling public and Oculus Rift is the ideal partner for us to reach a young, tech-savvy market,” said Juan Herrada, UK manager of marketing and communications for SAT.” This is the first time Oculus Rift and binaural sound have been combined to create a unique, immersive holiday experience for the UK public.”

In addition to creating the consumerfacing campaign, Tribe was also responsible for creating a press event at the end of March allowing the travel media, travel partners and influential bloggers to try out the Oculus Rift Technology and experience the campaign for themselves.

enjoyment in putting the same personality, energy and passion into a job as I would if I were on a stage. The consumers are my audience! 2. What are the best aspects of going to work? Working with like-minded people to deliver an incredible experience to people from all walks of life. I have made so many friends in promo. I get to turn up on jobs and see mates, not just colleagues. I get to put smiles on people’s faces - I see this as way more valuable than any amount of data capture or forced hashtags! And I get to meet EVERY kind of person, from millionaire superstars to fun, excited kids, to the average Joe on the street. Every class, every age, every culture.

Simon Thompson,

Kru Live

Actor Simon Thompson is one of the most popular brand ambassadors deployed by Kru Live. Kru attracts attention from many of the best brand ambassadors a based on a reputation for good staff handling, prompt payment terms and exciting brands to represent. 1. What appeals to you about being a brand ambassador?

3. How easy is it to represent a different brand depending on the day? The short answer is - I’m an actor! I just adopt a character that works for that brand. But nowadays, now that I’ve worked my way up the promo ladder, I’m in the fortunate position where I can be a bit choosier with my work. This means I can choose to take a job that will not only be fun but also where I can represent a brand I actually believe in and won’t feel my morals or beliefs are being compromised. That makes it much easier! 4. What is satisfying about managing an event or a team?

questions, there’s always a friendly voice on the other end of the phone. Also, your hard work is rewarded. Firstly, with genuine gratitude and secondly with more work and on more exciting campaigns. 6. What represents ‘a job well done’? As previously mentioned, happy consumers. To know that you’ve given people an incredible experience and left them with a positive image of a brand is, for me, is a job well done. Too much pressure is put on figures, which I don’t believe are a true representation of the success of an event.

Leading by example and using my energy to inspire the rest of the team is always satisfying. I love getting stuck in BA work is all about how I can use my personality to and experiencing everything with the BAs. It’s the best way 7. What does the year ahead have in store for you? represent a brand, and not just about being a generic to learn and grow. When I manage, I’m essentially a BA who Amidst working on my acting showreel and a stand up body delivering a message. I can use my skills to deliver has to do a load of boring paperwork at the end of the day. set, I’m continuing on a Nespresso campaign, which a great experience to people, which will in turn give will be taking us to Henley Regatta and Festival The best part of the job is when it’s all over and you can them a positive image of the brand I’m representing. Number 6 in Wales, I’m returning to The Open in July (hopefully) look back on a successful effort. Also, as a performer, it’s easy to become resentful to work for a second year as a host for MasterCard. towards any work that isn’t in line with your career, but 5. What support does Kru give you? I’m also hoping to return as compere for the Carling with BA work, particularly in experiential, I can find Kru are always there. If you have any issues, concerns or stage at V Fest. Then I guess it’s Christmas...!

Driven

Harriet Cramer caught up with Brandscape’s car-loving supremo, Ian Mulingani and found out how the agency empowers brand ambassadors to perform and have their efforts recognised

I have heard the home of Brandscape is pretty impressive, what is it like?

We tend to work with people we know and trust, and we have got a team built on reputation.

Work should be enjoyable, a place of work should represent who we are as a company, and our office in Balsal Common is no different.

You have a lot of clients of longstanding clients, what are the advantages?

If a client goes from agency to agency they can go down the route of sending briefs out and getting companies to pitch against each other. A lot of work goes into the pitches when that time and effort could be spent on activatons. Longstanding clients give us freedom to build up the brand What is a typical activation that Brandscape does? ourselves and be trusted with it, which is a great privilege. How important do you think experiential events We are trusted to uphold key values of the brand but also are for a brand? Top Gear is a good example of a Brandscape activation. given the freedom to develop it. The Top Gear Track Experience in Surrey gives people The purpose is to sell a product and experience is the chance to participate in driving activities including In what way can you demonstrate ROI to clients? just a tool you are using to do that. Some the ‘star in a reasonably priced car’ experience but We have developed an app. So in the Trafford Centre activations are out there and are cool, but they may also with a difference, People were fired at by Tanks example, we have a car, and brand ambassadors handing not sell cars. Sometimes the experience is too and driving 4x4’s. So it had a few twists. What I like out leaflets and taking data. But people don’t necessarily clever; if the objective is to sell cars you need to about the experience is that lap times were added to want to give out their details. keep that in mind. If you are being too clever, you the actual leaderboard so drivers could see how they If you continually measure a brand ambassador on quantity can lose focus. matched up to the celebrities and feature alongside not quality of leads they are undervalued. The app uses a A good campaign we ran was teaching under 17s to them. It worked really well for both the corporate camera that measures how many people interact with a drive Land Rovers. It was a great campaign as the guests and individuals. It is really great to work brand. It is an analytic tool telling the event leader we have children loved it and so did the adults. The parents alongside the Stig and professional drivers. It has had x amount of people here, this is how much engagement were taking photos and sharing them online, and been a huge success. etc? Leads are not the best way of measuring the full for a teenager, it is an incredible thing to do. When What are you proud of as a company? impact. We can trust the camera and that gives us the it comes round to buying a first car, that memory feedback we need. It was deployed on Skoda events this will stick with them. They will have that emotional One of the things we pride ourselves on is looking after brand ambassadors. We have more in house than year, and helps clients justify spend on experiential, instead connection to the brand. It may not be instant. But it is a return on investment. other agencies, who can move up to event managers. of advertising. We have ice cream Wednesdays, our office is eight acres, we have an off road course and 72 full time staff, and my dogs can come into work with me. So it is the perfect home for Brandscape!

Summer 2015

Talent Spotting Gemma Murton, iD’s head of talent discusses the exacting process that iD goes through to select the cream of brand ambassadors for the agency’s Staffing books. heavily in our recruitment process. Our staff are the most important part of our campaigns, which is why it is vital for the success of a campaign that we’re recruiting people that can naturally create a rapport and can engage with ease. Yes, we do see lots of candidates that are simply lacking this element and although we have a dedicated trainer that takes all of our new recruits through engagement techniques; I do believe this skill is largely down to an individual’s personality. iD Staffing receives 8000 applicants and uses its auditions process to whittle that down so that 20 per cent make its books. Audition days use ideas from The Apprentice and Dragon’s Den and Speed dating interviews to help choose the very best brand people. How does iD attract candidates to its auditions? Mostly candidates are attracted to our agency through word of mouth, we’re fortunate to have a fantastic reputation in the field and typically see around 100 new applicants per day nationwide. If we have a specific skill-set or profile that we’ve been asked to source for a particular client, then we’ll use a very direct approach to recruitment; through talent specific jobs boards, scouting and social media. Is there a particular profile and age that you seek? No particular profile or age. We represent a wide range of brands that require many different specifications in terms of staff profile and skill-set and so we aim to fill our database with a wide and varied range of promotional staff that can cater for our diverse client base. Does the audition process breed agency loyalty in the candidates who get through? 100% We recently held a focus group with a selection of our ambassadors and asked their opinion of what they thought about our recruitment process. We found that although everyone found the day challenging, they were all in agreement that through successfully making it through an iD Staffing audition, they not only felt a great sense of achievement, but that through coming through onto the books through this way, they felt more valued as an employee and felt that the process set the tone for their working relationship with us. The auditions clearly communicate to them at an early stage that we’re an agency that puts emphasis on quality which then impacts massively on their performance when representing us. Is ‘consumer engagement’ a skill and do many candidates lack it? Most definitely, this is the reason why we invest so

Summer 2015

We’re often told by our staff that a big factor of why they choose to work with us over another agency, is down to the staff they like to work with. Our books are full of charismatic individuals that have an infectious personality which means our staff can buzz off of each other at work. Is the ability to convert to sale a key attribute that you look for at audition, or something you add by training?

It’s definitely something we consider when making our selections. However, our main focus is on selecting a positive attitude and an agreeable personality, previous background experience definitely gives people an advantage but through our intensive sales training, that all of our new hires go through, if this is lacking in a great candidate then we would simply make sure we’re very thorough with them in training and monitor their progress through mystery shops and on-the-job training to make sure everyone is performing at a high level. Are your clients switched on to the auditions process and the benefits it brings them? Our clients love our auditions! We like to get them along on the audition days as much as possible, so that they can pick and choose their own staff in a casting style format. It gives them the confidence that we’re recruiting to their brief and peace of mind that the member of staff representing their brand has been thoroughly vetted, screened and trained. One iD client praised the auditions for meeting ‘right calibre’ expectations. How challenging is it to meet client’s staffing expectations? As I mentioned, we’re fortunate enough to attract a wide range and high volume of candidates to our books and so we can afford to be very picky. Through putting all our staff through our recruitment process it really cuts the wheat from the chaff. Having said that, some clients’ expectations are more difficult than others to achieve, but we always get there in the end!

2Heads appoints Baker Event industry netwalks Kerr after losing his battle with pancreatic cancer. This year’s walk took on a new poignancy after the tragic passing of Jim Harding, Head of Premium Sales and Hospitality at Arsenal Football Setting off from Chelsea FC and taking in Club, from the same disease. The walkers 10 miles came from through event Brompton companies Cemetery, including Hyde Park, Circle Regents Agency, Park, and RPM, Regents Canal to Gallowglass, Exposure Communications, arrive at Arsenal’s Emirates Stadium, the Mayridge, Arsenal, Lords Cricket Club, walkers were waved off by Chelsea West Ham, Blondefish and PRG. mascots Stamford & Bridget and welcomed to at Emirates by Arsenal The walkers’ endeavours have raised mascot Gunnersaurus Rex. more than £17k to support Pancreatic Cancer Research Fund and Pancreatic Howard’s Way Walk was created in Cancer UK. memory of event professional Howard Over 60 event professionals representing all parts of the event industry took to London’s parks and streets on Friday 12th June to walk, talk, network and raise money to fight pancreatic cancer.

Grass Roots in Barcelona Grass Roots, the provider of employee and customer engagement solutions has announced the appointment of Daniel Gilgado Sanchez and the opening of a new office in Barcelona, Spain.

Creative agency 2Heads has appointed Jane Baker as Commercial Director of its UK head office.

specialises in immersive brand experiences through the creation of brand strategy, planning and design for global Previously VP, client experiential programmes, services of FreemanXP, has undergone rapid Baker joins 2Heads with expansion in recent the remit to lead global years. Baker’s growth with responsibility Jane Baker appointment is the latest for the marketing, sales, in a series of significant strategy and creative services teams. additions to the agency’s senior Buckinghamshire-based 2Heads, which leadership team.

AddingValue adds Wikler AddingValue, the communications agency that influences the way audiences engage with brands, has appointed Jaron Wikler as its development director. Jaron has been tasked with further

developing the experiential capability of AddingValue and has previously held the post of client services director at Square Melon UK where he was instrumental in the experiential campaigns for a number of Coca-Cola brands.

Ward to innovision innovision has announced the appointment of Beth Ward as content producer. Beth brings more than five years’ industry experience to the new role, where her focus will be on creating compelling narratives from the raw content shared by clients, as well as contributing towards new business wins. Beth Ward

Summer 2015

Data captured Bower Athlete joins GMR Marketing GMR Marketing, the global, award-winning engagement marketing agency, has appointed former Team GB athlete Posy Musgrave as an Athlete Manager to work on preparations for the Posy Musgrave

2016 Olympic Games in Rio. Posy speaks fluent Russian and French and as a former Team GB Cross Country skier, will form part of the agencies international client focused team based in London.

Hardys toasts Vaughan Hardys, one of the the Ashes events at Lord’s and the HAC in London to world’s most powerful wine brands has showcase their range of bolstered its standing premium wine alongside as cricket’s number one their partnership with the wine brand by bringing ECB. former England and Hardys ambassador, Michael Ashes-winning captain, Vaughan, said: “Drinking a Michael Vaughan, on fine wine whilst watching the Michael Vaughan board as an cricket is one of life’s great ambassador. pleasures so I’m delighted to have the opportunity to combine two of my Hardys, the Official Wine of England Cricket, is hosting the For the Love of passions by teaming up with Hardys.”

innovision boosts logistics London-based agency innovision has re-created a dedicated in-house Logistics division to formalise and enhance its existing offering, recruiting four new members of staff to its Studio in Regent’s Park. Hari Wilkes, who has worked with

innovision on a freelance basis for several years, has been hired to head up the new offering. She brings with her over 15 years’ industry experience, with an impressive track record in leading complex logistical operations and designing audience acquisition strategies and digital solutions to support this.

streamlining the interaction between attendees, delegates, visitors, exhibitors, organisers and data registration. That’s where the MSP products come in, making that connection seamless by marrying Commenting on his new Terry Bower intelligent data capture role and how the MSP technology with the warm, offering can benefit, Bower said, “I am human element and interaction that delighted to be joining MSP and I can encapsulates the industry as a whole and thoroughly empathise with the customer the relationship between the supplier and end user alike, and the need for and the customer.” MSP, the Brighton based intelligent data capture specialist, has appointed Terry Bower to the position of head of sales and marketing as the company continues to expand.

Head of Fun for intu Metrocentre Eight-year-old Mackenzie Toal, from Prudhoe, has seen off competition from scores of youngsters, to be appointed intu Metrocentre’s first ever Head of Fun.

a really cool, creative and confident kid,” said intu Metrocentre general manager Patsie Beaton, “and we found it in Mackenzie. He’s bubbly and confident and just has that special spark – and I certainly think he’s going to keep us all in line.”

The role is geared at making a trip to the Mackenzie Toal Gateshead shopping centre even more appealing for young visitors The youngster will be supported in his new role by the Metrognomes and by a and involves everything from reviewing toys to helping out Santa’s elves at newly appointed Deputy Head of Fun, sixChristmas time. The panel of judges said year-old Myah Rose Wilson, from “Mackenzie ticked all our boxes. We Sunderland. were looking for someone extra special;

Price of HH Global Andrew Price will be responsible for growing the HH Global Asia-Pacific business region, which currently includes India, Malaysia, Indonesia, Singapore, South Korea, Hong Kong, Taiwan, Japan, China and Australia. Andrew will also join the main Board of Directors and be based in Hong Kong.

Andrew Price

2nd Opinion: 5 experiential secrets in travel retail

retail challenges that airports can create, passenger demographics, so what works for a brand in one won’t in another. along with the necessary securityDon’t just look at passenger numbers, cleared brand ambassadors and staff. dive into the demographics. Examine 3. Remember the brand and its target Travel retail is now big Here are five tips for creating airport variations by terminal, day and time of audience business, with airports experiential activity with impact: day. quickly developing into Any activity must remain true to your 1. Plan from the start 5. Leverage your activity favourite shopping brand values and target the required Great experiential begins with great destinations for audience. If you’re a luxury brand usually Experiential can be a success on its consumers with the time to browse and planning. To meet a brand’s marketing own, but it works far better when bought at the airport as a gift, surprise objectives, it should be integrated into the spending power to buy. integrated into a campaign, and and delight are key, so should be any retail activity from the start. It should incorporated into any experiential activity. particularly well when linked to PR and Increasing competition for airport retail never be a last-minute bolt on and social media activity. It should also never For a tech brand, show how your space means experiential can hold the should be factored into your airport be just about sales. Even if driving products can help people perform key to standing out from the crowd and activity budget from outset, so that it can people in-store to buy is the primary relevant tasks, such as information grabbing consumers’ attention. The right sit alongside and complement other about connecting flights or the weather short-term objective, always plan for the kind of activity helps travellers pass the marketing activity. long-term. at a particular destination. time as they wait for their flight, gives them the chance to try before they buy, 2. Understand the airport environment 4. Be at the right airport and the right Finally, don’t forget that your brand and drives them in-store to make a Airport retailing is different in terms of ambassadors on the ground will be terminal purchase. the strict safety and security speaking directly with your target Just as travellers can turn up at the requirements, leading to far more red audience. They aren’t just collecting Create a good experience, and the wrong terminal, or even the wrong tape. Choose a partner with experience data: they are collecting information that chances are travellers will spread the airport, brands can too. Even airports of working ‘airside’ and the knowledge can be used to generate real insights word to families, friends and business serving the same city can have different and confidence to handle the specific into what your market thinks. contacts.

Ian Priestman, Head of Experiential at Blackjack Promotions reveals how the key learnings from travel retail and experiential marketing can be combined to form a powerful engagement tool.

Summer 2015

Owning Monopoly My Monopoly, a day event for Hasbro won the Brand Immersion Opal award from the British Council of Shopping Centres. We love the event and thought we would look it from the perspective of a few of the main agency brains behind it. Richard Simkins, Director of Innovation, Talon Why was Westfield Stratford chosen for My Monopoly? Hasbro’s team designed an interactive event that fused mobile, digital out of home (DOOH), theatrical and experiential expertise to create an experience like no other. As with the My Monopoly board game itself, personalisation was central to the experience, however they wanted their players – our public – to feel truly at the heart of the event.

engagement when individuals were playing and things generally took off once the activity gained momentum. A combination of Call to Action, simplicity and staffing worked well. What value did the surprise live performers bring?

Seven themes were pre-scripted and fully briefed to our performers and fully-trained brand ambassadors. This was designed to be entertaining and really helped immerse participants in the experience and to amplify the communication around the game. The live To achieve the vision they needed a commercial event space that delivered a huge natural audience who were performers drive an emotional engagement for in the right mind-set to take 5 to 10 minutes out of their participants and onlookers alike ensuring a wholly collective experience from the event and subsequent day to interact with the game. Importantly, because video amplification. This ensured a key element of the Monopoly is a game that has always brought families outdoor experience was not just a personal 1-1 and friends together, the location also had to have a high density of this target audience. A mall space at the engagement, but a crowd-based one. weekend was undoubtedly the right environment. Neil Morris, Managing Director, Grand Visual However the nature of the event meant that the space also had to have very specific characteristics, namely: • An area that created natural, relaxed dwell time, in which people would have the time and inclination to interact.

Was the concept challenging for Grand Visual? We were tasked with developing the game, and creating

• It could safely accommodate hundreds of people who we expected would want to stand and watch the event unfold.

a mobile app which would allow people to play the game. The game had to work across multiple handsets and browsers. As the interaction relied on an internet connection, we set up a Wi-Fi connection for the game to ensure that game play was optimal and didn’t rely on an unstable 3G connection. A queuing system was set up, and only those within the geo-fenced area were able to play the game. Jessica Roberts, Client Partner, OMD UK What were the main event goals and results? My Monopoly gave players the opportunity to personalise their board utilizing photos from Facebook, Instagram, Flicker or their desk top. Players could customise property spaces, game tokens, Chance and Community Chest cards with their favourite memories. The goal for the My Monopoly launch was to design a campaign that would excite existing Monopoly fanatics, while introducing new fans to the Monopoly brand. Success was not only visible by the hordes of crowds buzzing around the screen, but also by the analytics from the day. The event was oversubscribed by more than 460% - over 700 devices registered on MyMonopolyLive. com for our 130 game slots. Additional earned media was generated by the live audience on both Twitter and Facebook talking and engaging with the event.

• The presence of a high-impact DOOH screen that could be customised into a real-time, interactive digital canvas.

The resulting campaign video is a brilliant brand asset which beautifully captures the public’s enjoyment of #MyMonopolyLive and reflects the Monopoly brand strength, engagement and ability to bring families together. Over 2.5 million people worldwide have viewed or shared the series of video clips created of the event – the Facebook video generated more than 6,170 likes and 1,619 shares alone.

• A space that would double up as a theatre stage, allowing them to “hide” the Monopoly characters off-set until called upon. The Four Dials location at Westfield Stratford could not have been a more perfect location for this event.

Was there a standout moment?

Did shoppers understand how to engage with the game?

A team of 12 performers acted out seven different scenes tailored to specific Monopoly moments. As part of this, we saw 7ft pigeons flapping round you if you landed on Trafalgar Square or being dragged to our staged jail by our My Monopoly policemen! All players received a genuine My Monopoly game as thanks for participating.

Not completely, although there was a clear GAME PLAY NOW call to action that sparked interest in a space where there was dwell time, engagement and significant numbers. We ensured a minimum of three on-site brand ambassadors were on hand to encourage involvement and help people; this amplified crowd

Complex communications By Jonathan Schultz, AmbientWW Experiential is no longer seen as a ‘nice to have’ or a last minute thought in marketers’ plans. Investing in experiential marketing has many benefits which enable deep interactions reach which extends well beyond the live activity itself. However, with more involved experiential

campaigns, the communication can become quite complex. Consumers can be required to take on-board a lot of information in order for them to make the most of the experience. For example, competition and game rules, familiarisation with equipment and product information. Much of this communication is left in the hands of the Brand Ambassadors and it’s this critical area which can make or break a campaign.

The Partnership: Westfield Stratford provided the venue and infrastructure, Exterion Media provided the digital canvas. OMD UK and Talon Outdoor provided the media strategy and project management, supported by the digital expertise of Grand Visual and the event expertise of Ambient Media. The whole event was captured by skilled video production team Sideways and promoted by the expertise of PR outfit Bite Communications.

So, here’s a few quick tips follow to ensure your brand ambassadors will engage people with confidence and deliver a complex experiential brand proposal: 1. Customer Journey Before you start, make sure you have nailed down the crucial elements of the customer journey and have it documented and approved by all stakeholders. 2. BA Selection Ensure you have a robust recruitment

process and that you’re testing BAs sufficiently at each stage. 3. Crib Sheets Extract the key campaign messages and important information and create a crib sheet for your BAs. This will make sure everyone is communicating the correct information as efficiently as possible. 4. Briefing & Training Put on dry-runs and ensure you are putting your BAs’ knowledge Good luck with your next experiential campaign! Summer 2015

In Panasonic we Trust

A new relationship between the brand and the National Trust hints at experiential and field marketing in its truest form. Frank Wainwright investigates: The National Trust has embraced brand engagement at an in depth level with a longterm agreement for multiple brand experiences with Panasonic, a brand which the Trust feels can really make a positive difference to its members and guests. The partnership is long term and already proving itself as Panasonic’s technology is being used to bring Trust places to life in a new way whilst its consumer products are creating opportunities for visitors to engage with Trust places and projects. Partnership highlights either ongoing or anticipated include:

and volunteers working in the outdoor spaces the charity cares for – some of which are quite remote! On top of that, this project is a great opportunity for the public to see such cameras in use, supporting Panasonic’s brand as one that helps people to enjoy their day out and capture memories they can enjoy in the future. For David Bonney, the harnessing of NT warden’s inspirational expertise is a major point of difference. Camera purchase, he notes, is often not an impulsive decision so reaching consumers away from the point of purchase is a valid approach. Consumers trialling the cameras at iconic buildings and areas of natural beauty are likely to keep and share their best results.

• Panasonic high resolution projectors are bringing a 40s exhibition to life at Upton House

David is also keen to add that the wide Panasonic product portfolio has far more than cameras to • Lumix cameras made available to Trust rangers and potentially show off in the NT properties. “We also visitors via regular roadshow events, which have now make cooking products”, he says, hinting that there might be a bread making roadshow one day… started and are ongoing until the end of the year For Rod the Panasonic partnership is an example of how • Technology supported conservation days he is fulfilling his brief to find more ways and more According to Rod Hebden, head of corporate relevant methods for engaging supporters, “Engaging partnerships at National Trust the brand relationship the people with the places in ways we haven’t done marks a landmark change “in the way that we do before.” partnerships - it is deeper and more engaging.” Rod added that the Trust is looking ahead with Panasonic, as This is also borne out in the aforementioned exhibition at Upton House. the work the two organisations are doing together supports the Trust’s 10-year-strategy, particularly the Upton House goal to create experiences which move, teach and National Trust’s Banking for Victory exhibition at Upton inspire. House tells the story of the house when it was a Speaking to Field Marketing, alongside David Bonney, advertising and partnerships manager, Panasonic UK, Rod is an audience engagement visionary who has an exacting audience to engage. In Panasonic he notes simply that he has found “a brand that we can actually work with.” For his part David Bonney feels that he has discovered a big and transparent partnership that “breaks the mould of how charities and brand partners can engage.”

Photography Project Whilst many headlines surround the technological wizardry of the Upton House ‘Banking for Victory’ WWII exhibition (details below), the Photography project with LUMIX, which partners with 300 properties, offers a subtle multi-tiered set of connections that show a clear strategy using content creation and legacy as well as giving visitors hands on experiences. A new content network launched with training taking place in April, whereby National Trust staff from all over England, Wales and Northern Island can apply for a Panasonic camera (a wearable camera, a camcorder or a still camera) and take footage, from still photographs to real-time video capture, for use across both organisations’ social feeds and promotional materials. This is an ongoing project that involves all levels of staff across the National Trust - from masons to shepherds and there are many examples of how access to this kind of technology is helping National Trust to better tell its story, share expertise on niche specialties such as conservation and caring for rare wildlife, and train staff

Summer 2015

wartime bank. This unique project opened on the 26th March and runs for two years. Over 80 volunteers and staff at Upton have worked tirelessly during the past eight months to convert 12 rooms at the historic home into a compelling picture of what life was like for the bank staff as war raged around the world. One of the most striking recreations can be found in the Long Gallery where a row of office desks complete with heavy black typewriters are lined up in perfect order, and visitors can sit at a desk and tap out their names on the typewriter as if they have actually travelled back in time. From getting involved with volunteers knitting and sewing period patterns to enjoying wartime dishes in the cafe, there’s a lot of 1940’s nostalgia on offer. Panasonic helps bring this heartfelt story to life with high resolution projection and display technologies that

help visitors to imagine what it would have been like to live and work at the property during the war: • Visitors can feel what it would have felt like the moment Neville Chamberlain announced Britain was at war with Germany thanks to Panasonic’s ultrashort-throw lens, which enables large-scale projection onto the dining room ceiling from a very short distance. • Back projection through the mothballed fabric of Lady Bearsted’s four-poster bed adds atmosphere to her wartime story, and this technique is also used to animate the story of Lord Bearsted’s work in the Special Operations Executive. • In the long gallery an interactive touch screen will bring to life the stories of what M. Samuel & Co was doing for the war effort. And it’s also Panasonic projection and display technology that powers the wartime cinema.

An Ongoing Partnership It is the size, duration and potential scale of the partnership that really intrigues. Events coming into the pipeline include ‘bioblitzing’ on the Trusts 775 miles of coast. Bioblitzing will involve engaging members of the public with surveying and recording biodiversity using Panasonic cameras and kit. The national reach, demographic and regional targeting and the high potential spend of the Trust audience offers a lot for the brand to report back with whilst the flexibility of both partners and the estates that they own mean that creative imagination can be harnessed from one project toanother. It looks a very compelling partnership that could evolve and progress continually.

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