The results are incredibly varied, yet all reveal an increased sense of competition and a need to deliver tangible returns.
Itch Experience founder Mike White
In the past five months Itch has gone through a transformation by moving office, rebranding and bringing content in-house. This has allowed us to win three new pieces of business consecutively, one of which has been Les Mills, where we created a 2,000-capacity Fitness Festival at Excel. To take our experience within music and festivals and help create a fitness festival just shows how people’s passions have evolved. We have also won three brand content briefs, one of which is for global content.
Circle Agency founder and managing director Claire Stokes
Our woodland lodge that we created and toured for Dorset Cereals was a great example of how to use trial to overcome preconceived ideas and, via personalisation of the experience/sample, successfully convert consumers who would never have considered the product previously. It was a lovely experience that truly represented the ethos of the brand, which was one of our goals, but the real value was in the increase in sales generated across the whole product range as a result.
I am really proud of our work on the PlayStation School’s Cup – a grassroots football initiative that reaches more than 100,000 UK students. The work that we do here is really important, both for the boys and girls who get to take part, but also for the brand, which over the three years that we have been working on the tour has really cemented its association with football. As a result, this has driven awareness and loyalty in an authentic, genuine way, within an incredibly important market for the brand.
RPM founding partner and CEO Hugh Robertson
I’m hugely proud of our work with Heineken and the Rugby World Cup – we genuinely delivered value-added experiences for the fans, as well as delivering commercial value for the business. I would also draw attention to our broader creative work, for Paddy Power with the Sepp Blatter ad and Ikano Bank, as an example of the agency’s creative prowess and recognition beyond experiential.
Pretty Green joint MD Jessica Hargreaves
The work that Pretty Green has been most excited about is when we create complete experiences from the technical production to live theatre. Building and staffing an event is not enough, it’s the theatre that really drives engagement, and now our PrettyFly live theatrical offering has really started to complement all our work, from sampling campaigns for 9Bar to larger installations for John Lewis, Lego and the Rugby World Cup.
George P. Johnson experience marketing managing director Jason Megson
We’ve delivered a lot of excellent work for our clients over the past 12 months, across both current and new clients such as One Young World and Statoil. However, it’s the smaller, digitally powered experiences that we’ve produced for both Cisco and Mobile World Congress that have excited me the most because they are a testament to our investment in digital skills, talent and thinking.
World of Initials head of live engagement Rachel Bateman
The Jeep Batman v Superman campaign, with the launch of the Battle of the Renegades interactive film, not only provided great brand exposure, but also, more importantly, acted as a recruitment tool for live driving event ‘Mission Renegade’. It was an ambitious project for the agency, resulting in global roll-out in eight markets. It was a great showcase for our Live Engagement proposition intrinsically linking online and live.
The Mondelez - Cadbury Joynormous campaign was an on-pack promotion that we believe to be a first of its kind – one with a prize fund that consumers wouldn’t know the identity of unless they took part and won. Indeed, the prize fund was completely tailored to the winners and kept secret until the last possible moment, meaning that the element of surprise could be truly heightened. It provided more than a million entries and World of Initials activated the promotion, winner delivery and content creation, and supported the live PR stunt.
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