When brands ask for a big and bold experience, what is it that they are looking to disrupt? This year's shortlist for the Event Awards Best Disruptive Campaign reveals an increased competitor landscape - particularly for consumer goods as brands seek to boost customer loyalty and build product profile.
For Anchor Cheddar, the core need was to build product awareness that made taste the hero and prompted trial. Whynot! Thinkpeople created the Save the Cheese Sandwich Campaign with an experiential tour including guerilla sampling and a bold PR stunt, projecting a 50ft ‘'The Cheese Sandwich Needs You' logo onto ten iconic landmarks across London such as The Houses of Parliament.
Yet behind this, the campaign was based on a commissioned YouGov study on cheddar consumption and lunchtime habits. The Anchor Cheddar double-decker tour bus visited 102 locations in 90 consecutive days with its ambassadors armed with megaphones and placards, encouraging people to sign a petition via iPads to "Save The Cheese Sandwich".
HeyHuman was given an Oreo sampling brief and wanted to recreate the moment of joy that cookie chomping produces. Working with a transformation theme, mundane commuter staircases were converted in to Wonderfilled Rainbow slides – with an Oreo at the end of the rainbow.
Encouraging UK consumers to reach for the Golden Oreo as a snack, against the backdrop of healthy eating trends and a growing need to lower sugar intake meant that the product had to be placed in people’s hands. Creating a snapshot of joy on an otherwise mundane moment of a morning journey to work rewarded commuters with a moment of joy and the product itself. More than 55,000 cookies were given away across four days with over 50% of footfall in the area stopping to sample.
And when it comes to placing a product directly in consumers hands, creating an edible billboard certainly gives a campaign a sense of immediacy. MKTG created the activation for Nakd, with consumers invited to 'Find Your Fave' at the billboard on Westfield London's Southern Terrace. The brand wanted to introduce new consumers to their products and more than 41,960 Nakd products were sampled across seven days. To increase interaction, on-the-spot prizes were distributed on a daily basis to participating consumers.
Beyond the consumer goods sector, Produce UK were tasked with delivering a creative solution for campaign community 38 Degrees around the anti-corruption summit to highlight the existance of tax havens and dodgers and to provide an online engagement opportunity for the community. The agency chose three iconic London backdrops including the Houses of Parliament and created a flashmob moment, with a dance troupe performing a new version of 'You've Got to Pick a Pocket or Two' taking on the #artfultaxdodgers. The video reached more than 1.8 million Facebook users.
And moving effortlessly from tax-dodging to dinosaurs, the final shortlisted campaign was created by Premier for the launch of the DVD release of Jurassic World for Universal Pictures. Inspired by the film's enormous aquatic dinosaur, Premier's stunt team created the illusion the mosasaurus was bursting from The Thames, feeding on a great white shark on the end of a fishing line with an installation built in the middle of the night and unveiled for a sunrise media photo call.
It was followed by three lifesize raptors in an interactive installation based on their enclosure in the film, which travelled around the country, giving fans the chance to 'Make a Pratt of Yourself', by putting them in the position of Chris Pratt's character and engaging via social media. The press coverage secured an overall audience reach of 17 million and PR value of over £1,500,000, while ‘Make a Pratt of Yourself’ reached 2million via social channels.
Winners will be announced at this year’s Event Awards on 13th October 2016 at London’s Eventim Apollo.