FMBE Awards – Most Effective Roadshow and Shopping Centre

Sponsored by: experientialspace.co.uk by SpaceandPeople

The SpaceandPeople Group is the leading destination media specialist placing experiential activity into a wide range of venues throughout the UK on a weekly basis. Our new website www.experientialspace.co.uk allows brands and agencies the opportunity to browse a wide array of promotional spaces, both internal and external, throughout the UK. The platform enables users to browse and select different venues before speaking to the in-house SpaceandPeople brand experience team.

BRONZE MKTG – Nivea Sun and CRUK

The Sun Safety Tour impressed everyone with its thorough professionalism. The tour activated nationally in proximity to Boots stores using towns, parks and beaches to reach holidaymakers in Britain in a year when Britain was the destination for nearly everyone.

The tour was hosted in an ice cream van, although its desserts were sorbets and ice lollies in keeping with CCUK’s desire to offer healthy giveaways .

• 36locations across 8 weeks June to August
  • 43,300 sun cream samples
  • 18,823refreshing desserts enjoyed
  • Over 1,150 hours of face-to-face consumer engagement…equivalent to 48 days!
  • 4,272 face-to-face interactions

SILVER Promohire – Apetito

This was a fascinating case study because the mobile kitchen roadshow format solved a business critical issue for Apetito.

Apetito partners with care homes across the UK and is the leading meals provider for elderly people living in care homes, who can no longer cook for themselves. Before Covid, Apetito’s sales team would promote its meals and menus by booking visits to the homes and offering staff and residents a “tasting experience” in order to bring the quality and breadth of meals alive for prospective customers as well as visiting existing clients to offer them samples of the latest menu additions.

Apetito’s chefs would serve a variety of meals, using the care home’s own kitchen facilities.  The food-sampling visits were always central to Apetito’s approach, and residents enjoyed having the opportunity to try out Apetito’s latest creations.

Then came the challenge – Covid.  Care homes were particularly affected by the pandemic, and strict rules were introduced swiftly to keep residents safe. Apetito’s business model ground to a halt – with the country in lockdown its sales team could not present the meals to care homes in the tried and tested way.  And, the impact of Covid meant that care homes were facing immense challenges in catering for their residents – including turbulence in the supply chain, in labour markets, and in delivering consistent, and safe meals.  Apetito’s services had never been in such high demand.

It was time to think creatively. Apetito’s marketing team needed a fast solution that would overcome the restrictions imposed so suddenly by Lockdown and enable them to continue showcasing its meals to the care home sector, but in a safe environment and without physically entering a care home to secure new contracts.  Without direct engagement, it would be virtually impossible to nurture brand loyalty amongst existing customers and win new business.

This long roadshow has been successful enough in securing new sales as to be now ongoing. In its first 12 months it visited 170 care homes.

GOLD Hopper with Elevate Staffing  – Affinity Water

It is hard to win this category with a cause related campaign when sales and sales influence is not a KPI. But this activity, a giant touring bathtub designed to spark conversations about saving water neatly evidenced its claims and convinced our judges that the messaging had been successful.

The touring bath tub  – 125 times bigger than a normal bath – was always going to be reliant on excellent brand ambassadors to bring the messaging to life and agency Hopper understandably shared the plaudits with Elevate Staffing who had been such an integral part in the success.

Judges also likes the  way in which tour locations  – all towns where Affinity Water is the supplier – were used to drive press interest. Local news teams reinforced campaign messaging. For instance,

“The show stopping bath tub in Harrow Town Centre was commissioned by local water supplier Affinity Water… after figures that show local residents are using 21.4% more than the national average. Despite this, new research reveals more than half (59%) believe they use less than the national average”

Alex Wilson, Strategist SOS: Save Our Streams said: “We asked Hopper to develop a roadshow to increase awareness of the SOS campaign, and our data shows that were enormously successful in achieving these objectives. Our post-campaign representative survey of customers also shows clear secondary benefits, with large number of customers who saw the roadshow changing their water wasting behaviours.”