FMBE winners 2022: Most Immersive Event (Mass Consumer)

Whilst bronze winner Strata and Polestar split the judges to broadly to win in this category, a gold and silver head-to-head battle emerged that was the closest at FMBE 2022. Award presented by Andrew Bodwick, SpaceandPeople. 

BRONZE Strata Creative – Polestar

This was challenging for our judges as the entry blended mass consumer events such as Goodwood and festival appearances with a carefully crafted invitational process. It was such a good campaign that several judges felt it was worthy of gold in this category, but others felt that the excellent results were most strongly driven through the controlled aspect. That proved to be the case, as it won undisputed gold for that type of immersive event.

BRONZE We Are Collider – Waitrose

This festival activation was seen as solid and successful by all of our judges. Bronze here would be the start of a very successful night for We Are Collider.

We Are Collider negotiated exclusive supermarket partnerships and prime site locations overlooking the main stage, in four festivals – Cambridge Club, Love Supreme, Cornbury and Standon Calling.

The experience consisted of a tasting kitchen, picnic samplers, BBQ demos and a tut tuk photo activation.

Stand visitor surveys resulted in a Net Promoter Score of 63.

SILVER The Circle Agency – Costa

Costa are building a reputation for local campaigning writ large, and this takeover of Birmingham was designed to extend the brand’s demographic popularity, focussing on millennials and Gen Z with a bright summer vibe.

Costa went after a frappe loving audience with musical playlists and performances, outdoor advertising, store makeovers, photo activations and roaming bike sampling. Even the famous Bullring bull was brought in on the act.

Some impressive data showed the targeting worked:

• 1,073,430 estimated footfall to the activation
• 70% of audience aged between 18-35 years old
• 70% of POD customers new to ‘ice’
• 35% of audience who sampled Costa Coffee’s RTD cans were new to them
• 90% of customers trying frappes were new to them

GOLD Backlash – Beauty Pie 

A twelve day pop up in Covent Garden was a new journey for growing brand Beauty Pie. Agency Backlash was entrusted with a business-critical experiential event as the brand made its first foray into brand experience marketing.

Beauty Pie is a paid membership brand where members are promised quality products that miss out middleman markups, coming direct to them from the warehouse, with huge saving vs RRP. Warehouse Dreams hung a loose hi vis and hard hat theme into the pop-up store to emphasise the main brand point of difference as curious shoppers were drawn in off the street by proactive brand ambassadors.

The pop-up store retailed 300 product lines as well as signing up new memberships.

Results data was for judge’s eyes only, suffice to say that judges found it hard to imagine that Beauty Pie would not want to pop-up again in the near future.