FMBE Awards 2021: Most Immersive Event (Controlled Audience)

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.

This was a fabulous competition that saw three events with very different backgrounds rise to the top.

BRONZE Logobrand – Jacobs Douwe Egbert

This virtual conference was ‘for judges’ eyes only’. Our judges commented that this entry clearly showed a new area of overlapping skills between field marketing and brand experience agencies as this online event gave participants a detailed immersion into the multiple brands represented.

SILVER 2Heads – Playtech

This pre-lockdown event reminded our judges how competitive the exhibition and indoor event space is for brands seeking attention and showed how an expert experiential agency could use a variety of techniques to help one brand dominate an event with true engagement.

GOLD TRO – BMW

It is hard to remember a year when TRO did not make off with at least one FMBE gold and this award entry was regarded as typical of this agency/brand combination in terms of professional delivery, commitment and evaluation.

The event was hosted in an airport hangar during an October 2020 COVID window, with a date when the government threw in a 30-person limit curveball just beforehand.

The event was multi car/brand, again a necessity of COVID. BMW 4 Series, 5 Series, MINI Countryman and latest hybrid models were shown in a single event to select invited automotive, fleet, lifestyle media and influencers. An outdoor space was added last minute to make sure that if more than 30 people were there at any time, they had a place to hang out in.

With the hanger divided into four zones, media and influencers enjoyed test drives and track laps as well as socially distanced networking, catering and content creation opportunities.