FMBE Awards 2023: Most Effective Roadshow or Shopping Centre Campaign
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About the £25,000
SpaceandPeople and valued space provider Network Rail combined forces to surprise and delight the winner of this category with a £25,000 award to use space at Network Rail. The award, and cheque, was presented to Blue Square by SpaceandPeople’s head of brand, Andrew Bodwick.
GOLD Blue Square – Samsung
This effectiveness category saw rave reviews from FMBE judges this year with four clear front runners emerging from a competitive pack.
The gold winner was certainly an effectiveness piece – with creativity sidelined in favour of letting the product – and the brand ambassadors – do the talking.
Judges almost universally called the campaign ‘solid’ and noted it delivered fantastic results. The true standout of this roadshow was how comprehensive and universal it was.
The Samsung Galaxy Z Flip4 and Galaxy Z Fold4 were certainly products that caused intrigue and drew praise from one judge for its determination to put handsets into the hands of a wide audience by using a mix of traditional and non-traditional locations.
There were 55 locations in total, selected for the brand by Blue Square using Facebook Analytics and their own data insight. A targeted 53,000 interactions was more than trebled by the 8-week tour, with 71% of those spending 10-30 mins interacting with the phones. The campaign saw a positive sales uplift vs. Samsung’s foldable launch at the same time the previous year, a high 85.57% Net Promoter Score and boosted Samsung’s data with reports on each location and the most effective times of day.
SILVER The Producers – Lego
Arguably Lego Friends Hangouts delivered even better results than Samsung, though in this case the event was a four day half term blitz at Birmingham’s Bullring.
The event was notably polished and suitably upbeat.
One judge favourited the campaign saying: “I love this! Great project with a fantastic execution. This was done in a very integrated way.”
The entry clearly showed how The Producers had combined forces with other agencies to deliver many layers of results including social reach through influencers.
It was an inventive and joyous campaign that certainly saw sales success in the immediate vicinity of the activity: There was a sales increase of 622% of Lego Friends bedroom sets week-on-week at the Lego Store in The Bullring Centre.
BRONZE Circle – Costa
Bronze, it seems, is the colour for coffee in the roadshow category with both Costa and De’Longhi generating praise from our judges, though neither getting quite the same support across the board as the gold and silver winners.
The Costa campaign saw sampling and photography meet in an apres-ski themed promotion of the brand’s gingerbread variant using Trinity Leeds and Bluewater Shopping Centre for its two locations.
The promotion also showcased bright and colourful skiwear from OOSC.
Fantastic results were driven by over 158,000 engagements.
BRONZE TRO – De’Longhi
For De’Longhi the desire to show consumers coffee shop quality was possible at home saw TRO anchor a multi city roadshow using a branded pop-up trailer.
The tour covered 7 cities and 11 locations including Brighton seafront, Trafffod Centre and Dublin’s Taste exhibition.
It was a fairly ambitious reach for a brand that had not invested significantly in brand experience before, and our judges hoped that the positive results would see De’Longhi adding more to the mix in the future when building on this undoubted success.
