FMBE Awards 2020 – Guide to the Finalists, Cat I, Immersive Events (Mass Consumer)

FMBE 2020 – guide to the finalists

Category I: Immersive Events (Mass Consumer)

This year the awards are being presented in online broadcast interviews with the finalists. The result of this category will be presented and revealed online in discussion with the finalists on Friday 29th January from 13.35  to 14.00, and broadcast on Facebook Live at

What we love about the category

This is always one of the most popular categories to enter that shows of the big experiential events – the ones that really capture the attention of consumers with long dwell times and absorbing journeys. This year was a big and tight battle between the final five that took a lot of judging debate to resolve that brough judges back to 2019 with socially undistanced events of unbridled joy.

What our judges love about this year’s finalists

2Heads – Airbus

Brave, focused and refreshing were some of the words we saw in praise of this total embrace of a gaming audience by the aircraft engineering HR team at Airbus.


A dwell time masterclass that used technology and human storytelling to make consumers stop and take in a complex array of brand messages.

MKTG – Coca-Cola Energy

Two cities united by the passion that Coca-Cola engenders, but with added Energy. This was a big and confident 2019 event that we looked back upon longingly from the socially distanced judging chambre.

N2O – Superdrug

A health and beauty brand extravaganza that championed 15 different supplier brands and made an impact with direct attendees and influencer fans.

The Producers – Lego

An event at the Savoy for Lego, Christmas (2019-20), and a detailed ‘12 days’ themed brand event that made the toy the hero of the season of celebration – with an event that amplified each point of engagement.

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