FMBE Awards 2021: Most Effective Tactical Marketing Campaign (Service-Led)

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BRONZE REL Field Marketing – Illva Saronno

The agency and client has been a regular success story at FMBE, in particular in the Tactical (ROI) category for its annual desire to win over the shoppers for Christmas cheer with its celebration drinks including Disaronno and Tia Maria.

This year saw the entry move from ROI to Service-Led as the activity did not share the ROI insight of previous years.

The judges were still able to witness an impressive undertaking and a testimonial that underlined the people values at REL Field Marketing, from Alistair Pummery, Business Account Manager, Illva Saronno.

“We were very impressed with the level of professionalism and flexibility by which REL operated, within 2 weeks of our sign off there were field agents merchandising our products on shelf. The timing of the activity was at the height of the COVID pandemic in the lead up to Christmas, our final approval was based on our confidence that the tactical staff working on behalf of our brands was that every precaution to stay safe was taken, the reassurance and subsequent actions echoed REL’s recent wins in it being a great place to work. The results that came through showed a record high number of merchandised bottles on shelf, helping drive sales and supporting store staff.”

SILVER ENERGY – Dettol

What brand do you trust to be there when you need safety reassurance?

Winning brand allegiance for hand san requires a bit of balanced marketing – overplay it and it will look like profiteering from COVID, underplay it and miss the moment.

Energy’s clean and simple help-yourself sampling stations in stations put Dettol’s product into the hands that needed it most in the place where it was most likely to be appreciated – and with just enough human interaction to keep it real.

The entry read: “Partnering with Transport for London allowed us to become a trusted part of every commuters journey, delivering free hand sanitisers to help keep infection rates down. Within a few weeks we had helped to take the campaign too similar commuter stations in France, Belgium and other European countries. Ensuring that our aim of keeping everyone a little bit safer was available for as many people as possible.”

Judges found the creative both accountable and credible.

GOLD Logobrand – Henkel

It is rare that any campaign meets the category requirements with such assurance as this logistics-led winner which saw the Logobrand field team undertake a full replan of the Adhesives category across the entire Homebase estate of 134 stores, co-ordinating as they did so with shopper marketing agency Live & Breathe who were installing bespoke POS, sandwiched between Logobrand’s clear out and restock visits.

An impressively agile team dealt with COVID and campaign reschedules and staff swaps on the fly delivering the work accurately, on time and on budget.