FMBE Awards 2023: Most Effective Retail Experience
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Our second category (B) and it was a compelling one with plenty of variety
GOLD – Link Communication – Kohinoor
The gold winner went forwards to compete for Campaign of the Year after presenting a comprehensive justification of sampling and instore engagement, one that left no one in any doubt about the returns on investment and engagement.
For the agency this win represents a return to the winner’s enclosure in a category where they have been a dominant force for several years of FMBE Awards now.
The entry was extremely complete giving the two-phase strategy for this hot food sampling truck, the budget, the creative, the shopper’s emotional connection, the immediate sales uplift and the sustained sales success measured at 261% increase in units sold several weeks after the sampling promotion. In doing so they have changed shopper habits by making shoppers now more likely to visit the World Foods aisle.
Nice touches included the offer of free meals to store staff whilst on the tour, and the neat presentation using eco containers when presenting tray-based samples to shoppers.
SILVER Blue Square – Pure Electric
Judges loved this fantastic story that saw a British brand enabled to get great traction in France and Spain whilst remaining compliant with the regulatory environment in those countries.
Blue Square’s retail expertise was partnered with SiG Europe’s localised knowledge and this combined to make an extremely successful performance in store with shoppers who remain sceptical about E-Scooters.
The entry showed the value of this partnership charting the product demonstration success and giving our judges the sales conversion success rates, as well as testimonial from the client that praised the team’s “more meaningful interactions” with customers that have escalated the brand’s potential.
BRONZE – Energy – Louis Vuitton
Louis Vuitton’s Harrods takeover, using the store inside and out to showcase the collaboration with artist Yayoi Kusama, ‘The Princess of Polka Dots’ was an extraordinary groundbreaking success. In this entry judges were asked to assess, exclusively, the exterior work of Energy’s skyline and projection mapping. It was a wonderful piece of creative that with the benefit of hindsight would have been nice to see in the Creative category. This was impressive and noteworthy work that proves the buoyancy of the luxury goods sector and showed very accomplished ability to match high expectations for a ‘must see’ brief from Energy.
BRONZE G2 Marketing – Hisense
The Category A winner impressed again in this category.
