FMBE Awards – Most Immersive Campaign (Mass Consumer)
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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.
GOLD – The Producers – Lego
It was the first gold a glittering evening for agency The Producers and this entry was a monument to consistency, client relationships, creative planning and a brand that was determined to sustain its experiential credentials – even if there might be a curtailed Christmas window open for its ambitions.
The hybrid experience was able to continue online even after Tier 3 restrictions limited the physical event at Covent Garden to just two weeks.
Judges witnessed a very connected solution that nevertheless was led by a physical experience that focused on joy and indulged families with an event which encouraged dwell time.
The entry read:
At the heart of the activity was our interactive virtual treasure hunt, a gamified experience that prompted families to hunt for LEGO Santa’s hidden in nine of the installations. This increased dwell time and encouraged families to take in the detail and complexity of our epic LEGO builds. We worked closely with 360-degree image capture platform Matterport, to map the space and creatively produce a fun and interactive journey through the physical installation in Covent Garden.
To drive mass reach, in collaboration with Hoopla, our integrated team captured a short intro to the virtual experience and seeded this on video platforms through clickable ads with a call to action to drive to the full experience.
The campaign directly engaged with 19,480 families exploring the physical and digital experience + 94% up on the KPI target.
