Brand Experience Creative Award LIVE sees sails prevail

The Brand Experience Creative Award LIVE commended sails over sales in a live judging marketing industry first staged at UBM’s IOEX exhibition yesterday.

The winner of the inaugural Creative LIVE award was a sail in cinema produced with panache at Cowes Week by agency RPM for the distinctive whisky brand Talisker.

The sail in cinema, which was integrated online and off by RPM saw sailors sharing their real and imagined stories of the sea. The entry expertly met the award criteria that sought out marketing success and results driven by a client and agency team that committed to a big creative idea.

The campaign was a winner out of four campaigns presented live to the audience. The finalist campaigns had already won their way through from a starting list of 34 entries.

iD Experiential and Fruit Shoot were runners up, taking second place in the verdict of both judges and audience. The Fruit Shoot campaign was reliant on creative and engaging staffing and this was cleverly demonstrated to the live audience by bring a brand ambassador from the campaign to the judging in order to show his engaging prowess.

The winning Talisker campaign had also been the highest scored by judges and readers of fieldmarketing.com in competition rounds prior to the final.

Third and fourth place in the final were taken by Sledge with innocent and Ignite with Vodafone. Both of these entrants showcased campaigns that have already seen Brand Experience success in FM&BE 2011.

The Creative LIVE award was judged live by four judges, Chris Witte, head of marketing, Kingspan, Liz Forte, marketing manager, global comsumer products, Starbucks, Kate Knight, senior brand manager gifting and Christmas, Kraft and Penny Humphrey, head of retail and experiential, Electronic Arts.

All four judges declared themselves impressed with the four finalists. Kate Knight commented “It has been a challenging process, but above all it has been enjoyable to see new exposure for the high standards that the industry is capable of.”

Award’s host Frank Wainwright commented: “The amount of openness has been a revelation. All 34 entrants, all four finalists and all four judges have put themselves into a rare situation where results, business dynamics and award judgement has all been put on display. I owe a debt of gratitude to all of those people for supporting this idea and also to the organisers at UBM who understood the we wanted to do something less traditional in their Seminar facility.”

Entrants, judges and the audience later celebrated the award with a networking party at Zero Sette sponsored by Mobile Technik, an event that rubber stamped the event’s ambition to get more people actively engaged in converstaion about the best in brand experience and experiential marketing.