Here’s a look back at the agencies and brands that rocked the 2016 FMBE Awards and celebrate their winning campaigns in this week’s throwback Thursday.
Outsourced Sales Performance of the Year
Channel Assist’s work with Panasonic was a unanimous winner for this category. The feedback and testimonials for the instore training for Panasonic Viera, from both the marketing Director and the Managing Director, impressed the judges and secured the gold. The client sung the praises for Channel Assist and with a 13.2 per cent share increase in John Lewis and 7.6 increase in Dixons, the stats speak for themselves.
ODM also impressed in this category, winning silver with work promoting Virgin Atlantic’s credit cards in the airport lounge. ODM’s ability to deliver results within the rules impress every year that we see them at FMBE – the agency is a true standard bearer in the financial services sector.
Most Effective Instore Marketing (engaging shoppers)
Showing superb effectiveness, Karcher gave Gekko a daily target of 20 meaningful engagements (of two minutes or more) in each covered store, the results saw 42,675 shoppers engaged with, and blew the KPI’s out of the water with an average of 33 engagements a day.
Meanwhile in silver we saw the beginnings of a golden partnership between PrettyGreen and Pandora, creating shopper excitement via engaging in store theatre. The pairing would go on to win gold as well in 2017.
Most effective sponsorship activation (music and film)
Fusion’s work with Renault drove impressive social media interactions and impressive footfall at The Big Feastival. The partnership saw 162 qualified sales leads over the three-day event. Also worth a mention is Vision Nine’s Snowbombing takeover with Three. The phone brand ensured brits felt at home at the festival with patriotic backdrops for photos and 6,500 pieces of branded merchandise distributed ensure Three’s hashtag was the most successful promotion of its kind in the history of the festival.
The category was also notable for the emergence of FreemanXP as an award winning force in our sector, with the teams first award entry – with Vodafone – bagging a silver.
Most Effective Shopping Center/ Roadshow and Most immersive Event Mass Consumer
A double gold win for PrettyGreen and Lego in these categories, The Imagination Factory is everything an effective immersive experience ought to be. The Tour built on the brands heritage and loyal fan base and impressed judges with its ROI. 99% of attendees expressed intent to buy, a 29% increase vs. the control group, and the hour-long experience was delivered to a far higher standard than seen in previous year’s lego tours.
Most immersive event (B2E/Training)
Brand brewery brought the DHL brand to life and motivated over 3,200 employees from over 40 countries during a weekend. The DHL Eurocup saw the teams from each country competing in a football and cheerleading tournament throughout the event. DHL’s employees were the back bone of the Eurocup festival, photographers, entertainers and performers were scouted from the business to bring the event to life. A staggering 94% of attendees agreed that the DHL cup made them feel valued as an employee.
Brand Brewery’s success edged out Undercurrent, whose top performances with Samsung have gone on to greater and greater success with each new handset.
Most Effective Interruptive Experience
iD’s work with Cornetto treated 16-25 year olds to free a cinematic screening before the curtain fell away to reveal real life actors and sampling of Cornetto’s Tear and Share treats. The campaign highlighted the effectiveness of a surprise and delight campaign, which resulted in over 6.3 million shares on social media, and the brilliant supporting materials awarded the campaign a cool gold.
Most Effective Integration/Amplification
Agency Initials has a high hit rate for gold at FMBE and this year they showed why getting the event right helped Jeep to drive content digitally with very cohesive creative leading to 4000 dealer referrals.
Creative Campaign of the Year
Momentum Worldwide and Xbox’s ‘Survival of the Grittiest’ real life competition saw competitors on a billboard in a last one standing type showdown during a London winter night. The winner survived a gruelling 22 hours, with weather conditions amplified and dictated by online public vote. 3.5 million views on the specially created website in one day is a phenomenal statistic, and over 22,000 ‘weather selection’ votes were cast by viewers. The billboard had an average dwell time of 8 minutes compared to the usual dwell time of 8 seconds for an OOH campaign.
Most Effective Stand/Display
The category was a break through year for big production pieces that were as well-justified in terms of spend and investment as they were elaborate and innovative. Circle and PlayStation and Avantgarde with Honda stole the top two places, with stands that were interactive, immersive and accountable. Both agencies have established long-term relations with these two global brands.
Most Effective Product Launch (BE and FM)
In Brand Experience, Momentum’s billboard that won the creative category, won again here holding off a magical launch event by Lodestar for the Fiat 500X that featured a stunning reveal by magician Dynamo.
In Field Marketing, Warburtons were winners with one of the best FM entries we have ever seen, launching Giant Crumpets successfully into store without eroding sales of the normal size product. The silver winners, Tactical Solutions with Stir Your Senses and The PRL In-Market Solutions’ launch of Hophouse 13 for Diageo were also best in class. These three may have been the top 3 FM product launches ever seen at FMBE.
FMBE had to wait a while before getting to see agency Space’s piggy racing CheltenHAM epic for Coral and the much-accoladed content piece duly won a very deserving gold.
Special Award: Sports Campaign of the Decade
drp and Sainsbury’s won this hard fought contest with the campaign that in 2012 that helped London’s Paralympic stars to breakthrough in the public’s imagination. The sustained interest in Paralympic sports is a true part of the legacy of this piece.
Experiential Brand of the Year
This special award was won by Kingstone Press and Banana Kick showing the story of how this challenger brand in cider has taken ownership of Rugby League from grass roots to elite sport and Tough Mudder’s post event epic celebrations.
Professional Agency Team
A first outing for this award and the pace was duly set with an immaculate and detailed entry that showed exactly why McCurrach is such a trusted and growing force in FM.