We take a look back at 2014, we didn’t do nearly as well in the World Cup but our FM and BE teams took home their own trophies.
In honour of Harry Kane’s blinder of a Hat Trick we will kick off by looking back at Circle Agency, who scored three FMBE golds in 2014.
Most Effective Creative Sampling – MaxiNutrition
This highly creative campaign saw sampling, actors and an IT production studio combine at a shopping centre to turn unsuspecting consumers into immediate poster boys for the brand.
Judges liked the interruptive elements of the campaign which created a fully immersive consumer journey. Josh Murphy, Brand Manager, MaxiNutrition Protein commented: “The experiential activation anchored our entire campaign and allowed us to easily tell the brand story via all of our other channels. It was an approach we had not taken before but it is certainly something we plan to repeat – the results speak for themselves.”
Most effective product launch of relaunch
Circle secured a gold with their brilliant Relish activation. Circle deployed a strong team of ambassadors, all of whom were licenced to drive the branded scooters and travel around London in convoys of two, installing Relish when called to action. When not on the scooter, the fully trained BA’s helped to host Relish’s pop-up WiFi business meetings and events. Relish promises to deliver installation of the product within 24 hours, this campaign, and the top team of BA’s scaled this down to three hours, hitting initial aggressive sales milestones three weeks earlier than planned.
Brand Experience Team of the Year
Circle agency proved that with their diverse range of campaigns and clients they possess versatility and innovation and were a clear winner of this accolade.
Sense also had a successful year impressing judges with a wide array of campaigns.
Sense and Glaceau Vitamin Water delivered sample packs to creative types who were targeted to reinforce the drinks standing as a ‘brain sustainer.’ The multi-faceted campaign resulted in 1.5 million social media impressions and in impressive 400,000 meaningful samples of the product and winning the Innovation in Action accolade.
Sense also triumphed with their creative sampling for Twinings. Their intelligent targeting saw a trio of innovative teabags, along with printed collateral, delivered to predominantly female executives, boasting impressive results.
Also impressive judges with creative sampling were PrettyGreen. The team used unsuspecting plain brown packaging to hone in on Cadbury’s surprise and delight concept that the brand are now famous for. PrettyGreen delivered the partnership between Dairy Milk, Ritz and Lu to creatively deliver a campaign which was both memorable and successful.
iD Agency are definitely worth a mention for their Bronze award for Most Effective Instore Demonstration.
Brand ambassadors were set multiple objectives and delivered the goods for Heston Blumenthal endorsed kitchen appliance brand, Sage. Both sales and brand awareness were delivered intelligently across 30 premium department stores over 4,000 live days resulting in 7.2 million in product sales.
Most Effective Low-budget Campaign.
Independent Events’ work was regarded as an exceptionally good quality entry by FMBE judges. The road safety educational piece proved that alow budget campaign can have high impact, and the judges all agreed that every pound had been spent wisely.