FMBE Awards 2023: Most Effective Integration/ Amplification
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GOLD The Producers – Not On The High Street
Going into a campaign armed with the strength of the agency group behind them, The Producers created the live aspect of this campaign that centred around NOTHS’ pop up FML store. Agencies PrettyGreen and What They Said also played vital roles in what was a great benchmark winner of this category.
It was, in many ways, a compelling brief, to overhaul NOTHS and make it break through to a younger generation, taking on competitor Etsy and winning the social media mindset.
The team struck upon gifting outside the usual pillars of event days and Christmas as a way to make the brand more relevant to under 35s. They would aim to make NOTHS the destination of choice to cheer up after things went wrong – relationship problems, shit interviews or bad hair days – that became defined as FML moments.
The FML store combined with talent – unlucky reality TV star Sam Thompson – Tik Tok creators and press to encourage interest in the FML edit online.
There were several big wins for the campaign including a 26% increase in Share of Voice during the campaign that stole a march vs Etsy.
The entry successfully accounted for the gains made from multiple touchpoints and via multiple chains of communication to give NOTHS an invigorating springboard and a new relevance to its targeted group.
SILVER Fusion – Nissan Formula E Racing
This event, previously seen in our immersive category was praised in both categories for its amplification results.
It was easy to see why this event delivered FOMO and talkability. With stylish Japanese dining in Covent Garden, the team created an elite event with spectacular touches. One judge commented: “a very stylish, premium, well-rounded experience.”
The event was supported with some very specific amplification. A collaboration with DJ and producer Eats Everything to create an electronic dance track sampling the sounds from the Nissan Formula E race garage. Coverage in 174 articles, reach of 38.75m.
Feeel TikTok dance – partnered with prominent influencers Brookie and Jessie to create a new social media dance to accompany the DJ Eats Everything track. Reach of 8.35m.
A projection stunt mid event also proved a major press draw.
Nissan’s global CEO and CFO was one of those with FOMO, flying over from Japan to see this event take place.
SILVER Hopper and Clarion Communications – Aldi
The paper for this one is confidential. The event, a wine dispensing billboard, can be found here:
BRONZE Hopper & Smarts Agency – World of Jumanji at Chessington World of Adventures
World of Jumanji was a new ride at Chessington. This neat, small scales activation drew relevant press coverage by placing emergency ear defenders in break and release boxes locally for anyone who felt aurally threatened by the screams of excitement that would be unleashed.
“Sorry – Surrey” was amplified as a story by multiple radio and media outlets including Good Morning Britain.
