FMBE Awards 2023: Most Effective Use of Digital/Technology
Posted by
GOLD Strata – Peugeot
Strata’s second gold in as many years at FMBE, and this time it was with Peugeot.
This was one of two campaigns that were in these finals that made successful use of London’s Outernet venue. Of the two, this campaign carried the day for its further use of technological engagement during an immersive experience called The Cube. As this category merits the use of technology over and above innovation for the sake of it, this campaign stood out for its in depth accountability and social outcome.
At the centre of the experience was the car, the Peugeot Inception, a concept embodying the future, through technological innovation, artificial intelligence/autonomy and carbon neutral design.
The Cube
Strata designed a wholly immersive photography experience inside a mobile, re-usable branded unit allowing the user to create bespoke content through both photography and video. Inside the Cube, the user was surrounded by branded LED technology, location specific video ensuring relevance to each local community and allowing for a differentiation of content captured throughout the roadshow and dynamic lighting. Strata also created branded prismatic mirrors which allowed for unique interpretations for creating moments. Each user was offered a phone photography masterclass delivered by one of the Peugeot photography influencers allowing users to come away from the experience with a new skill, utilising the technology on their smart phones.
The Outernet
The powerful engagement was built into the LED screens at the venue and given a playful edge with a Peugeot lion to interact with.
Further technology enabled the brand to understand its audience and their movements as sensors were used to capture and document interactions, enabling the event team to monitor dwell time, conversions, and engagements.
Peugeot UK witnessed a substantial increase of over 2,000 followers during the event. Ther entry also gave a detailed breakdown of the multiple opportunities to engage with the event via press, PR, influencer and social channels.
SILVER We Are Collider – Red Bull
The fiercely competitive Valorant Esports championship tour ‘Red Bull Home Ground’ took place in Victoria Warehouse, Manchester. We Are Collider integrated the entire player and viewer experience (In Real Life and online) into the Valorant game lore.
Through spatial planning, set design, lighting design and creative consideration across the entire visitor journey, the team transformed the venue into a Valorant training centre.
Radianite is a currency used to purchase upgrades to weapon skins and unlock variants within Valorant. So, we created a Radianite depository within the venue.
We created a Mess Hall where you could eat agent themed food like Bilgewater Burgers, alongside trained actors dressed as agents.
An Officers Mess consisted of 8 state-of-the-art training rooms for the teams. A front-of-house TV Studio on the venue balcony was built for presenters, dual-caster positions (English and German) and analytics. Utilising cloud-based software, an API integration with the game allowed the event team to collate and display real-time graphics, overlaying the camera feeds, meaning the audience could see in-game data as the tournament evolved. This data was integrated into the broadcast narrative, giving analysts a wealth of talking points.
Extensive lighting design and projection mapping helped authentically create an in-game environment within the venue.
BRONZE Blue Square – Samsung
Samsung’s digital training studio is a resource that underpins handset campaigns for the brand ensuring fully trained consistency across multiple Samsung teams.
In this entry the focus was the Galaxy S22 handset, and the entry showed how the studio is used for virtual and hybrid events connecting with brand communicators at different locations, from Elite brand ambassadors to call centre teams based in India.
A detailed and information packed entry paper lefty no one in any doubt about the important role this studio has at the heart of Samsung’s strategy.
BRONZE Experience 12 – Star Trek, Paramount+
The Outernet provide the sound and vision immersive space for the VIP guests of this sound and vision entertainment product. As such it had to deliver on quality in order to meet some high expectations.
Furthermore, a cutting-edge AI photobooth was deployed both for event guests and, on the following day, public visitors to the experience. The technology takes 3 images, creates a model of the user and produces a unique, stylised output based on relevant imagery the AI has been ‘fed’. The software generates 12 images, providing each guest with a suite of unique environments and costumes from which to choose their favourite. This tech-rich and unique photobooth was the final flourish to an event rich with instagrammable moments.
