SMP and Femfresh win Experiential Best
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SMP’s provision of executive toilets at festivals for women in need of V.i.Pee treatment won the Experiential-led category at the MAA’s best awards. The campaign was also the Merit selection (runner up) in the Best of the Best award.
Whilst the creative strategy is not a new one in experiential marketing, the Best award judges admired the campaign for its strategy, sensitive messaging and targeting.
Initials Experience and Naked won the Merit award for their event that brought fun and competitive surfing to the business heart of the City of London.
Brand experience marketing was also a central tenet other winners on the night including Life Agency’s win with Nivea in the Strategic category for a campaign entitled ‘A Million Moments of Closeness’.
Best Integrated was won by Exposure with Bulmers, with a campaign that included a notable roadshow.
These latter three campaigns all saw their live events mystery shopped by Fieldmarketing.com reporters last year:
