The Brand Experience Awards Creative Award LIVE Pool 5
This is online Pool 5 of the 2012 Brand Experience LIVE award, an award which culminates in a LIVE final in front of 4 judges at the IOEX exhibition 8th March.
How this competition works
Just 4 finalists will emerge to be chosen from 5 ‘pools’ There are 35 campaign entrants, 6-7 in each pool. 5 semi-finalists will be chosen by a judge’s score in combination with our visitor poll whilst a 6th semi-finalist will be the highest judge’s score not to win a pool. A panel of 25 independent expert judges are engaged for aiding the online process. Registered site visitors can also vote for their favourite campaigns using a Poll on this site (if you are not logged in it won’t appear). The six semi-finalists will then be given further consideration by the judges before the 4 finalists are announced on this site on 28th February.
Pool contenders have been selected randomly. Online voting will be open for the same amount of time for each pool.
Pool 5 is open Wednesday 22nd February 12 noon (GMT) – Friday 24th February 19.00 (GMT). For each entry there is a video or slideshow presentation and text that outlines 3 steps: The Brand Challenge, The Big Creative Idea and Why it Worked.
Pool 5 – Contenders
A Little Bird with Glaceau vitaminwater video
Sports Vision with Burn video
Adept with Mortal Kombat video
Concerto Live with Crusha video
iris with PlayStation UK video
Kommando with Scottish Government video
A Little Bird with Glaceau vitaminwater
The Brand Challenge: With sales reaching a plateau and an increasing number of competitors in the ‘functional still’ category, our challenge was to re-engage our 18-24 year market with the brand, bringing to life the vitaminwater philosophy and establishing a clear point of difference.
Our brief was to create a platform for the summer that could be amplified across multiple media channels, specifically social media.
Engaging with a tech savvy and information-saturated audience we needed to deliver a unique one-to-one consumer experience that cut through the clutter of a busy brand environment, bringing to life vitaminwater “Only Better” in true Glaceau style.
The Creative Big Idea: A picture tells a thousand words and reaches a thousand friends. The phenomenon of instant photo sharing inspired the ‘Memory Makers’ – a rebranded New York cab with a secret photobooth and a colourful branded photobooth. Targeting UK festivals loved by our core consumers, we created a vibrant and branded sociable experience that delivered instant gratification with a printed picture and an instantly shareable post on Facebook through the vitaminwater Facebook page.
Supporting the campaign, festival goers got 5 minutes of festival fame every day through London’s Underground Digital Panels.
Why It Worked: The experience appealed to the outgoing, fun and youthful audience that like to socialise, share and show off…just a little bit.
The brand came to life through a stream of friendly festival goers, generating their exuberance and energy with picture-led sharing on the facebook newsfeeds.
- A distribution of 1.09million samples over the 2011 campaign, including the 35 festival days
- Near to 17,000 photos generated
- Approximately 10,000 Facebook ‘likes’
- 370,000 page impressions
By inviting the right consumer to join us in their own relaxed and playful environment, they absolutely relished in engaging with the brand and the spontaneous experience on offer.
The Brand Challenge: This was the first foray into action sports events for Burn on a pan European level. The challenge was to integrate the brand into a heritage event, the Air&Style at the Bergisel stadium in Innsbruck Austria. This is one of the most high profile snowboard events on the TTR world tour with the highest 6 star rating. How would we make a mark in an event that was crowded with core brands with legacy, and the world’s best athletes?
The Creative Big Idea: The energy market is a crowded place, and the big idea was to come up with a positioning that would differentiate Burn from the competitors. Burn took the position of being the ‘creative’ brand as opposed to a podium finisher, or bad boy. It wasn’t about trying to be the biggest or the best, but about the small touches, the flare and character. Be it through the team riders selected, or through the activation. Everything needed to have creativity at it’s core.
Why it Worked: Coming into an a crowded sports industry as a non core brand (i.e. hardwear, technical clothing) it was always going to be a challenge to earn credibility and cut through against competitors. Through brand positioning and community marketing at events and through choosing specific athletes that represented pure creativity the brand made waves in the industry and amongst fans. The Air&Style was a beacon and starting block for this activation. 15,000 avid core consumers witnessed the brand positioning through key touch points that added value to the event. A new side event the penultimate night before the event, a creative obstacle on the course, and bringing athletes to the event, that fans wouldn’t necessarily associate with contests. A first was delivered on the event screens in the form of a snowboarding film entirely filmed at night to amplify the creative stand point. A film was also created around the experience of one of the team riders at the event.
The Brand Challenge:For the Mortal Kombat 9 release in April 2011, Warner Bros Interactive required a launch that would be sufficiently engaging and disruptive to grab the attention of mainstream media and the public in OOH environments including public space, shopping centres, gaming events while also driving traffic to retail partner GAME. Despite the size of the market Adept had a very small budget of £10,000 to deliver this live campaign. With Mortal Kombat 9 being an 18+ game it was not possible to take the actual game or play game clips in public space.
The Creative Big Idea: Adept’s approach was to create the MK Sign Spinners, bringing the US street advertising medium of sign spinning to the UK for the first time. Adept created special Mortal Kombat signage and worked with the team of spinners to encompass some of the signature moves from the MK game. This routine entertained consumers at live events and key retail locations during launch week 15th – 22nd April 2011. To encourage media interest in advance of the launch, we filmed a routine and the footage was circulated to media outlets two weeks ahead of the launch and seeded as a viral film to run across blogs and social networks. Launch week started with Spinning at the Gadget Show driving traffic to the Warner Bros stand. Over the next five days we conducted guerrilla activity in various London locations, planned performances at selected retail sites and MK Spin classes for journalists at TV and radio stations.
Why it Worked: The MK Sign Spinners became a story that attracted national media attention. Coverage included appearances on ITV’s Daybreak Cool before school slot, BBC Radio 4’s Loose Ends, TalkSport, a feature in the Evening Standard and coverage by FHM and Loaded plus extensive web reporting. By providing a unique concept in an original way we connected with people in many environments. The calculated PR value to Warner Bros Interactive Media of the MK Sign Spinners was over 2,300%* return on investment. During launch week, Mortal Kombat hit no. 2 in the UK Interactive Entertainment chart and remained in the top 20 for the next six weeks – a significant achievement for a new version of an established console game.
*Mortal Kombat PR report
The Brand Challenge: 2009 – 2011 saw lots of developments for our client Crusha; a re-brand, new packaging, new flavours, the birth of Errol the Cat and a new TV campaign. Our challenge was to align Crusha as the most innovative and exciting milk based drink in the UK for the whole family. For sharing, creating, devising and drinking to become an ‘experience’ not just a ‘pour and drink’ We were to communicate ‘Mischievous Mixology’ to the milk based consumer market and beyond whilst building a brand personality that brought to mind the following buzz words; ‘fun, maverick, crazy, flavours, sharing , experiential and heritage’.
The Creative Big Idea: Professor Mixology’s Mischievous Adventure.
Introducing Professor Mixology – creator of the Crusha flavours. He’s sending his lab on a tour in search of a new generation of mixologists. Lab areas where kids can mix their own milkshakes, create new recipes (using other Silver Spoon products!), have fun and make a mess! A central milkshake bar where adults can take a break from their shopping and be treated to a delicious milkshake. All wrapped up in a gorgeous, colourful retro design that nods to the brand’s heritage and provides a platform to educate and reinforce brand messages. A life-sized (and extremely mischievous!) Errol the cat to attract the younger audience, embody the brand, extend the reach with sampling and encourage data capture and social ‘sharing’ through competition scratch cards.
Why It Worked: The striking pop-up laboratory come retro milkshake bar was an immediate draw and the opportunity for our mixologists to introduce Crusha’s heritage as the UK’s first ‘mix it yourself’ milkshake. Errol was a massive hit, thousands joined his VIP Crusha Cru online and shared their photos on social networks whilst even more submitted their details to enter competitions.
Top-line project stats:
- Shopping centre and family festival tour Event Dates: 6 weekends throughout July, August, September 2011
- Over 30,000 milkshakes created
- Over 1 million shoppers walked past the Crusha bar in the last 6 weeks
- 200 free bottles of Crusha handed out as prizes
- Over 5000 new pieces of opted in data capture
- Over 1000 Crusha cru members using the new VIP area
- 2000 miles covered by the bar in 6 weeks
- 3 tonnes of silver spoon baking products including sprinkles and chocolate mixed into the milkshakes
- And the client said… “Professor Mixology’s Mischievous Adventure experiential tour was the perfect solution to our detailed brief.” Brand Manager, Crusha
The Brand Challenge: Corporate, branded activity within the festival environment is difficult to pull off. The organisers won’t stand for it and punters turn their noses up at any brand that gets it wrong. So how could we create an on-site brand experience for SingStar that didn’t try too hard, encouraged participation and stood out in a cluttered environment? Specifically: Create a standout PS3 SingStar experience at a number of Festivals to capture the Social Gamers audience and encourage participation. Utilise a 30mx30m site space, and take advantage of its position at each festival, ensuring maximum footfall / interaction Maintain consistency and integrate with the wider ‘Sing For Your Summer’ campaign
The Creative Big Idea: A bespoke stand-alone venue called ‘Cocktails & Dreams’ that would be located at key festivals, known for their party-loving crowd – Glastonbury, Camp Bestival and Bestival. Disguised behind a mysterious façade of muted palm trees, Miami mixed a touch of Magaluf, and added a retractable roof to make the most of the English summer… all with SingStar & PlayStation at the heart of the experience. During the day punters had the tools to create their own fun – a Havana Club cocktail bar, chill-out spaces, bespoke banquette seating with built-in SingStar kits, private SingStar booths complete with dress-up boxes & a live stage for the really brave. Once the sun set each night things really kicked off, with themed house parties hosted by the infamous Cuban Brothers and special guest appearances from a host of past stars, including Vanilla Ice, Belinda Carlisle, Limahl from Kajagoogoo, Katrina (but without ‘The Waves’), T’Pau and Bucks Fizz, all belting out their very own SingStar hits. Outside of peak hours, house DJs and a comedy host worked the crowd, ensuring that the party never stopped. The backstage hospitality area hosted numerous VIPs, giving them a chance to relax away from the masses. A cocktail bar and SingStar setup meant that they could unwind, whilst enabling PlayStation to boost press coverage from each of the activations.
Why it worked: The Stats (3 festivals):
- Over 107,000 party-goers through the door
- Over 3,500 individuals sampling the product
- 447 main stage performances from the general public
- 9 famous SingStar performances from legends
- Every evening experienced non-stop queues to get inside. Private booths and sampling areas never went empty, and the bar had a continuous turn-over.
- Celebrity attendees included Kate Moss, Jamie Hince, Lily Allen, Mick Jones, Emma Watson, Kelly Osbourne, Jameila Jameel, Henry Holland, Pixie Geldof, Alexa Chung, Jaime Winstone, Kele, Nick Grimshaw, Will Young, Billie Piper, Plan B, The XX’s, Samantha Morton and Jade Jagger.
- Glastonbury Festival coverage inc. over 50 branded pieces of editorial including The Sun, The Daily Star, The Mirror, News of the World, Daily Star Sunday, Sunday Mirror, Sunday People, Evening Standard, Sunday Times Style, Grazia, Heat, BBC, Daily Telegraph, Vogue, thesun.co.uk, dailystar.co.uk, mirror.co.uk, notw.co.uk, heatworld.com, graziadaily.co.uk •OTS (print only): 18,031,208 •PR Value (print only): £513,061.50 •ROI (print only): 13:1
- Example quote: NME:”However, the hot show of the night seemed to be taking place out in the Fantasy Field. The PlayStation SingStar Cocktails And Dreams Lounge played host to a surprise show from Vanilla Ice. The rapper performed his cult classic ‘Ice Ice Baby’ alongside previewing new material from his comeback record ‘W.T.F’”
The Brand Challenge: Under the theme “Better City, Better Life” The Scottish Government, VisitScotland and Scottish Development International in partnership with the British Council came to Kommando for help in representing the best that Scotland has to offer at the Shanghai World Expo (In the UK Pavilion).
Kommando were asked to promote Scotland as a distinct, vibrant and technologically advanced nation at the UK Pavilion, Shanghai World Expo. Kommando assisted The Scottish Government in their efforts to attract potential tourists and business prospects from the Chinese community. To connect with the target audience in this tech-savvy nation we knew we needed to go beyond traditional methods: We created a technologically led experiential marketing and social media/online campaign. Although the Expo ran from May – October, our team were only present for one week, so we needed a strategy that would amplify the message beyond the event.
The Creative Big Idea: Kommando created a stir using Scottish and Chinese native brand ambassadors and exclusive Kommando technologies – NomadiX Screenwalkers and PixAngels Photo Marketing. Using Mandarin speaking Scottish brand ambassadors Kommando engaged with the Chinese community, sharing their experiences of Scotland and distributing free Scottish themed promotional gifts. Brand ambassadors wore Chinese tartan uniforms created by Scottish designer Joyce Young. NomadiX Screenwalkers added a visual aspect by playing out video content of scenic Scottish images and a cartoon animation produced especially for the World Expo. Visitors photographed by the PixAngels received a free Scottish themed (text in Chinese) frame with their individual photograph. Each frame had a tear off data-capture strip to collect names and addresses and these were retained for future marketing initiatives. A unique online gallery (Chinese language) was built allowing the user to view, download, share by e-card and seed their photograph to social networking sites (including a Chinese website), each with the Scottish frame embedded in the image – this ensured amplification beyond the immediate event and increased the reach. They could also visit and join in an online world-wide ceilidh, providing the opportunity for data-capture. The team not only engaged with visitors to the UK Pavilion site, but also offsite at First Minister Alex Salmond’s reception – an invite only event designed to build business to business relations between Scotland and Chinese diplomats/business leaders.
Why It Worked: A cultural gathering of 200 world-wide countries brought together in a 5 mile event ground, The UK Pavilion attracted over 40,000 daily visitors alone and was awarded the prize of Top Pavillion.
- 5,000 Branded merchandise distributed
- 2,180 PixAngels photographs taken/data-capture strips completed
- 18,000 Estimated Interactions & 114,000 Estimated Impressions (NomadiX and brand ambassadors)
- Huge PR generation with the photograph of PixAngels, Nomadix and brand Ambassadors standing with First Minister Alex Salmond.
- Mass interest and positive feedback from visitors with many queuing for over two hours to get their photograph taken.
- Testimonial: “Kommando’s innovative and creative use of the latest technology gave Expo visitors a fantastic flavor of Scotland’s vibrant culture and heritage.” (Alex Salmond, First Minister, SNP).