1.
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.

2.
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
• We now consume over 5 times the amount of information we did 20 years ago
• We see over 3000 brand messages a day, but how many do we remember?
• This information overload has increased our impatience – 50% of UK say they
have become less willing to wait in the last 5 years

3.
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.

4.
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.

5.
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.

6.
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.

7.
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
• One of the most successful activations
at last year’s SXSW festival
• Users tweeted their location to Mophie
and a St Bernard dog would arrive to
their location with a portable battery
charger
• Satisfied a real need state – low battery
at festivals

8.
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
• Volvic’s Tough Mudder presence last
year gained massive cut through
• Participants gladly welcomed their
volcano style hot tub at the end of the
event
• It satisfied a genuine need state and
was contextually relevant
• Whilst both of these activations satisfied
a need state, their novelty also was a
driver of their success

9.
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
• Novelty and exclusivity were both
important factors for Cornetto’s
sampling campaign last year
• Uber users could simply log into the app
and request a cornetto to be delivered
to their location
• The stunt was massively oversubscribed
with the majority of people missing out
• It generated far more media coverage
than any regular sampling activity

10.
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
• Allowing the user to interact with the
experience using their own device
decreases barriers to participation
• Mc Donald’s OOH activation also worked
in this way, allowing users to participate
in a game of pong on an interactive
billboard using their devices
• This helped to create a smooth
experience that people could glide
through

11.
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.
• Oreo’s recent activation took the glide
premise quite literally
• By transforming staircases to slides,
Oreo injected the mundane commute
with wonder and fun
• The beauty of this campaign was in its
simplicity as it required very little effort
from the participant but still remained a
memorable experience

12.
© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.© Copyright 2014 Closer To Limited trading as Closer. All rights reserved.