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Ontrac the best of experiential in 2010
- 1. The best experientialcampaigns of 2011 Ontrac Agency January 2011
- 2. INTRODUCTION In the last year there have been some truly incredible live experiential ideas executed across the world This short presentation highlights some of the most powerful, emotive, and successful ones We encourage you to look at the video links included here to get a real flavour of what‟s possible in the world of brand experience…
- 3. INTRODUCTION Everybody is talking about experiential marketing these days. From brand owners and their agencies to consumers themselves, there is a growing recognition that engaging brand experience is one of the most persuasive forms of marketing around Brands are realising that if they want to have more of a transitory relationship with consumers they need to talk „with‟ them not „at‟ them. Dialogue, not monologue is the key
- 4. EXPERIENTIAL Experiential marketing is a form of marketing that creates an emotional connection with a consumer. It‟s the actual customer experience with the product and service that resides in the customer‟s consciousness. Using one or more of the senses such as touch, taste, smell, sight and hearing – Experiential Marketing seeks to establish a touch point or connection with the customer - connections in the form of experiences that are personal, memorable, interactive and emotional in scope
- 5. INTRODUCTION Experiential works. We know that. The ability to involve individuals in a live, face-to-face brand engagement provides us, as marketers, with an unequalled opportunity to create a lasting impression Yet the marketing landscape is shifting so quickly that it‟s value can‟t be fully realised unless it is supported by other communication that will enhance, amplify and prolong
- 6. JOHNSON’S Johnsons billboard Adult skincarebrand Johnson‟s launched its first touchable, fully tactile billboard at Westfield Shopping center for 1 day Its team constructed the 20ft by 10ft „World of Softness‟ advert to promote its 24hour Moisture body lotion. It featured real-life models and was made with soft pink tones and materials to highlight brand credentials The Johnson's team invited shoppers to test the lotion for themselves and to appear alongside the models “We wanted to do something different to demonstrate our product to women. What better way of putting the product to the test than inviting women to feel the softness for themselves?” said Johnson‟s assistant brand manager, Beatriz Franco.
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- 8. VIMEO VIMEO Paris To markWorld Wide Water Day, BDDP created a unique and compelling story to capture the interest of the French general public. The agency devised a poster of a new kind, using directly water as media A wall of water was installed in the middle of the heart of Paris and delivered for a week the provoking message of the use of unsafe water and it‟s tragic consequences http://vimeo.com/10756110 We urge you to click on this link and watch this incredible campaign!
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- 10. H&M H&M flagship store WhenH&M launched a new flagship store in Amsterdam, they marked the special occasion with an aim to build some serious hype, they opened the store over three nights of projection mapping events, created by Muse Amsterdam The concept for the projection mapping installation was based around a huge red ribbon that wrapped around the building, as it untangled, it revealed virtual doll house where nothing was quite what it seemed. It lasts just over three minutes before fading away to reveal the flagship store http://adsoftheworld.com/media/ambient/hn3dprojectionmappinginthecitycentreinamsterdam
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- 12. VODAFONE All your matesin 1 place The first experiential campaign to use floor media in an entirely interactive way. A campaign called „All your mates in one place‟ was devised to launch Vodafone 360 the new mobile interface that brings all your contacts and social media into one place. Vodafone challenged people to see how many mates they could physically get into 1 place, whoever got the most mates in one place won £36,000. 1,450 circles were sprayed throughout the UK and huge red mats placed in targeted locations. To get the rules, entrants sent an SMS text to the text number on the circles and then sent back their photo of their attempt as an MMS. Forty million people were exposed to the campaign and over 10,000 took part. The winning entry? 135 people - and a donkey!
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- 14. NIKE GRID Nike Grid TheGrid is London, North, South East and West across 40 postcodes, the entirety is your gameboard The idea is to run from phone box to phone box, street by street across London to claim the most streets in just 24 hours. For each phone box “check in” you‟ll get points, and the more you run the more you get Nike have also taken more than a little inspiration from FourSquare by issuing “badges” for speed, endurance and stamina over the event, with the whole thing tracked and broadcast through Facebook http://www.nikegrid.com/rules
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- 16. T-MOBILE Dance Flashmob inLondon T-Mobile launched an advertising campaign with the aid of a flash mob dancing in London‟s Liverpool Street Station At 11.00 am, on Thursday 15th January, 350 dancers surprised commuters passing through the railway station The three minutes of synchronized dancing was captured on ten hidden television cameras, edited and premiered during an entire ad break in Celebrity Big Brother on Channel 4, at 9 pm on Friday 16th January, and sent virally to millions of people around the world http://www.youtube.com/watch?v=NB3NPNM4xgo
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- 18. ASICS ASICS New YorkMarathon Campaign The campaign centred around creating personalised supporter messages for loved ones in the race, which would be triggered with RFID tags, displaying the individual messages on massive LED screens as runners passed selected sensor checkpoints in the Marathon ASICS setup a campaign site dedicated to taking images, video, messages, texts, tweets and Facebook comments of support for runners in the event. They also setup live video booths at the event, allowing friends and family to record their personal message in style http://www.youtube.com/watch?v=SnrzClsOlyU
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- 20. MINI Virtual Mini Campaign Thegame challenges you to hunt, catch and escape with a virtual MINI in Stockholm using an iPhone app and your own two legs The catch is, you have to get within 50m of the virtual MINI to hit “Take The MINI Now” in the app before escaping as fast as possible, because anyone else who gets within 50m of you can instantly take the virtual MINI back! If you are the person holding the virtual MINI after 7 days of 24/7 gaming, you‟ll win a real MINI Countryman! http://www.youtube.com/watch?v=WMWu1h_6OfE
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- 22. HOYTS Hoyts Saw VII Hereis a freaky little experiential campaign recently created by Mitchells in Australia for the opening of SAW VII with Hoyts People could enter a SAW VII branded photobooth to watch the trailer (at their own risk!) and then get a free Halloween photo taken while still inside The catch was, that on the third flash, Jigsaw would appear from behind as part of their photo that was also shown instantly on screen to add a little excitement to the experience http://www.youtube.com/watch?v=vAtCJuRuSkk
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- 24. If you haven‟talready engaged in experiential marketing but would like to know how this growing marketing discipline can benefit your brand, please get in touch using the details at the end of this presentation, If you are still unconvinced that such compelling media can deliver a robust return, the following 2 slides aim to get you thinking about the ROI advantages of this medium…
- 25. EXPERIENTIAL MARKETING ROI Experientialengagement provides brands with an opportunity to interact with consumers in a substantive, meaningful way – providing depth of interaction, that allows for two-way dialogue. It frequently moves consumers through the purchase funnel very quickly, in relatively short order, sometimes in a single interaction, participants are moved from awareness to purchase And due to it‟s emotional engagement, has the power to form memories that impact future behaviour relative to the brand Perhaps though, it‟s most powerful impact comes from word of mouth advocacy and it‟s propensity to provide personal recommendations to others
- 26. EXPERIENTIAL MARKETING ROI Insimple terms, experiential marketing: - Allows more time to be spent with consumers - Requires less time to inspire action (purchase) - Leads to longer relationships and advocacy that pays off What many term the „time economics of experiential marketing‟ is basically about … spending more time with your customers, for less money!
- 27. WHO WE ARE Weare an integrated marketing agency with over 30 years experience. To us integration means combining marketing disciplines to create powerful, commercial campaigns that deliver ROI Experiential The experiential department create and deliver large-scale strategic experiential campaigns integrated with other media to maximise reach This includes: - Strategic live and digital planning - Experiential design, production and implementation - B2C & B2B event delivery - Sponsorship & ownership packages
- 28. WHO WE ARE Ourapproach: We believe that the best way to experience a product, service or brand is to engage and interact with it on and offline We specialize in the creation and delivery of memorable experiences, which resonate with consumers in relevant and meaningful ways and build positive responses that drive both sales and brand equity for our clients Services - Fully integrated brand experience - Sampling - Roadshows and events - Retail marketing - Shopping centre marketing services - Exhibitions, trade and consumer shows
- 29. CONTACT TO FIND OUT MORE ABOUT WHAT EXPERIENTIAL MARKETING CAN DO FOR YOUR BRAND, AND TO UNDERSTAND HOW TO AMPLIFY LIVE EVENTS THROUGH DIGITAL CHANNELS (ON-OFFLINE CAPABILITIES) GET IN TOUCH WITH KATE HORNBY AT ONTRAC Kate Hornby, Experiential Director e: kate.hornby@ontracagency.com t: 01275 850 900 m: 07595 738416 www.ontracagency.com