Hue Robertson

June-July’s Best Engagement Campaigns

Our Planning and Concept department offered up some quirky campaigns that caught their eye. As they’ll show you through the examples below, it’s not always the most complex of ideas that are the most effective when it comes to consumer engagement

Stella Artois is teaming up with theatrical ensemble Punchdrunk to promote Stella Artois Black. The campaign is called ‘Black Diamond’; a slice of immersive theatre that takes elements from cinematic genres and replicates them in a physical setting, turning the audience into active participants. The storyline weaves a sophisticated tale of love, desire and deception as it recreates a slice of 1960’s Paris in the heart of London.

To promote good fair-trade bananas at supermarkets, Ogilvy Auckland decided to use a new technology: the audio-spotlight. It emits a narrow high frequency that can only be heard by one person standing on a specific area. This gave people the illusion their conscience was speaking to them, guiding them to buy fair trade.

Glacéau Vitaminwater is to take two custom-built photo booths, one a New York taxi, to summer festivals. The photo booths will offer consumers the chance to have their photos taken as well as the chance to have their face appear on digital screens. They can also post photo booth images from the festivals onto their Facebook page, to share the experience with friends.

Pop Tarts is unveiling a series of events over the coming months under its ‘Front Row’experiences banner, which combines music, art, sport and fashion. A total of eight events are lined up, as a place to discover new music and sweet acts, from art and fashion, surfing and biking, to filling and frosting. Sand sculpting teams are also on hand turning the beaches into branded PopTarts sand sculptures.

  • David Lane

    Really enjoyed this blog, there were a lot of points in this that rang true for me.

    In fact, it inspired me to pick up my keyboard and type my own blog on the subject. My very first!!

    http://blog.uk.ges.com/2013/06/07/exhibition-marketing-3-steps-to-sustainable-marketing/

  • Oliver Richardson

    110% agree
    When I go to events or visit trade show stands, I need information on products I’m interested in immediately and when I say immediately I really do mean right-this-second, on my blackberry and not within ‘2 weeks’ as I had last week from a very well known corporate I was mystery shopping.

    The last thing I want to do is carry a bag of brochures around a trade show all day and most importantly the exhibitor has no way of knowing who they gave the brochure too and no way of following up the sales leads, not to mention the environmental black marks you get for effectively printing brouchures and sending them to landfill.

    ecoxpress.eu has gone someway to providing a solution but yes Micheal, we agree, digital will overcome print in the event environment, its just a question of how quickly we accept apps like ecoXpress and others to do the job for us.

  • Paul Richardson

    Yes! The ‘brochure’ is dead. But as we become increasingly swamped with inbound e-marketing, there is something refreshingly engaging about a piece of innovative and creative direct mail. Something that causes an emotional response which, in turn, stimulates the desire to explore more information online, and is also retained for its own interest. The brochure is dead, long live creative mailings and engaging online content.