Top 5 Campaigns: February 2017

08 Mar

 

Each month we search far and wide for the most innovative and unique experiential campaigns. Today we’re continuing what looks to be a great year for experiential, taking a look at five unique campaigns from February 2017.

As always, we share our favourite campaigns with the community in the hope of providing inspiration, fascination or perhaps just an excuse for procrastination.

 

Top 5 Campaigns: February 2017

Bumble X London Eye: Valentine’s Day

 

The Aim

Create an engaging, romantic experience for Bumble users on the most romantic day of the year.

 

What They Did

In celebration of Valentine’s Day, dating app Bumble offered 20 lucky men and women the chance to find true love… suspended 100 metres over the River Thames. No this isn’t the return of Fear Factor, Bumble teamed up the London Eye to give the visitors a 30-minute dating experience, complete with Pommery Brut Royal Champagne, set to the backdrop of the capitol’s iconic skyline.

 

Why We Like It

With the dating app market becoming increasingly saturated, itfinely crafted like bumble, who find creative ways to differentiate, that will stand out from the noise. Taking advantage of the most romantic day of the year, with an astute partnership to provide a breath-taking scene, Bumble demonstrated a deep understanding of romance, matchmaking and dating in one fell swoop.

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Gillette Proshield VR Experience

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The Aim

To create an engaging experience to launch their new Proshield razor.

 

What They Did

Launched on February 15, Procter & Gamble teamed up with BCXM Australia and Austella VR to launch its new Gillette razor in style. The brand created an in-store VR roller-coaster ride which gives viewers an up-close view of just how close their shave can get. Up to 40 experiences were live at any one time in a campaign which visited Coles stores and pharmacies across Australia.

 

Why We Like It

For us, this campaign is a great example of moulding technology to convey the core messages of the brand. Too often marketers become obsessed with using the latest tech and gadgets, without first stopping to think how it will represent their brand’s USPs. P&G found a way to disrupt, what is for many, an uninvolved FMCG purchase decision, using an engaging VR campaign.

 

 

Android Village MWC17

 

 

The Aim

To build on an already successful series of activations, immersing visitors in the Android brand.

 

What They Did

For their installation at GSMA Mobile World Congress, Google created the Android Global Village, containing 15 unique experiences, to give visitors an insight into their cutting edge Android technology. The 212 x 6-metre area featured a Google Daydream VR experience, A smoothie bar, a phone charging station and more, with a chance to collect 87 different pins, designed by BrandFuel, for some cool prizes.

 

Why We Like It

This installation fully immersed visitors in the Android brand, everything from umbrellas to cushions to the buildings themselves featured the iconic mobile character. Aiming to display the brand’s core values of inclusivity, playfulness and embracing difference amongst peers Android really pulled out all the stops in what has become an annual activation for them.

It’s always good to see big name brands not resting on past glories, endeavouring to produce bigger and better campaigns, and the Android Global Village exemplifies this perfectly.

 

 

Breitling Jet Simulator

 

 

The Aim

Promote the launch of Breitling’s new Westfield Stratford City store.

 

What They Did

Running from 23rd-24th February at Westfield Stratford City, Breitling’s Jet Simulator campaign celebrated the launch of their new store by inviting visitors into the cockpit. Breitling’s jet simulator is world renowned for its fully immersive experience, and guests who recorded the fastest times were entered into a prize draw to win a Breitling Pilots Pack.

 

Why We Like It

This is another example of a brand using VR to convey the values at its core. Firstly, the Jet Simulator is a highly advanced piece of kit, reflecting  Breitling’s reputation for well-engineering, finely-crafted timepieces.

Furthermore, whilst the luxury watch brand has always been synonymous with aeronautical time-keeping, bringing flight into their in-store experience they draw crowds who wouldn’t normally visit shops with such a premium price-tag. This not only increases awareness, but also word-of-mouth promotion due to the unusual, engaging and fun experience provided.

 

 

Cadbury Crème Egg Spotters Hide Bus

 

 

The Aim

Actively engage parents and children by disrupting their natural setting.

 

What They Did

As part of their recent surge of experiential activities, Cadbury started their Crème Egg Spotters Hide Bus tour this February. The world renowned chocolate brand, in partnership with Sainsbury’s, has created a branded bus tour visiting supermarkets throughout the south-east. The “Hide bus” features an onboard café distributing crème egg samples, as well as a host of games aimed at engaging parents and children alike.

 

Why We Like It

The Crème Egg Spotters Hide Bus tour is but one component of Cadbury’s current experiential activities. This campaign, in particular, demonstrates a finely targeted campaign utilising a smart partnership to gain unique access to target consumers. With regard to their experiential activities on the whole, Cadbury has made an explosive start to 2017, with their Crème Egg Hunters’ Lodge, and a 3-year sponsorship of the Premier League which is set to involve events and brand activations. Watch this space!


 

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