Top 5 Experiential Campaigns: March 2017

04 Apr

 

Each month we search far and wide for the most innovative and unique experiential campaigns. 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: March 2017

 

1. Nike – AirMax Day

 

The Aim

To work with aspiring creatives in celebration of one of the brand’s most iconic shoes.

 

What They Did

Collaborating with agencies XYZ and Hotel to create ‘The Studio’, an educational space for creatives.

Over 650 people visited the studio to learn about music production, photography and interactive design. Design workshops were mentored by illustrator Alice Stewart and video artist Natalia Stuyk; photography was led by Joseph Hayes and Olly Burn; whilst Radar Radio ran music production workshops featuring guest mentors throughout.

All the work produced by visitors was inspired by a combination of the new VapourMax and the history of the brand.

 

Why We Like It

This campaign features in the list as it demonstrates a brand for whom innovation is a core value, and in many ways, a necessity, investing in the nation’s creative future by giving aspiring artists, producers and photographers a chance to learn from mentors who are at the highest level of their craft.

Nike did a spectacular job of providing incredible value to those who visited whilst maintaining strong ties to the AirMax brand throughout.

 

2. Corona – Casa Corona

 

 

The Aim

Create an activation to compliment the World Surfing League Snapper Bay leg.

 

What They Did

Partnering with creative agency MC Creative, Corona created “Casa Corona”, located next to the Quicksilver and Roxy Pro competition at the Gold Coast Snapper Bay leg of the World Surfing League this March.

The activation featured a café serving ice cold beers and Mexican foods, however, the greatest feature of this campaign was the 12 hand-shaped, custom surfboards, created by designers Neal Purchase Jnr, Dead Kooks, Morning of the Earth Surfboards, and Ben McTavish, giving a truly unique touch to the campaign.

 

Why We Like It

What makes this campaign so special is 100% the custom surfboards, Corona have demonstrated an acute understand that those who enjoy watching surfing probably also enjoy surfing and that giving them a chance to do so on some of the most expensive, most finely-crafted boards in the world, at the WSL is a once in a lifetime opportunity they will never forget.

 

3. Cadbury – Enchanted Maze

 

The Aim

Create a nationwide campaign using easter as the theme.

 

What They Did

This campaign formed part of Cadbury’s Great British Easter Egg Hunt, taking place at over 300 locations nationwide this March.

For the activation, Cadbury created a 2metre-high maze on London’s Southbank for parents and children to search for hidden chocolate eggs.

Alongside the maze, the activation featured several activity stations including mask-making and egg-painting, as well as a special guest appearance from the Easter Bunny himself.

 

Why We Like It

It seems like every week we’re mentioning one of Cadbury’s experiential campaigns, I promise they aren’t paying us! These campaigns consistently show a firm understanding of effective targeting, creating experiences that are perfect for their target audience. For this campaign, in particular, Cadbury showed a great understanding of the potential of pester-power, demonstrating that the route to the parent’s wallet is via the child’s heart (in the least creepy way possible).

For this campaign in particular, Cadbury showed a great understanding of the potential of pester-power, demonstrating that the route to the parent’s wallet is via the child’s heart (in the least creepy way possible).

 

4. Nescafé – Nap Café

 

The Aim

To partner with France Bed Co. for a joint brand activation on World Sleep Day.

 

What They Did

Partnering with Japanese bed manufacturer France Bed Co.,  Nescafé converted their Harajuku outlet store into the “Nap Café”, featuring 10 top of the range reclining beds for guests to relax in. The premise of this activation was, visitors could nap for up to two hours, with a choice of relaxing music and lighting, as well as a cup of coffee both before (decaff obviously) and after to send them back into the world raring to go!

The premise of this activation was, visitors could nap for up to two hours, with a choice of relaxing music and lighting, as well as a cup of coffee both before (decaff obviously) and after to send them back into the world raring to go!

 

Why We Like It

We like this campaign because of the unlikely partnership it represents. Potentially the last thing anyone would associate with World Sleep Day is coffee. However, Nescafé’s effective use of partnership meant France Bed Co. are responsible for the experience, whilst Nescafé is provided at intervals. This subtle product placement is perfect as it is completely unexpected, but, it’s the last thing visitors experience when they leave, having already been “softened up” by a nap on a hi-tech, extreme comfort bed.

However, Nescafé’s effective use of partnership meant France Bed Co. are responsible for the experience, whilst Nescafé is provided at intervals. This subtle product placement is perfect as it is completely unexpected, but, it’s the last thing visitors experience when they leave, having already been “softened up” by a nap on a hi-tech, extreme comfort bed.

 

5. GAP – Customisation Pop Up

 

The Aim

To give visitors a modern experience of the brand that also celebrates its heritage.

 

What They Did

Devised in conjunction with agency YR Live, this pop-up experience took place on the 18th and 19th March in London’s Covent Garden. The activation allowed visitors to customise GAP’s extensive cottonwear range with a selection of 90’s slogans, including: ‘What’s the 411’, ‘Chill Pill’ and ‘Whatever’; whilst simultaneously appealing to noughties kids with phrases like: ‘Obvs’, ‘I Can’t Even’, ‘Sorry-Not-Sorry’ and ‘Basic’. GAP even provided a selection of colourways, including jet black and rainbow.

The activation allowed visitors to customise GAP’s extensive cottonwear range with a selection of 90’s slogans, including: ‘What’s the 411’, ‘Chill Pill’ and ‘Whatever’; whilst simultaneously appealing to noughties kids with phrases like: ‘Obvs’, ‘I Can’t Even’, ‘Sorry-Not-Sorry’ and ‘Basic’. GAP even provided a selection of colourways, including jet black and rainbow.

 

Why We Like It

We love campaigns that celebrate the history and culture of a brand, this is no exception. GAP recognised that many customers associate their brand with 90’s fashion and effectively capitalised on this sense of nostalgia with the 90’s slogans. However, by including noughties phrases they expanded their potential reach to a demographic who may less knowledge of the brand, but appreciate personalisation, thereby forging a “crossover relationship” between the 90’s brand and the noughties kids.

However, by including noughties phrases they expanded their potential reach to a demographic who may less knowledge of the brand, but appreciate personalisation, thereby forging a “crossover relationship” between the 90’s brand and the noughties kids.


 

If these campaigns from March 2017 have inspired you to get experiential with your brand, why not contact us today, we can talk experiential, promotional staff or simply have an initial chat. We look forward to hearing from you!