THE TING E K R A FIELD M PERIENCE D EX N A R B & 015 2 S D R AWA
Tailor made solutions across all retail channels:• tactical and strategic field teams
• real time reporting and photographs
• merchandising & replenishment
• POS placement & inventory checking
• mystery shopping and auditing
• staff training in store • sales teams
tactical solutions measurable success at every touch point winning distribution and compliance touching over 8 million consumers each year real time data/reporting advanced
THE DREAM TEAM Contact: Jayne Jones E: jayne.jones@sigeurope.com M: +44 (0) 7825 943 559 www.sigeurope.co.uk SERVICE INNOVATION GROUP UK Radius House 51 Clarendon Road Watford Herts WD17 1HP
Inspirational Tales
Judges 2015
To stand in front of the industry and introduce Michael Ventre on awards night was a genuine thrill. His ambitions are not small – to swim from New York to London and to eradicate world poverty. I’m sure he will complete his journey and I’m confident he will be able to look back on a huge sum of money being raised. The awards has staged some amazing performers through the years but even Brian Blessed, who presented FMBE in 2010, could not rival Michael for passion and heart. He is an exceptionally driven man and it was a great honour to welcome him onto our stage. In 2015, with further help from agency WeAreFearless we will follow Michaels story and hope to get him to speak more to us at an event we are planning (details TBC in the New Year). Michael’s story will inspire us for its human endeavour and we will also use it to discuss global events and sponsorship activation in a broader context. Inspirational stories are our theme for 2016 in FMBE magazine. Each cover will feature an extraordinary story that will inspire FMBE debate and discussion. As well as Michael we will have extraordinary achievers from the worlds of motorsport, dance and FMCG to interview and celebrate. For more clues into our plans get the forward features list from the magazine pages at www.fieldmarketing.com Of course the 2015 award judges have had quite privileged access to some wonderful stories in the shape of our award contenders and this publication exists to give you some insight into their deliberations. As you’ll see there are some exceptional stories to tell – and again it will be our mission to keep telling people about our brilliant gold, silver and bronze winners. Judges who have experience of judging other awards are typically impressed with our slow paced judging, cautious diligence and high standard of entry. We feel that getting judges who spend and influence spend in FMBE provides a virtuous circle of better entries, better authority, better winners and better recognition for the winners. We host several of the core judging sessions in the boardroom at Hammerson PLC, putting FMBE into a setting where sales and marketing insight should be more often seen – at the top table of a FTSE100 PLC. Here we have discussed the remarkable entries with hours of passionate and fiery debate. I’d like to take this chance to thank our entrants and judges for their exceptional commitment to telling and reading these inspirational tales – FMBE tales of sales and marketing creativity and logistical excellence.
Frank Wainwright Awards Director
(job title as per May 2015) Ahmed Mansour, Managing Partner - In Your Space & The Clear Idea Andrew Bodwick, A ccount Director - Brand Experience, SpaceandPeople Anthony Worssam, P roperty Director (In and Out of Store), dunnhumby Ben Reed, Head of Brand, The Silvertown Partnership Carl Criscione, Director, Equinox Design Carla Stockton Jones, Retail Director, Sky Chloe Couchman, Global Media Relations Director, Carlson Wagonlit Travel Chris Stone, Account Manager – Brand Partnerships, intu Dan Porter, Campaign Manager, Tesco Daniel Sauva, head of creative, TransferWise David Jones, Director – Field Force Planning – CACI Felix Verlade, Digital Leader and CRM strategy consultant Genevieve Neston – Performance Consultant Gillian Yorke, C ommercialisation Manager – Portfolio, Hammerson Graham Sampson, Client & Comercial, Hothouse IWG James Swain, Campaign Manager, Tesco John Pizzamiglia, L ead of Advertising Strategy, Transport for London Jonathan Pearn, 3 rd Party National Field Sales Manager, Mondelez Jonathan Pennington, Brand Director, Jabra Justin Ward, Director, JustProduction Kathy O’Neil. MD, O’Neil Consultancy Louise Stamper, Commercial Director, VIP Electronic Cigarettes Mark Jones, Head of Sales Development, Warburtons Matthew Zweck, Sponsorship Consultant Mike Price, Field Sales – Digital Measurement, Unilever Nick Williamson, Brand Consultant Phil Dorrell, Partner, Retail Remedy Ray Hampton, Procurement Consultant Richard Isom, Mall Retail and Brand Partnerships Manager, Land Securities Richard Roche, Managing Director, Roche Solutions Ru Barksfield, CEO, PayPer and Managing Director, Gruve Sean Reilly, Digital Marketing Manager, Watchfinder Solomon Rogers, MD, Rewind Stacey Knight, D irector of Futures and Content, JC Decaux Victoria Lowdon – Brand Consultant Winston Murray, Head of Experiential at Peppermint Bars & Events
2015 FM & BE AWARDS 1
CONTENTS
THE ETING K R A M FIELD RIENCE E P X E D & BRAN DS 2015 AWAR
4 At this year’s awards The Field Marketing Categories 8 Outsourced Sales 10 Instore Sampling & Instore Demonstration 12 Tactical Marketing & Field Data 14 Instore Marketing & Team of the Year The Brand Experience Awards 16 Sponsorship Activation & Roadshow/Shopping Centre Campaign 18 Integration/Amplification & Interruptive Experience 20 Immersive Events - Mass Consumer & By Invitation 24 Creative Team The FM & BE Awards 24 Stand/Display Unit 26 Small Scale/Local Campaign – Away from Store & At/near Store 27 Brand Ambassador - Consumer Facing 30 Brand Ambassador - Field Sales 31 Operational Success & New Agency 32 Product Launch - FM & BE 33 Staff Team & Connected Award 34 Creative Sampling & Innovative Campaign 36 Client Relationships – FM & BE 38 Brand Experience Agency of the Year 40 Field Marketing Agency of the Year
BLOODHOUND SCC
ailor made solutions across all retail channels:-
actical and strategic field teams
• real time reporting and photographs
merchandising & replenishment
• POS placement & inventory checking
mystery shopping and auditing
• staff training in store • sales teams
tactical solutions measurable success at every touch point winning distribution and compliance uching over 8 million consumers each year real time data/reporting advanced
Maximise Your Sales Potential With Our Award Winning Business Analytics Team Winning at retail stems from the management of detail. Channel Assist’s business analytics team drives performance across all of your field activities and provides valuable market insights to sharpen your competitive edge. Understanding what is happening at each point of sale will enable you to make informed decisions to support your sales growth strategy. To explore how we can help you achieve your sales goals contact us.
victoria@channelassist.co.uk www.channelassist.co.uk 01494 240 170
In 2015 Channel Assist won the SILVER Field Data Award at the FMBE Awards. In 2014 Channel Assist won the GOLD for New Agency of the Year & New Business Award at the FMBE Awards.
Russell Kane
AT THIS YEARS AWARDS
The comedy superstar gave an appropriately electric performance in his first night out since becoming a dad the week before. It was the night of 100 poses from the energetic stand up who gave us his own unique take on what it is to be British.
Keith Chegwin
Our voice of god for the night, a secret before we got started – was the unmistakeable Cheggers, whose chipper repartee kept everyone smiling.
Moustache Balancers
This trio of chaps offer so much more than balancing. They abounded with a blend of skills and jolly good bon homie all night, keeping up an energy and repartee that made it feel like there was a fulsome set of whiskers bristling around every corner.
This year’s theme, Electric Eclectics: Great British Eccentrics celebrated the creative vigour that allows Britain to put its unique stamp on global entertainment and advertising. Jolly chaps and chapesses abounded, flying the union jack – or in some
cases embodying the red white and blue. The evening opened with a splendid champers bracer with thanks to those very supportive shopper celebrants, Bluewater Shopping Centre.
2015 FM & BE AWARDS 4
Michael Ventre FMBE launched a series of inspiring stories for the year ahead with an astonishing preview – a pre-PR launch of Michael Ventre’s extraordinary ambition to swim from New York to London. Ventre’s exploits, supported by agency WeAreFearless, will be one of four incredible stories that FMBE Magazine will follow in 2016.
These balancers added a bit of extra sparkle to our welcome party
This juggler’s smooth moves were truly beguiling!
Martini Glass Performers
The Fairy Juggler The Organic Jam Carlo Rossi’s band combined DJ and musicians to bounce off the dancefloor vibe.
Avantgarde People
JGB
Our hosts and hostesses rewrote the rulebook on how exciting it is to watch paint dry. They were also charming, efficient, attentive to our guests and passionate about keeping the evening swinging. A wonderful team!
Our multitalented stilted trio also later performed from Troxy’s hidden stage
No Limits Street Band Post event booking enquiries have abounded for the pop-brass 7 piece who played our winners onto stage with an appropriate tune each time. NLSB were on a night off from Rugby World Cup duty. 2015 FM & BE AWARDS 5
Service Innovation Group Service Innovation Group (SIG) is one of Europe’s leading field marketing agencies, with experience spanning 35 years. We are personable, nimble and flexible – capable of responding and delivering activity in less than 48 hours if required. Our senior team is compiled of experienced professionals who are accessible and hands on – something many of the larger agencies lack. Our field team of 500 employed staff is highly skilled, trained and equipped with the latest technology to ensure that campaign results are quickly and efficiently gathered and presented. The team is fully employed by us, ensuring that they are reliable, loyal and that we can heavily invest in their continued training. SIG’s expertise spans many sectors – including FMCG and technology, and many disciplines - including merchandising & replenishment, sales, sampling, mystery shopping, staff training and audit & inventory checks. We are a results driven and accountable company that works with brands to deliver effective, timely campaigns that result in a significant sales lift. (advert, Inside Front Cover)
The Flash Pack
Party Ingredients
The 3D Bullet Rig and Vintage photo booth were very popular. The stunning 360 images were especially popular with guests queuing up for poses until the early hours of the morning. The images sent out a real buzz on social media channels.
A tour of Britain menu featured fine Scottish Salmon, Welsh salt marsh lamb and an English custard tart that proved a smiley finale
Evian & Badoit Many thanks to Danone Waters for endorsing our event whilst adding refreshing clarity and sparkle with these two global brands.
Troxy 2015 FM & BE AWARDS 6
The venue embraces experiential events and gave our star performers a great stage.
intu Party & Masks
Dance in Disguise
The award’s party, sponsored by intu, is legendary, and the sponsor helped things along with a comedian’s mask per guest together with a tweet competition. Mad poses abounded at #intuyourface with Wasserman adding the shopping vouchers to cap a very celebratory night.
Choreographer Glenn Ball’s disguised waiter and crew set the awards ceremony going with a crash and a bash and a break dance spectacular
Reading Matter Who do we need to beat to win? Guests were provided with a detailed run through of the runners and riders – with especial thanks to our guest settings sponsor, innovative ‘science of sales’ field marketing agency, Channel Assist.
Pictures Experience Our long-term social media photo partners set up a backdrop for animated gifs with props this year. They certainly put on a jolly good show – bang on theme for our event. Thanks Pictures Experience chaps!
The Clear Idea Many thanks to The Clear Idea for adding their support to our night. The travelling showcase has so many applications for brand experience tours (theclearidea.com, advert page 9)
Categories by Sponsor Extra information is available about our category sponsors on the following pages Akkroo 12 Avantgarde Peoplen 18 Bloodhound SCC 30 Bluewater Shopping Centre 38&40
CACI The Flash Pack Hammerson Intu
8 36 18 20
Kru Talent International Mobile Technik Natural Insight Slingshot Sponsorship
2015 FM & BE AWARDS 7
34 24 8 27
SpaceandPeople Teamhaven
16 10
Outsourced Sales Performance of the Year GOLD Field Sales Solutions – Ferrero SILVER Contract People – United Biscuits SILVER REL Field Marketing – Red Bull BRONZE Slingshot Sponsorship – What Car? The challenge for the trophy Let’s talk about bronze first. Here was a mould breaking entry which showed how Slingshot call upon really creative sales people in order to help What Car? maximise the potential of its awards. An intelligent approach helped the magazine
team to be proactive rather than reactive, increasing sponsorship revenue by 1,752% in less than two years and driving a further £400k increase in advertising spend with sponsors that Slingshot introduced and that had never worked with What Car? previously.
Sponsor: CACI & Natural Insight
Natural Insight’s cloudbased workforce management platform Increase the efficiency and has been used to carry effectiveness of your field team out 30,000,000 retail CACI and Natural Insight have assignments for 60,000 joined forces to help FM agencies field personnel, allowing achieve more store visits every day, agencies to: and improved in-store execution for each call. n Dynamically schedule Who we are retail activity CACI has a heritage in providing n Ensure tasks and surveys solutions to enable FM agencies to: are executed consistently n Identify areas and stores of high potential n Accurately assess required headcount n Optimise territory structures n Create efficient call schedules
Contact CACI now if you want to know how we can help you achieve more calls and better calls by providing the best-in-breed solutions in field force planning and workforce management. +44 (0) 121 788 5900 ffp@caci.co.uk www.efficiently-effective.com
and professionally n Track check-in times and location of field personnel n Analyse and measure quality and cost by project
David Jones, CACI Fieldforce Planning and Stefan Midford, Natural Insight, present the award to Field Sales Solutions In silver for Contract People the impressive Sweeet campaign for United Biscuits saw success based on display negotiations – a campaign that is written up as winner of the Instore Marketing category. Silver for Red Bull and REL Field Marketing was a welcome return to award winning ways for one of FMBE’s most successful pairings. In this case the team provided perhaps the most innovative entry, showing how data insight led to an overlooked opportunity for the brand to create sales via front of convenience store presence in London. What stood out about the winning campaign? It was, quite simply an astonishing sales success that showed how
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traditional field sales techniques could drive a straightforward marketing campaign to unprecedented levels of success. One judge called this Kinder Surprise Blue and Pink push ‘a controlled blitz’ in that call levels were high but product growth was universal and nearly every call played a part in the product revolution. 44% of all stores visited since September 2014, when the Pink and Blue Campaign has been running, had a secondary display of either a counter unit or a floor stand. What did the judges especially like about the entry? Field Marketing has played a significant part in the growth for Kinder Surprise to establish it as a £50M+ turnover brand.
THREE TIME FM&BE AGENCY OF THE YEAR
Most Effective Instore Sampling
Most Effective Instore Demonstration
GOLD H ighjam Marketing – Claudi and Fin SILVER F izz Experience – Food Warehouse by Iceland BRONZE B rand Belief – Gastro Alfresco The challenge for the trophy This wasn’t a vintage year in the category but we still saw some startling ROIs. In bronze the ever better team behind Gastro Alfresco. The multibrand outdoor dining supermarket roadshow Steve Grimes, seems to deliver better Teamhaven, presents results for participating the award to Highjam brands year on year and the 18th edition impressed with an in-store linked sponsor promotions average coupon redemption +16.5%. Winning silver was an exceptional tale of Fizz Experience establishing a new sampling platform inside Iceland stores for the first time. The entry offered judges insight into how the new programme helped Iceland to learn all about shopper reaction to a variety of Food Warehouse products. These two multi-product sampling services – one new and unprecedented – one tried and tested and improved upon stepped aside for a gold winner that was small but near-perfectly formed. What stood out about the winning campaign? Waitrose was the right shop for sampling Claudi and Fin and Highjam was the right agency to deliver a result for this growth grocery brand that sells frozen yoghurt lollies. A mini budget saw only a few thousand samples delivered, though each one was accounted for in a string of excellent results that surpassed targets.
GOLD FMI – Canon Ireland SILVER Retail Marketing Group – LG BRONZE iD – Microsoft Xbox One The challenge for the trophy There were many big hitting campaigns in this strong category and very strong and consistent performers taking bronze and silver awards. For iD and Xbox a solid campaign that was independently evaluated by 2CV proved that demonstration and retail training continue to provide a backbone to the console’s success at retail. Winning silver, and challenging the winner all the way, the use of light up balls helped brand ambassadors create theatrical instore demonstrations of LG’s Titan washing machine range. Judges expect a demo campaign to perform well during the activity and this one Steve Grimes, did, with 114% sales Teamhaven, increase. However a presents the 48 per cent sales uplift award to FMI post-campaign showed that the demos chimed well with store managers who continued to speak up for Titan. What stood out about the winning campaign? Canon won this award last year in partnership with agency Big Picture; this year the brand continued to buck the downward sales trends in imaging, this time in Ireland, using an agency, FMI that was able to provide a demonstration platform that showed exceptional strategic knowledge of the opportunities in store, built up since the client/agency relationship started in 2007. What did the judges especially like about the entry?
What did the judges especially like about the entry? The campaign was small, highly successful, but imperfectly formed – and bold enough to say so, and why. The activity managed to double as market research helped the brand to better understand Waitrose shoppers and how those shoppers reacted to Claudi and Fin. One judge commented “Here is a new business leveraging one of their two biggest retailers to create loyalty and learn about its shoppers. Here is proof that field techniques can work wonders for a breakthrough brand that is building its reputation without other marketing channels. Any new brand could use this case study to justify spend on instore sampling.”
Sponsor: Teamhaven TeamHaven is a leading web and mobile data collection, field management and reporting solution designed for brands and agencies working in the retail channel. Designed for ease of use, TeamHaven is a powerful and versatile application suitable for all types of
field activity including field sales, merchandising, mystery shopping, demonstration days, audits, POS installation and all field activity. As a ready to use solution, there are no set up fees or management costs and clients are offered a free no obligation trial. TeamHaven will help you increase sales, lower costs and radically improve
Alongside detailed results that showed how sales targets had been beaten by 21 per cent was an exceptional testimonial from Philip Brady, Canon Ireland’s sales director and MD. “FMI have never been shy to challenge our approach and have helped Canon provide its customers with ‘Best in Class’ RSR/Retail experience. I would recommend FMI to any supplier who requires Retail support. (Except to our competitors of course).” efficiency. As a truly global solution, TeamHaven is supporting brands and agencies across 57 countries in their own languages, whilst processing more than 6 million retail visits a year around the world. For more information and to discuss your free trial, please contact steve@teamhaven.com
2015 FM & BE AWARDS 10
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WHERE MORE HAPPENS
Hammerson’s award-winning retail destinations offer a great platform for connecting brands with more than 170 million shoppers across the UK. Our dedicated onsite commercialisation teams have a wealth of knowledge and experience, helping to performance monitored, deliver a range of personalised, impacting and successful campaigns.
Bullring — Birmingham * Brent Cross — London * Cabot Circus — Bristol * Centrale — Croydon * Highcross — Leicester The Oracle — Reading * Silverburn — Glasgow * Union Square — Aberdeen * Victoria Quarter — Leeds *WestQuay — Southampton
Most Effective Tactical Marketing GOLD Powerforce – Vype E-Cigarettes SILVER Sense – Warburtons BRONZE Logobrand – William Grant & Son The challenge for the trophy
n
Cost per contact: £0.41
A very lively judging session saw judges n ROI £1.12 for every £1 spent contemplating a wide range of finalists n Conversion to purchase 8% that came in with award winning qualities What stood out about the winning that were already proven elsewhere. campaign? How would they stand up against Field Marketing criteria? The Vype e-cigarette launch for Nicoventures by Powerforce was an The category saw a clash of styles with exemplary case study in merchandising traditional field sales teams competing and instore marketing that used a variety against consumer facing brand of field marketing techniques to push experiences. for an 8 per cent market share for the In bronze, Logobrand and William Grant new product between September and told an engaging story about the battle October 2014, making 8000 store visits to follow the data insight-led call file and training 9000+ store staff on how to vs. the client’s desire for a broader recommend the product. merchandising remit when selling What did the judges especially like Grants and Glenfiddich Whisky, Green about the entry? Mark Vodka and Warninks Advocaat at Christmas in Tesco – with Logobrand’s Stores which had been field marketed data-led approach fully proving its worth. smashed targets, achieving a market In silver, the Sense team showed how targeted London female office worker sampling helped bring Warburtons Sandwich Thins’ Lighter Lunch message directly to its most likely shoppers. Campaign result data included:
share of 12 per cent whilst stores that were left to their own devices showed a 3 per cent market share. The market share continued for 13 weeks post-activity without further intervention.
Chris Wickson presents the award to Powerforce
Field Data Award GOLD Smollan – Unilever SILVER Channel Assist – Intel Security BRONZE Retail Marketing Group – LG Home Appliance range The challenge for the trophy The winner leapt from the page. This was a rare occasion of unanimous agreement between the judges who all agreed that they had seen something both ground breaking and effective.
Akkroo is a data capture solution for one off events through to global ongoing campaigns. nD ata capture forms – simple through to complex n Customise without getting into code n High impact branding and imagery
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Using leading image recognition technology each sku can be compared to an image library and identified. The presence of products can then be compared against the expected list of products within a store and an availability report can be produced. Using the dimensions of each product, share of shelf can also be measured along with other agreed measures. The use of this technology has removed the need for an independent audit team providing one version of the truth across all metrics and KPIs – and comparable against global benchmarks.
Smollan and Unilever win So the battle was for silver and bronze. In bronze, Retail Marketing Group showed how they were able to provide crucial data insight back to LG home appliances about what drives wash sales in store and what difference a demonstrator can make. Clear proof of demonstrator worth has helped LG define its future strategy. In silver Channel Assist showed how close alliance with Dixons Carphone stores allows Intel Security reps to take advantage of opportunities to attach sales of the software to hardware sales in tandem with a close analysis of opportunities. Alexandra Busk, Senior Retail Director at Intel Security testified: ”Working in partnership Intel Security and Channel Assist have mirrored Dixons’ business KPIs focusing the team on a pure sales (-out) centric approach rather than the industry standard of training, advocacy and merchandising.”
Sponsor: Akkroo
could be easily transitioned into the Smollan/Unilever European dashboards.
The photos are then processed and the analysis sent back within 5 minutes to the sales representatives and uploaded into the measurement and operational dashboards for the markets to gain insight and action plans from. The sales representatives benefit hugely as the analysed data can be used to identify which products are not present and need restocking and within this list, killer skus are highlighted to help focus time in the most valuable areas. What did the judges especially like about the entry?
What stood out about the winning campaign?
The system, currently in use in 8 European markets, and with more scheduled, delivers automated actionable insight. It is already proving 5 per cent more accurate than manual compliance reporting whilst allowing complex trend analyses to be overlaid.
The winner rewrote the rules on auditing in a quest for pan-European compliance and on-shelf availability, using Planorama’s photographic image recognition and consequent analysis.
4350 stores were measured in May 2015 alone which consisted of 34,900 category stores or 609,000 points of measurement leading to accuracy of on shelf availability of 97%.
Unilever, Smollan UK and Planorama’s challenge was to reduce the cost of the auditing and improve accuracy and efficiency of a call made by Unilever’s field teams and ensure that the data collected through digital measurement
Through the performance dashboard live results can be seen and are emailed to users every day embedded in an interactive offline report to guide the users on how to achieve continual improvement.
2015 FM & BE AWARDS 12
Most Effective Instore Marketing
Team of the Year
GOLD Contract People – United Biscuits GOLD REL Field Marketing – Mondelez SILVER REL Field Marketing – D anone SILVER Warburtons Waters BRONZE Retail Marketing Group - LG BRONZE The Field – Bethesda The challenge for the trophy position which, at a total level, increased by BRONZE Powerforce – Coca-Cola +0.6 % to 25.5 %.” As ever, Team of the Year did not get The challenge for the trophy A good standard was set all the way through the shortlist with quite a long deliberation to separate the top four. In bronze Powerforce impressed with their effective merchandising in Morrisons for Coca-Cola Enterprises, showing off the agency’s special capacity to find the right people to pull off an excellent job with little advance notice from the client. Bronze too went to The Field who showed how a special relationship with Game stores has led to very successful lock in nights in store for Bethesda’s thirdperson survival horror video game, The Evil Within, delivering sales and a good upturn in brand sentiment amongst influential gamers.
What stood out about the winning campaign? A campaign that negotiated extra FSDU sitings proved that Ireland is a very worthwhile territory for a major brand to field market in. The team leveraged above the line marketing with Store Managers of Tesco, Supervalu and others to help make it easy for store managers to offer up space.
any finalists that were not genuinely elite performers. As all finalists had delivered exceptional sales results the judges were given the chance to fire questions back at the entrants to help them pick a winner. Much of the questioning focussed on
What stood out about the winning campaign? In two words, support and investment. The outsourced team benefits from all manner of resources including Samsung tablet hardware, retail software, training, data
What did the judges especially like about the entry?
In Q3 2014 United Biscuits recorded a 2.4% increase in market share year on year to 19.6%. From October in the aftermath of the campaign, the year to date figures for the For Danone entire biscuit Waters the entry market were paper with REL declining at Field Marketing charted the siting a rate of -5.4% yet McVities were of a total of 1230 long term units in then the only brand registering growth discretional space in store for impulse figures of +1%. and grocery. Contract People and United Biscuits win
REL wins with Mondelez
work conditions and the brand values, and interestingly in a two stage judging process the same two entries, for Warburtons and Mondelez, vied head to head for silver and gold. Both have achieved phenomenal sales and both have enormous pride in the brand and what it mean – to retailers, employees and shoppers. Last year’s winning team took the bronze award. Defending Team of the Year is a massive challenge as you need to follow up huge growth, innovation and success with huge growth, innovation and success and the Retail Marketing/ LG team can take enormous pride from picking up a further award in Team. Taking silver, Warburtons showcased a team that had taken the Fieldstar sales programme and translated education and qualification into team engagement, increased confidence and sales. Warburtons were able to pin their retail team effort to a conclusion that shows how important the field sales team is to the overall fortunes of the brand – “these actions and results contributed strongly to our market share
2015 FM & BE AWARDS 14
insight, benefits and rewards, teambuilding, feedback opportunities and above all, brand responsibility. What did the judges especially like about the entry? Investment in management training via PDW Group saw a set of recommendations and resolutions being made that helped the whole team, including reps embrace a culture of openness and continual improvement. Employee satisfaction levels are measured and are exceptionally high, data supported by the high staff retention figure which surpasses that of the in house team. The brand provides the team with fantastic campaign opportunities to sell against. The combined effort means that the entry paper can state: “In 2014, we improved our ROI from £13.27 to £18.05, an incredible 36% increase YOY. Incremental Sales grew from £19.8 million to £25.7 million, a staggering 29% increase YOY.”
our vision
“loved by our people and first choice for customers” drives unprecedented award success Team of the Year
Agency of the Year
Our people first approach delivers industry leading levels of customer advocacy, return on investment and colleague engagement.
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REL Field Marketing
Most Effective Sponsorship Activation
Most Effective Roadshow/ Shopping Centre Campaign
GOLD Leith Links – IRN-BRU SILVER Wasserman E xperience – Verizon SILVER GMR Marketing – SAP BRONZE Slingshot Sponsorship – Ableton
The challenge for the trophy
An international line up saw four fantastic events surface in the top four and no easy decisions for the judges. Winning bronze was the underdog, a sponsorship activation for Ableton. Outlook and Dimensions Festival are recognized as Europe’s most forward thinking festivals, set in an abandoned fort in Pula, Croatia. With a focus on underground and sound system culture, the festivals span 8 days, hosting 900 DJs and artists with a combined audience of 25,000. At these festivals. Slingshot created a Knowledge Arena for Ableton, a Berlin-based music software company that produces and distributes the production and performance program Ableton Live,which is highly regarded within the industry and used by music producers globally. The Knowledge Arena was an immersive experience for ticketholders to truly engage with the artists they admire. The activation – online and off – engaged and amplified, delivering a raft of stunning result stats. Two Superbowl activations were accorded silver. For SAP, GMR Marketing captured the imagination of NFL fans with a Stats Zone on Superbowl Boulevard which scored 10,000+ registered users tracked by RFID interacting with SAP’s experiences – more than double any other sponsor at the same event – high traffic for a brand that has a B2B heritage. Coverage delivered 512M+ earned media impressions.
GOLD Liquid Thread - Vidal Sassoon SILVER Independent Events – NSRI: Road Respect BRONZE Live & Breathe - Birds Eye The challenge for the trophy
For Verizon, Wasserman created the Power House in Phoenix, a 10,000 sq. foot brand home where fans were excited by high-tech, immersive and interactive experiences. Verizon Power House delivered against the objectives of shifting brand perception by amplifying the experiences of 13,012 consumer visits in 4.5 days.
This year the category was dominated by some very practical campaigns with the top two splitting the panel so that a narrow verdict went the way of the gold winner. In Bronze was one of the FMCG products of the year, Birds Eye Inspirations - supported by a very straight forward store sampling
A 2nd Tier Sponsor at the Glasgow Commonwealth Games, Leith Links helped IRN-BRU dominate with a series of integrated events delivering highlight results as follows: official Glasgow 2014 research had IRN-BRU way out in front, with spontaneous recall at 22%, 3.5 times the score of second placed brands (all Tier 1 sponsors).
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B RU-Store was visited by more than 151,000 people - 25% over target.
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S ales rose by 24.4% throughout the period of the games. Source: Nielson Aug 2014.
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S lo-Mo Booth was visited by over 5000 people, with 1045 videos being created and shared.
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L eith’s TV ad had a social reach of just under 1m, with 350,000 views, achieving 6387 shares.
What did the judges especially like about the entry? The brand experience bases – BRU Store and BRU-Hoose were used very thoroughly - to host medal winners, live broadcasts, press events, VIP winners and trade customers.
Nick Hill, SpaceadandPeople, presents the award campaign from Live and Breathe that dazzled in terms of results. The activity saw 444 sales per day, way ahead of the preset 300 target. In silver, the next season of a campaign that has impressed at these awards before. Government campaigns are often a challenge to enter in awards that push for accountability, such as this one, but Independent Events fly past that hurdle with statistics per location that show how the subject of road safety can be made to generate a social media buzz. Jeremy Forsberg from Road Respect said, “RR has always tried to keep at the front of innovation, our use of digital media has been at its core as has been face to face events, we wanted to link the two more
Sponsor: SpaceandPeople
Leith Links and IRN-BRU win
What stood out about the winning campaign? The brand challenge was to launch a new home hair colourant under the Vidal Sassoon brand into a highly competitive market place. The roadshows purpose was to underpin the ATL schedule by building a platform of word of mouth seated in the essential brand truth of the product.
What stood out about the winning campaign?
n TNS’s
closely and for them to work for each other, this series of shopping centre activations has achieved this and the results have been outstanding for both elements.”
Congratulations to all the winners of the FMBE awards 2015. SpaceandPeople are proud to have supported many of the winners by administering commercial space at our venues throughout the UK; including Most Effective Roadshow/Shopping
2015 FM & BE AWARDS 16
Centre Campaign champions Liquid Thread for Vidal Sassoon, Most Effective Integration/ Amplification Gold winners Blackjack Promotions for the Disney Channel plus Silver award champs Whynot! and their Anchor Cheddar promotion.
The VS Salonist Experience visited four large shopping centres, Eldon Square, Centre: MK, Westfield London and Bluewater. Over twelve live days, over 5,000 live colour consultations were given, each with an average duration of 6 minutes from start to finish. An additional 30,000 people engaged with team of brand ambassadors and professional colour consultants. The campaign was viewed by 1.26M consumers. The tour weekends saw very high indexes vs regular weekends on uplift of sales of the product: • Ix 1095 in Milton Keynes (11 times) • Ix 730 in Newcastle (7.3 times) What did the judges especially like about the entry? Independent research revealed that consumers were 193% more likely than control to mention the campaign to family and friends and 236% more likely to recommend the product – proving an effective WOM driver and positive product showcase.
SpaceandPeople manage space in high footfall venues such as shopping centres, garden centres, city centres, retail parks and now Network Rail train stations after winning exclusive rights to sell space at 17 stations
throughout the UK. With a combined footfall of 1 billion, SpaceandPeople hope to continue successful collaborations at venues such as Kings Cross, London Victoria, Euston and Waterloo.
Most Effective Integration/ Amplification
Most Effective Interruptive Campaign
GOLD Blackjack Promotions with OMD GOLD Nexus Engage – Microsoft and Talon – Disney Channel SILVER Hope&Glory – Airbnb SILVER whynot! – Anchor Cheddar BRONZE The Circle Agency – Relish What stood out about the winning The challenge for the trophy BRONZE Wasserman Experience – campaign? largest entry list gave us a Barclays Premier League The After a long debate enough of the panel brilliant shortlist and a stand out had decided that gold should go to a fruit top two from different ends of the BRONZE Limited Space – Citizen The challenge for the trophy
by shoppers who encountered it.
Two bronze awards saw Limited Space leveraging the shopping centre environment successfully for a Citizen brand experience whilst Wasserman drove event engagement in India for football fans using TV promotions for the Barclays Premier League.
Budding pop princesses were invited to ‘Take on the World’ via the three-week long, nationwide karaoke competition. The prize? - a chance to follow in the footsteps of Disney stars Rowan Blanchard and Sabrina Carpenter and sing the Girl Meets World theme tune to create a GMW music video.
Bailey Hill, Avantgarde People, presents the award In silver, whynot’s Anchor Cheddar work was a fine example of how to use a stunt to kickstart an integrated campaign. The campaign started with a stunt protest to ‘save the cheese sandwich’, drawing in strong PR amplification whilst whynot! also masterminded an on pack promotion on 2m packs for eight weeks in three major supermarket chains, which gave customers the opportunity to claim one of 30,000 free limited edition Anchor Cheddar sandwich tins to help keep their sandwiches fresh.
To ensure Girl Meets World remained at the heart of the strategy, the winning video would be announced and showcased following the rollout of the new episodes to maintain momentum for the show. The premiere episode was made an even bigger event by the 122,000 ‘sleepover packs’ distributed via key magazine titles. The campaign was connected via TV, print, sales promotion and digital. What did the judges especially like about the entry? The GMW show became, and continues
spectrum, one creating something spectacular for the watching mediaconnected world to enjoy, the other creating something approachable to surprise people with one to one.
machine! NexusEngage surprised shoppers with the fruit machine game that took over a 25 sq. meter billboard near to Currys/PC World. The simple surprise and delight mechanic diverted shoppers into store to claim their prizes and discounts where representatives were on hand to discuss Microsoft Surface’s features and benefits.
Behind these, in bronze, a campaign that won in our innovation category last year by blurring the boundaries between promoting broadband and delivering What did the judges especially like the hardware for it – and this year the about the entry? full campaign story impressed judges n Up-to 2,153,844 people exposed to with the interruptive spectacle of the Microsoft Surface 2 bright bikers and outdoor events that n Over 118,000 people stopped and looked have brought so much success to at the fruit machine, for more than 16 Relish. seconds! In silver, the stand out stunt of the n Played 31,045 times – almost the year, the audacious plan to float maximum number of times possible. a living house down the Thames to promote Airbnb. Editorially this n 897 customers to Currys/PC World of reached 36 million UK adults an which 6% become purchasers average of 4.7 times over the course n Sales were up 667% during the activation of two weeks. The social reach was 19 million and there were 205 million n With over 300,000 people exposed to impressions from the Floating House the PR and social media elements of the content. campaign
What stood out about the winning campaign? This was a deceptive campaign which looked a simple singing competition but was delivered with an integrated structure that was spot on for its target group and was received joyfully
to be, the number one show in its timeslot, with four times more people tuning in vs the same slot the previous month, 40% more than the same spot the previous year.
Sponsor: Avantgarde People
Sheonah Howlett, Hammerson, presents the award
Avantgarde is valued for its global network of thousands on sophisticated selection and training of hostesses, hosts and professional event staff. Based methods, we provide brands worldwide with outstanding staff for events and brand and sales promotions. Our promoters not only understand your brand, they also speak the language of your target group.
Sponsor: Hammerson Hammerson plc is a leading European real estate company, operating in the UK and France. The group creates value by developing and actively managing prime shopping centres, retail parks and offices.
2015 FM & BE AWARDS 18
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Most Immersive Event (Mass Consumer)
Most Immersive Event (by Invitation)
GOLD The Field – Campari SILVER Leith Links – IRN-BRU BRONZE Frank PR – Volkswagen
GOLD Hope&Glory – truTV SILVER Cherry London – Sport England BRONZE psLIVE – Adidas Supercolor
The challenge for the trophy
The challenge for the trophy
A long judging debate took place as there were more than 15 shortlisted at one point. In bronze a campaign for Volkswagen a brand that met its broader challenges soon after our shortlist announcement. Frank PR’s work had nothing to do with emissions though and instead was a fabulous promotion for Campervans that had guests booking into Campervan hotels in picturesque surroundings, generating press interest and sales leads. In silver the sponsorship activation gold winner fell just short of this title. What stood out about the winning campaign? Location takeovers have been
done before, so have cocktail promotions been used to reinvigorate sales of the core ingredients. Using Shoreditch as a location and the Negroni cocktail to leverage a resurgence of interest in Campari wasn’t original. But The Field made it seem that way with a super-slick reinvention that was stylish, artistically driven and spot on for the brand – and left a lasting legacy with bartenders trained and data captured for the brand. What did the judges especially like about the entry?
There were several interesting entries but only three with really compelling evidence in the data that the guests had enjoyed a fully immersive experience. Of these the bronze win also shone with gold in the product launch category and so is written up on that page.
Features writers from The Sun, Daily Star, Mero, Evening Standard and Daily Mail all attended, interviewing the curators and the models themselves. They guaranteed extensive, in-depth coverage not just of the gallery, but also of Ink Master itself, which Hope&Glory had been careful to brief all their spokespeople to reference extensively.
Winning silver, Cherry London’s Sport England work, to encourage sports participation in teenage girls, impressed in many ways.
Finally Hope&Glory landed a follow-up piece as This Morning asked them to transport the whole show to their studio for a live interview with the artists and their subjects.
“BloominGirls” was the first ever multi-sport immersive event, centred on lifestyle, not sport.
What did the judges especially like about the entry?
Cherry staged a 1 day, free, neon-themed
Coverage everywhere from This Morning through to 5 pages in Skin Deep showed reach to casual interest through to committed fan. There was no other marketing for Ink Master and the show secured the highest opening audience for any truTV show. On its opening broadcast over 640,000 tuned in (relative to an average viewership of 350,000 for the channel in that slot previously. To put it into further context, Mad Men brings in 500,000 viewers on average on SKY Atlantic). This was achieved on a £24,000 budget.
1,5 million+ opportunities to see via OOH 2,600+ Campari cocktails sold in partner bars 800+ bartenders engaged
Ellie Duckles, intu, presents the award to Hope&Glory and truTV immersive festival at Manchester Academy (July 2014) where young women could try fun new versions of each sport, take part in experiences from brands they love and listen to, play sport with and meet girl band Neon Jungle. The event succeeded in shifting perception whilst brand partnership was used successfully to reduce the bill for Sport England. What stood out about the winning campaign? Rebecca Oppenheimer, intu, presents the award to The Field and Campari
Sponsor:intu
At intu the celebrations are continuing at our shopping centres nationwide through Christmas and the year ahead. Congratulations to all of the winners and finalists seen at FMBE 2015. We will look forward to working with you. www.intugroup.co.uk
The winning event was built around one simple, brilliant idea. Called Tat Modern, an art gallery of tattooed bodies brought the current fashion for ink into the light and treated it as a work of art. The event was created to launch the series ‘Inkmaster’ on truTV. The models themselves hit social media – where many have followings in the hundreds of thousands – to reach tatt fans. 2015 FM & BE AWARDS 20
Sponsor:intu
Event experiences with social media boost Treat your event guests with branded photos, videos or animated gifs. They boost your social marketing efforts with your branded content and tell your brand’s story.
PicturesExperience.com
FMBEAwards-v1.indd 1
• info@PicturesExperience.com • 020 8740 7947 11/5/15 11:06 AM
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intu
intu Eldon Square 700,000 weekly footfall* 61% ABC1, 67% female
intu Braehead 350,000 weekly footfall* 51% ABC1, 76% female
intu Metrocentre 500,000 weekly footfall* 53% ABC1, 73% female intu Victoria Centre 465,000 weekly footfall* 53% ABC1, 74% female
Reach over 1 million customers every day intu Broadmarsh intu Metrocentre 300,000 weekly footfall* 500,000 weekly footfall* 44% ABC1, 53% 73% ABC1, female 73% female
intu Braehead 350,000 weekly footfall* 51% ABC1, 76% female Largest exp. space: 10m x 9m
Largest exp. space: 16m x 13m
intu Chapelfield 240,000intu weekly footfall* Eldon Square 700,000 weekly footfall* 60% ABC1, 69% female
Manchester Arndale 800,000 weekly footfall* 57% ABC1, 61% female Largest exp. space: 15m x 7.5m
61% ABC1, 67% female Largest exp. space: 8m x 6m
intu Trafford Centre 600,000 weekly footfall* 66% ABC1, 79% female intuspace: Trafford Centre Largest exp. 13m x 5m
intu Victoria Centre 465,000 weekly footfall* 53% ABC1, 74% female Largest exp. space: 16m x 10m
600,000 weekly footfall* 66% ABC1, 79% female intu Potteries 240,000 weekly footfall* 51% ABC1, 75% female Largest exp. space: 6m x 5m
intu Broadmarsh 300,000 weekly footfall* 44% ABC1, 73% female Largest exp. space: 24m x 16m
intu Potteries * intu Derby 240,000 weekly footfall * 465,000 weekly footfall 51% ABC1, 75% female 54% ABC1, 63% female Largest exp. space: 10m x 9m
intu Chapelfield 240,000 weekly footfall* 60% ABC1, 69% female Largest exp. space: 20m x 10m
intu Derby
intu Merry Hill * weekly footfall* 450,000465,000 weekly footfall 53% ABC1, 61% female 54% ABC1, 63% female Largest exp. space: 22m x 12m
intu Lakeside 500,000 weekly footfall* 56% ABC1, 76% female Largest exp. space: 18m x 13m
intu Milton Keynes intu Merry Hill * 330,000 weekly footfall 71% ABC1, 76%450,000 female weekly Largest exp. space: 8m x 5m
footfall* 53% ABC1, 61% female
intu Lakeside intu Bromley 350,000 weekly footfall* * 500,000 weekly footfall 69% ABC1, 81% female 56% ABC1, 76% female Largest exp. space: 10m x 7m
The Mall at Cribbs Causeway 230,000 weekly footfall* intu 76% ABC1, 66%Milton female Keynes
330,000 weekly footfall* 71% ABC1, 76% female intu Watford 350,000 weekly footfall* 71% ABC1, 68% female Largest exp. space: 12.5m x 5m
intu Watford 350,000 weekly footfall* 71% ABC1, 68% female
intu Uxbridge 250,000 weekly footfall* 58% ABC1, 82% female
Call intu Experiences on 020 7887 7046 IEEnquiries@intu.co.uk intugroup.co.uk
intu Bromley intu Uxbridge * 350,000250,000 weekly footfall weekly footfall* 58% 81% ABC1, 82% female 69% ABC1, female
Largest exp. space: 4m x 4m
Estimated weekly footfall
*
Estimated weekly footfall
*
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Most Effective Stand or Display Unit
Creative Team of the Year GOLD Avantgarde – Porsche SILVER The7Stars – Abundance BRONZE Wasserman Experience – Vodafone The challenge for the trophy The Creative Team category certainly saw a variety of entries, from big ideas through to technological answers to brief and creative use of venue. In bronze was a big idea - a celebration of 30 years of Vodafone – writ on a huge canvas by creating an entire 1984 themed street designed to show how many steps were required 30 years ago to achieve some modern day smartphone capabilities. The street design, full of authentic 80s touches was also supported by live gig headlining Run DMC and broadcast in 4G. The silver award went to a campaign that brought together boldness and effectiveness. Experiential stunts and the financial sector can backfire so Abundance’s big pink statement of intent, a word of mouth starting pink container outside Canary Wharf DLR station, emblazoned ‘Consequences’. Ethical investment provider, Abundance was seeking brand recognition from a very low (0.3%) base in its core London market. The integrated Consequences campaign saw recognition rise to 2.3% whilst around £900k of investment was brought in over the campaign period, trebling the rate of investment prior to the campaign and up 62% vs their previous best campaign. This included £200k from first-time investors.
than dropping a crate in Canary Wharf but radical for such an exclusive and aspirational brand. A pop-up Christmas store in Westfield needed to reach out to a younger and more urban set of shoppers in an accessible way without watering down the executive brand values. The result, a 2 storey record store layout and a music experience alongside the cars, combining with technology and driving interaction with thousands of visitors. What did the judges especially like about the entry? The creative targeting and engagement worked: Total number of visitors: 23,265. Highest number of daily visitors: 2,294 (Boxing Day). A younger than typical Porsche target group (av. age 36 years) and good share of female visitors (30%). Visitor breakdown: • Generation y – 47% • Generation x – 42% • Boomers – 14% 3,670 visitors spent > 5 min next to the new Carrera GTS Tracks were played in the media stations more than 30,000 times.
What stood out about the winning campaign? The Sound of Porsche was a highly creative move by the brand – less overt perhaps
GOLD GMR Marketing – Weber SILVER The Field – ASUS BRONZE The Circle Agency – PlayStation BRONZE The Clear Idea – Ford GT The challenge for the trophy A variety of different stands and displays proved a really interesting shortlist and one that was challenging for the judges, and testament to the versatility of FMBE. In bronze the story of a dazzling low cost guerrilla activity for Ford GT, driving the gleaming vehicle itself past London landmarks, displayed on the back of The Clear Idea’s clear-backed lorry.
Silver was awarded to The Field and ASUS. The stand helped make a tidy stand footprint in busy stations into an immersive brand experience where commuters and travellers could gain a deeply personal and focussed experience of the ASUS brand in spite of the bustle surrounding them. The stand proved its worth by providing a platform for 1600 hours of hand’s on time with the product.
A US touring exhibition trailer proved better than fit for purpose when showcasing Weber’s range of grills
Billy Smart, Mobile Technik, presents the award to Avantgarde and Porsche
Mobile Technik brings the visions for creative, memorable and effective campaigns to life through pop-up experiences and brand environments. From small trailers ideal for sampling campaigns and brand profile through to expandable units that triple their floor space at the touch of a button for exhibitions, conferences and training in unique locations, the
The exterior area of the 53-ft double expandable trailer provided first-hand demonstrations of the Weber grills in action. The interior of the unit contained information about Weber as a company, and focused on product quality and attributes.
The Weber Grill Experience featured a custom-fabricated curbside expandable section with removable Also achieving bronze an exhibition plex panels, so the wall could be takeover for PlayStation by The Circle converted to an “open air” setup. Agency which saw the brand/agency This was a unique feature on a pairing dominate EGX, the UK’s largest standard double expandable trailer gaming show.
What stood out about the winning campaign?
Sponsor: Mobile Technik
and grill accessories to retail park store staff at 3000 big box retailers across the nation.
company supports all events with expert logistics and project management.
GMR wins with Weber 2015 FM & BE AWARDS 24
configuration. What did the judges especially like about the entry? The Weber Grill Experience visited 35% of big-box stores in Weber’s selected retail chain. Stores that received the training showed a 19% sales lift compared to those who did not.
SEMI-PERMANENT AND TEMPORARY POP-UP ENVIRONMENTS FOR YOUR CAMPAIGNS From getting your show on the road in a mobile trailer to creating memorable pop-up brand experiences, we help bring your vision to life DESIGN AND BUILD • PROJECT MANAGEMENT • BRANDING AND ACCESSORIES LOGISTICS • LOCATION PLANNING • EXCLUSIVE TUBBO UK DISTRIBUTOR
For more information call 01832 735674 or visit www.mobiletechnik.co.uk
Most Effective Most Effective Small Scale/ Small Scale/ Local Campaign Local Campaign (away from store) (at/ near store) GOLD Wasserman Experience – Spotify SILVER Sense – The Economist BRONZE TRO – Tenderstem The challenge for the trophy Small Scale has become a fascinating category as the smaller events offer entrants room and time tell our judges about each action that made a difference. In bronze, multiple recipe ‘date night’ sampling in July for Coregeo’s refined broccoli brand Tenderstem. The activity, by TRO seems to get better and better each year with deeper brand connections and integration. Coregeo’s MD Andy Macdonald testified “I thought you would like to know that July saw total sales of 594,510 kgs as opposed to 446,489 kgs last year, an increase of 148,000 kgs (33%).” In silver a very successful subscription sales campaign for The Economist by Sense. A simple coffee cart was used to intrigue consumers with the hook of trying the infamous Kopi Luwak blend, street name “cat poo coffee”, which has been brewed exclusively from beans eaten and “passed” by a wild civet. The result – 60 new subs per day at an equal cost per contact to previous activity that managed just 10. What stood out about the winning campaign?
Bringing Spotify to a female runner fanbase saw the brand introduced by experiential means at Nike’s flagship store and a race meeting. Dovetailing with Nike’s training programme, Spotify showed race entrants and store visitors that choosing the right tempo of music could benefit running performance, and that Spotify could generate playlists to suit both tempo and taste in music – a concept which projected Spotify right to the heart of its intended fanbase as service provider of real benefit. What did the judges especially like about the entry? Each stage of the project spread the word that listening to the optimum pace of music can enhance running by up to 15%. The My Tempo app had 7,822 unique users, which equates to 78% of the total race entrants. The in-store activity had an OTS (opportunity to see) of 210,000 over the 3 week activation driving the Spotify-Nike partnership. On race day a Spotify Silent Disco was attended by 943 people throughout the day, with a staggering dwell time of between 1.5 – 2 hours.
GOLD Logobrand – Muller SILVER Arnold KLP – Britvic BRONZE NexusEngage – Microsoft BRONZE Powerforce – Euro Food Brands The challenge for the trophy Winning bronze in this category, Powerforce showed the way forward in London for Zico Coconut Water with a campaign that overachieved on sales by 264% in a four week sales push. Bronze also went to the ingenious campaign by NexusEngage that won gold for Microsoft in our Interruptive category. Winning silver the next in a series of great entries for Arnold KLP and Britvic, this time for high spec branded store cinema takeovers which proved the shopper marketing sales power of experiential retail. What stood out about the winning campaign? The winner though was a unanimous one regarded by the judges as an exemplary case study that proved the exceptional power of securing a great field marketing agency. Following the unprecedented success of the launch of Müllerlight ‘Cappuccino’ variant, Müller were keen to quickly develop their portfolio and introduce another coffee variant into their range. Using Logobrand, and with no ATL advertising support, and with no official
FM budget, no planogram space and outside Tesco’s range review period, Logobrand nevertheless negotiated precious chiller shelf space in category as well as secondary sitings in Tesco. On a micro budget, the agency placed side by side promotions for two new product variants instore alongside a ‘vote for me to stay’ campaign to appeal to shoppers. The limited opportunity showed Logobrand at their budget-stretching best, placing displays and POS in store and in staff canteens as well as instore magazine promotion and online banners. Muller did not have to cut a corner on reporting though. A website built for the purpose by Logobrand showed store activity live with results available before the rep had finished a call. What did the judges especially like about the entry? Logobrand negotiated side by side merchandising in over 70% of stores against a KPI of 50%. In the 7 weeks of the campaign 60% of the gains were incremental to the category. Corner Bliss Cappuccino won with the most shopper votes and becomes the permanently listed SKU at the next range review. Logobrand win with Muller
Wasserman win with Spotify 2015 FM & BE AWARDS 26
Brand Ambassador of the Year (Consumer Facing)
GOLD Tom Etherington, Cosine SILVER Laura Belcher, iD BRONZE Kutsi Ersan, FMI BRONZE Rachel Webb, Hel’s Angels The challenge for the trophy
Tom Etherington receives his award from Jackie Fast, Slingshot Sponsorship
team and himself.
This was a superb contest. There are some great brand ambassadors out there coupled with agencies who take their employer and client responsibilities very seriously.
The silver award winner, iD’s Laura Belcher gave judges her own unique view of her work with a week in the life of a Sage field manager. Laura’s walk through left judges in no doubt about the consideration and energy that she Winning bronze an engaging actress who puts into her work and the warmth of bore all of the imaginative hallmarks of her personality. Further testimonial from agency Hel’s Angels. Rachel Webb showed Sage’s Tim Hossack who said Laura versatility, a bright personality and the was brilliant for Sage from the moment ability to really make a difference across she started because she is great with a number of exacting campaigns and customers and “wants to be a part of the events. whole concern that Sage Appliances is.” Also winning bronze, Kutsi Ersan showed What stood out about the winner? why his skills in household calls for With great brand ambassadorial skills Electric Ireland have set him on the path sometimes great responsibilities follow. to sales management for a territory that That is the case for the winner, LG Mobile covers all Ireland, bar Dublin. Retaining promoter, Tom Ethrington whose entry a motivated staff of 12, Kutsi has shown told us “Tom has been a part of the that residential sales can become a career choice rather than a fill in job, with handpicked LG Product Expert team at Mobile World Congress in Barcelona for dramatic results for agency, client, his
the past four years for MWC. During the 2014 & 2015 trips Tom was selected to be a VIP host and gave tours to senior delegates from all over the world. In 2015 this included senior staff from the world’s largest telecoms provider China Telecom and also giving a personal tour to one of LG’s Global Vice Presidents accompanied by a key client.”
What did the judges especially like about the entry?
In February 2015 LG asked Tom to travel to Manila in the Philippines in Feb to train Virgin’s FSM’s on the LG brand as a whole and help drive focus on key mobile technology products. Tom spent one week there and during this time visited two key call centers to train and motivate staff. This one-week stay was Tom’s entry was regarded as near directly responsible for growing sales of to flawless by our panel. His agency LG products by over 170% through these support, team success, multiple testimonials and results all came through call centers. so well.
Sponsor: Slingshot Sponsorship
events, festivals, sports and charities.
We help some of the world’s most forward thinking organisations create sustainable sponsorship platforms that attract global brands. We are not industry specific, enabling you to tap into best practice across all sectors including media,
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2015 FM & BE AWARDS 27
@SLINGSHOT_UK
DELIVERING AWARD WINNING CONSUMER EXPERIENCE BRAND AMBASSADOR OF THE YEAR At Cosine we believe in recruiting, developing and retaining the most talented ambassadors in our industry. It’s this focus on development and the investment we make into our people that creates teams of real brand advocates to work in partnership with our clients. We are especially proud to have been recognised in the Brand Ambassador of the Year category for three years running. This has been for three different clients in Sainsbury’s, Gatorade and now LG Mobile and for different ambassador disciplines, in sampling, active selling and retailer & consumer training and demonstration.
CONGRATULATIONS TOM! “Having been a key member of the team for over three and a half years, Tom doesn’t only exceed expectations of the archetypal LG Brand Ambassador, he has now become a model, inspirational true LG evangelist!”
“I can honestly say never have I met anyone like Tom, who can make the inner workings of a mobile phone (believe me not an easy subject) sound so interesting or in fact deliver it with such passion and understanding.”
Shaun Musgrave Product Marketing Manager, LG Mobile
Antony Tufo Key Account Manager, LG Mobile
“Tom isn’t a natural star, a diva or prima donna – he is a straight talking Yorkshireman who is proud and professional.” James Forster Business Manager - LG, Cosine UK
“Tom drives positive changes but does this by personally championing that change. He is happy to throw traditional out the window for innovative, fresh and quirky which is exactly what Three is all about.” Neelam Bhalla Vendor Training & Engagement Manager, Three
Insight Led Sales
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Brand Ambassador Powerful, Scalable Data Capture & Reporting of the Year (Field Sales)
GOLD Joe Bertolone, Tactical Solutions SILVER Jamie Dalton, REL Field Marketing BRONZE Tony Cottier, Tactical Solutions
his interventions in store have delivered over £618,000 of incremental sales, based on ARIA data from Jan 2014 to April 2015.
In silver, and nearly following last year’s gold winner Chris Bond, also from Molson Coors, was Jamie Dalton. His outstanding results have also contributed to him receiving the Living our Values award for REL, Molson Coors Employee of the year and RAM of the quarter Q2 2015.
and knowledge of store challenges to him. Both the close engagement of the client, and the brand’s core reliance on a small team of sales professionals, in order to build and gain traction, showed why a2 is so happy to have an unflagging sales leader in the field. What did the judges especially like about the entry?
“Joe is the most passionate, vocal supporter of a2 Milk that we could possibly imagine - he genuinely lives What stood out about the winner? and breathes it. He tweets, Facebook’s, The challenge for the trophy In bronze, Tony Cottier, a salesman working Services Sectors we talks cover… about a2 and his desire just to on an account that has been absolutely A Client Accompaniment feedback form Another strong year for the retail facing spread the message is super infectious. flying. Amongst other notable achievements helped show judges why Joe Bertolone Since 2006, O’Neils Recruitment Ltd has guided thousands of field sales ambassadors. He is a superb brand ambassador for Agency Side as a team player, Tony’s entry revealed that had from been put forward for this award. Sales & Marketing professionals through their careers, a2 and I have genuinely never seen a2 Milk’s head of grocery, Kate Thelwell quite like it”, Scott Wotherspoon their first job, to ‘the top job’ and beyond Field anyone Marketing spent her second day on the jobüwith – CEO, a2 Milk ü Experiential Marketing Joe and attributes all of her product Services
ü Brand Activation Search & most Selection for senior or highly specialised roles ZyncüCloud is the powerful data capture & reporting system available with advanced services including: events, festivals, sports and charities. Sponsor: Slingshot Sponsorship ü Professionals for any role within the sectors we work Client Side We help some of the world’s most forward thinking across. organisations sustainable sponsorship platforms that Design - Create, click & drag Report - Drill down, create graphing, ü Contractor Recruitment specific attract global brands. We are not industry enabling üspecific, Retail Sales & Marketing questions & responses and management for customisable you to tap into best practice across all sectors including media, projects or ad hoc assignments. ü Outsourced Field Teams Deploy - Allocate who, when & where Interface - REST API, Excel uploads/ Downloads, CRMs
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2015 FM & BE AWARDS 30
Winter 2015
29
BRAND X Autumn 2015 XI
Operational Success of the Year GOLD Wasserman Experience – Qatar 2022 GOLD Powerforce – M&S BRONZE CJ Retail Solutions – Boots The challenge for the trophy Until now our mantra has always been ‘there can only be one winner’ as shared honours rarely satisfy. This category has never seen two such obvious champions before and although silver was announced on the night, Powerforce and M&S have since been upgraded to gold status as a field marketing winner (following the agreement of Wasserman to allow us to do so). The reason for 2 golds? The top two were such panel splitters and both much admired. So CJ Retail Solutions, a previous winner of gold in this category may be sure that bronze was highly deserved. The agency fitted new retail furniture in 321 Boots stores in 5 nights. A total of 2,414 individual ‘wardrobe’ display units were installed and merchandised across the retail estate ranging from 4 units in some stores to over 12 in others – as mentioned previously no two stores received exactly the same configuration of furniture and POS. In addition, 2499 Christmas ‘trees’, 175 Illuminated Display Tables and 32 Wall Displays were installed, across the Boots estate. CJ’s logistical prowess was further stretched by 400 pallets damaged prior to their handing of them, and rescued in just 3 days. A further setback, also outside of CJ’s hands was the choice of 2.8M units when Boot’s own lifts allow up to 2M. Many stairwells and special access routes were negotiated.
development of additional collateral because many of the stores didn’t normally qualify for Tasting promotions, so had no stands, tasting kits, usherette trays or uniforms. This is not normally within our remit.” Overall Powerforce handed out 9 million samples over 5 days which equated to £1,152,471 worth of tasting stock! Other facts and figures for one 5 day activation include: • 12,000 staff contacted via text and email alerts
temperatures comfortable for spectator’s bench marked at 28°C. 2. Deliver a complex, full scale construction from pitch award, through to design and completion all in 18 weeks. 3. Create a dynamic engaging fan programme to appeal to all cultures whilst remaining respectful of the holy month of Ramadan cultural considerations which fell during the project execution. 4. Establish best in class standards against a newly introduced Worker’s Charter focuses on living and working conditions and health and safety 5. Create a new framework for attending and viewing a live sports event with a view towards changing current patterns by 2022 World Cup. Areas included a test case Park and Ride system and online ticketing 6. To ensure that the creative delivery and visitor experience was exceptionally high whilst delivering against complex
technical and operational requirements. Solutions were various but Wasserman and its suppliers did genuinely manage to cool the outdoors to more than the minimum requirement, co-ordinate the build and entertainment during Ramadan and set new standards in health and safety - 81,000+ man hours worked with no injuries 13,500 fans, from over 100 countries attended, with Qataris representing 12%. Wasserman also managed over 200 volunteers and 588 local Promotional Staff. Volunteers gave their experience an average rating of 87.4%. What did the judges especially like about the entry? Average air temperatures of 22C compared to 44C outside. Relative humidity was equivalent to London in June. Fans rated “Comfort and Cooling” at 88.9%. This event left 84% of visitors with a positive perception of Qatar as the host nation for the 2022 FIFA World Cup Wasserman win with Qatar 2022
• 6,737 applicants contacted and screened (CV, Texts, Adverts) • 68 assessment centres with 1,273 candidates invited for interview • 379 additional face to face interviews (in far flung areas) • 7,283,866 pieces of kit ordered and shipped into the warehouse which was then broken up, ‘picked and packed’ and shipped back out to stores again. 16 stores were so impressed with the Powerforce tasters that they offered them seasonal or permanent jobs within the store. Powerforce achieved an average coverage of 82-92% daily, equating to 3,095 tasting days completed over 5 days. What stood out about the winning campaign?
Beat that? Well it was nearly impossible really, but Wasserman did get a fractional and much debated nod from the judges for pulling off football fanzones in Qatar during the Brazil World Cup. This So the gold award to Powerforce, biggest challenge? Air-conditioning the upgraded from Silver as mentioned above, must have been pretty special… desert. And not only that, but this major construction was a politically sensitive In the last seven days of October 2014 proving ground with what would surely Powerforce, the regular supplier of have been intended as a major canTasting (sampling) programmes in M&S, do statement en route to a World Cup were asked to be in action in store with a awarded to the Middle East for the first Christmas Tasting festival in every store time. in the M&S estate, that November. Wasserman Experience were approached Powerforce’s entry told us: “To put this to deliver this revolutionary project from into context, we usually run a core design of a bespoke temporary stadium, tasting programme of 54 tasters, with a to construction, to live event delivery, and normal Christmas uplift to around 200 finally site clearance all within a short tasters covering shifts in somewhere of period of time. the region of 50 to 100 stores. With The project presented them with several just 19 days’ notice, we were asked to operational challenges that needed to be supply 1,141 tasters in all 516 stores overcome. throughout the UK, all fully trained and Health and Hygiene accredited at what 1. Design and implementation of an open is the peak demand time for such staff. air cooling solution to combat soaring We were also responsible for all the external temperatures in excess of 50°C stock requirements and the design and and achieve 95% relative humidity with
New Agency of the Year In a special announcement on the night, NexusEngage was announced as FMBE’s New Agency of the Year. In just over 2 years the agency has shone as a true innovator in a very competitive space carving out a niche with brand experiences that are expertly connected to sales. This year’s win in the interruptive category was a case in point (see the winner case study on page 18). NexusEngage has a particularly clear mission: “we turn empty retail space into an experience that enhances the customers shopping journey and drives footfall into targeted retailers in order to generate TV and Symantec together with an office sales revenue, as well as a ‘social open in South Africa are a sign of the shopping’ experience.” progression being rapidly made at the agency. Clients including Microsoft, LG, Now
2015 FM & BE AWARDS 31
Most Effective Product Launch or Relaunch (FM) GOLD The ShopSmart Agency – Global Functional Drinks SILVER Field Sales Solutions – Nutella & Go BRONZE Contact FM&S – hungryhouse The challenge for the trophy In bronze a return to the awards in style for Contact FM&S, an agency that excels in championing challenger brands and growing businesses. Here the agency showed how they delivered a complete refresh of online takeaway business hungryhouse’s bringing new collateral to 9500 takeaway food outlets in order to fully relaunch the service.
soft drinks. GFD have grown from a local business to a worldwide distributor over the last few years. There are 3 brands within the range. 2 energy drinks; Tornado & Eon, each with 3 sku variants and 1 carbonated soft drink brand; Freshbe with 5 sku variants. Tornado and Eon products were launched in the UK in November 2014, followed by Freshbe in March 2015.
Shopsmart’s entry impressed because In silver, Field Sales Solutions’ field team the agency played a strategic part in were deployed to be a pivotal force in the the launch – not just delivering on client product launch that aimed to establish requirements but using heat maps to Nutella and Go as a top ten count line build distribution priorities for GFD and
Most Effective Product Launch or Relaunch (BE) GOLD psLIVE – Adidas Supercolor SILVER Sense – John Frieda BRONZE psLIVE – Adidas Predator The challenge for the trophy
at a cool venue in London. It was hard for judges to say which was the better This one was a slow burner. The longer event or drew more press exposure. It the judges looked at the leading two case was hard to say whether the Frizz Ease studies the more the eventual winner projection or a Pharrell Williams screen stood out. appearance meant more to the attendees In bronze though psLIVE and Predator of each event. Whilst Frizz Ease hit retail used drones to film footballers on successfully following launch, so too did Hackney Marshes with a base to show Adidas Supercolor, kicking off with a sell hero footage of the best player skills. The out. event was connected to an integrated The difference though was in the brand campaign from Posterscope and saw the relevance of the attendees. The attendees boot win over enough support to be the of the Supercolor event appeared to be top seller. handpicked, their responses to the event In silver an Oxo Tower 3D mapped individually and scientifically analysed. projection and associated press/VIP Crucially, amongst Supercolor guests event helped see John Frieda launch were trendsetting online retailers who Frizz Ease. Following masses of press actively and demonstrably got behind the attention and social media coverage, this brand. was a creative event that made its mark What did the judges especially like with relevant press and a creative that about the entry? was supported in store for a top selling product. Partnerships with ASOS and Complex saw short AV films created by film crews/ What stood out about the winning edit suite at the event shared 8million+ campaign? times. The result of the campaign sales The winning campaign bore distinct far exceeded the client’s expectations similarities to the one in silver – VIP with the product selling out within two were invited to a spectacular launch weeks of launch.
The ShopSmart Agency win with Global Functional Drinks product via a distribution and sales push at Impulse stores. This has all meant that since its launch over 12,100 cases of Nutella and Go have been sold into the Impulse channel by the field team. What stood out about the winning campaign? GFD are a Swiss based company developing and marketing a range of
Sponsor: Troxy
helping devise retailer offers before taking those offers into store. ShopSmart has even worked with creative agency partners to design and produce POS and sales material to ensure maximum efficiencies and reductions in waste POS. This collaborative approach has helped to create the most effective POS. What did the judges especially like about the entry? 1.5 million units of product have been sold into the convenience channel since November. Over 80% of all unit sales are directly attributed to the ShopSmart Agency FSE team. ShopSmart have sold 101,250 cases (1.22 million units) into convenience channel (as at June) 2015 FM & BE AWARDS 32
psLIVE wins with Adidas Supercolor
Staff Team Award
Connected Award
GOLD Kru Live – Keds SILVER Powerforce – M&S BRONZE Cult Events – Vans BRONZE Tactical Solutions – a2
GOLD Popcorn PR – Old Speckled Hen SILVER The Circle Agency and UM London – H&M BRONZE Wasserman Experience – Spotify
The challenge for the trophy
The challenge for the trophy
a tour for footwear firm Keds. Keds partnered with Taylor Swift in a multi-year A good variety of entries made interesting licensing deal which saw the release of reading for our judges and saw four very Taylor Swift’s limited edition RED KEDS different teams taking the prizes. trainer range. Engaging directly with In bronze, the growing a2 Milk team Taylor Swift’s fan base pre-show on each for Tactical Solutions provided a very date of her worldwide ‘Red Tour’ dates, strong defence for the agency who Keds developed a fan engagement zone won this category last year. The team that toured with her show worldwide drove availability and sales of its 1L visiting London, Berlin, Shanghai, Tokyo, product in Tesco. A2’s Joe Bertolone had Manila, Kuala Lumpur and Singapore. earlier taken brand ambassador gold, a Kru worked with local partners in casting signal that this is certainly a small but and selecting the local teams of 10 fully exceptionally talented field team. trained bilingual brand ambassadors Also accorded bronze was young agency and event managers. Every staff member needed Cult Events and to be ‘on brand’ Vans who told as per the client’s the remarkable brief, experienced story of working at the how they local venues and co-ordinated familiar with their the team effort security processes, behind the experienced House of Vans’ working with various skatepark technology and experienced in utilising restaurant launch with insight into social media to amplify a live activity. the demands put onto the ops team personnel, the chef recruitment and Kru co-ordinated all aspects of 550 opening night event staff selection. staffing days including negotiation of costs and provided each team with the In silver was the M&S team from mechanism for live evaluation of their Powerforce who delivered Tasting performance. festivals including the operationally spectacular Christmas effort that is written up on page 31. Powerforce impressed further by demonstrating how they improved their staff management between Christmas and a smaller scale Summer Tasting festival. What stood out about the winning campaign? Kru Live took on a staffing and operational brief many would have baulked at when agreeing to co-ordinate
What did the judges especially like about the entry? Kru took responsibility for core activity KPIs at all markets globally and secured repeat business both with Keds and a further global tour on the basis of this success. This campaign shows how London can provide a base camp and staffing expertise that can keep brand’s activity consistent in multiple markets.
King’s Old Speckled Hen. Popcorn PR took over the Old Speckled Hen Facebook This new award required strong and @SpeckledHenry twitter accounts communications with either a mobile field from the in-house brand team for the team or a mobile fanbase and it was the duration of the campaign. From early latter group that dominated the category. March the team In bronze, a posted cunning gold winner clues to a series of of the small secret pop-up pubs scale category, which Popcorn had Wasserman with strategically ‘hidden’ Spotify, a team at key locations which absolutely around the UK. had to go the The social Connected route communications were being an online also integrated in and mobile brand. other channels: end In silver, Circle frames on existing and UM London TV and print ads ran created a stunning fashion reveal for during the campaign featuring the hunt Alexander Wang and H&M fans in the and Speckled Henry’s weekly column in know as a 5x5m black neoprene box The Telegraph included a call to action. appeared in St Christopher’s Place, What did the judges especially like London. about the entry? The main focus on the box, and • Total Facebook post reach 197k the driving force behind the social of which organic 88k, over 34k engagement, was a tweet and reveal interactions, 9,278 likes, comments wall; when a passer-by tweeted the and shares, 1,585 new page fans campaign hashtag #AWxHMreveal, one • Average Facebook interactions per post of 10 windows lit up, revealing an item +192% of clothing previously hidden behind oneway glass. The box used geo-location • 159k Twitter impressions, over 6,400 tagging and a radius of 100 metres, interactions, 1,100 replies, RTs and meaning only people tweeting within favourites, 4.4% post engagement rate this pre-set area could reveal/light-up a • #huntforahen hashtag total reach: 802k window-box. Results included twitter reach of 1,152,852 over 6 days allied to stock selling out.
• Average Twitter interactions per month +320%
What stood out about the winning campaign?
• 680 pubs took part, 10% being new stockists of the brand
#Huntforahen was a brilliant pint hunt that capered across Britain for Greene
• 60 new stockists directly attributable to the Hunt for Hen campaign
Kru Live wins with Keds
And the clincher…
Popcorn PR wins with Old Speckled Hen 2015 FM & BE AWARDS 33
Most Effective Creative Sampling GOLD Sense – Glaceau Vitaminwater SILVER GMR Marketing – Chobani BRONZE Inspira – Milo’s Kitchen BRONZE Multiply – Highland Park The challenge for the trophy The US invaders and cross border marauders failed to topple the mighty Sense in this one when the Londonbased agency picked up gold. The competition was enlivened by the US and Scottish entries though, adding quality to a category that had a lower number of entries than in previous years. In bronze, the latest incarnation of a previous award winner in this category saw in depth whisky masterclasses and sampling for Highland Park with 8 out of 10 consumers from 16,000+ sampled stating that they would order it again. Bronze was also announced for the team behind the tour for Milo’s Kitchen which sampled directly to dogs. The entry told how the tour addressed brand perception changes after a serious product recall. In silver it was all about the quality of the staff and the logistics as lead yoghurt brand Chobani delivered a massive tour in a relaxed fashion with unrushed quality time out for samplers. The stateswide tour reached 35 markets with 290 events, 700,000 samples and 12 per cent coupon redemption. What stood out about the winning campaign? A 7 week gallery space in Brick Lane offered young creative people a range
of exclusive opportunities to work with and be inspired by some of the biggest names in the entertainment and creative industries. Talent included media boss Jamal Edwards, fashion designers Agi and Sam and music industry titan Rob da Bank. Events included exhibitions and mentor workshops. Social media supported the studio allowing people to get tickets to events and learn more about the project and even offered the chance to exhibit at the venue in the final week. Initially Sense used sampling as an invite mechanism – covering local areas with high footfall. Neck collars on full bottles of Glaceau Vitamin Water explained the location of the studios with a brief note, intending to intrigue those into exploring the creative hub. This mechanism was also used at the entrance of the studio to draw in the crowds. Samples were also housed within the Shinebright Studio itself in branded fridges.
Innovative Campaign Award GOLD Brand Experience Company – SKODA SILVER Smollan – Unilever BRONZE Momentum – TIGI The challenge for the trophy
The category was brought about by our judges who felt several entries had broken new territory for FMBE campaigns For SKODA, in addition to the 885 and deserved recognition. quality leads captured by the brand ambassadors and passed to ŠKODA’s In bronze a startling smartphone dealer network, the EvenTrack™ system augmented reality app for Tigi by definitively showed that a further 5,000 Momentum that helps the sales force people spent time in and around the project a new virtual reality Tigi display car on the stand but preferred to source fixture into space in a hair salon so that additional information on line rather than the salonist can appreciate how it will leave their details. look prior to accepting it. Over 5,000 people engaged with the In silver, the ground breaking Planorama cars and the brand ambassadors without photography software so brilliantly leaving their details. By more accurately implemented by Smollan and Unilever measuring this wider engagement, our (winner of our field data category, page client is better able to demonstrate the 12) benefits of this type of activity and secure What stood out about the winning budget for future years. campaign? What did the judges especially like Film system EvenTrack created and about the entry? deployed by The Brand Experience EvenTrack showed that over 5,000 Company for their extensive SKODA people engaged with the cars and the tour gives promotional stands a new brand ambassadors without leaving their mechanism for assessing the brand details. By more accurately measuring impact. this wider engagement, SKODA has been Before now too many brand experience better able to demonstrate the benefits of campaigns have guessed at the impact this type of activity and secure budget for on browsers and passers-by though future years.
What did the judges especially like about the entry? The event was rated the highest ever for word of mouth with 82% of visitors telling an average of 6.5 people. (Shinebright was scored in this by a paid independent evaluation agency vs. 35 other experiential campaigns 2010-2014)
Olivia Warner presents the award to Sense
Sponsor: Kru Talent International Kru Talent once again supplied the roaming performers on the award’s night – Moustache Balancers, Martini Glass Performers, JGB and The Fairy Juggler – see pages 4-5
in many campaigns these reluctant participants are also on target, relevant and interested.
The Brand Experience Company wins 2015 FM & BE AWARDS 34
Special Award: Client Relationships (FM)
Special Award: Client Relationships (BE)
GOLD REL Field Marketing – Mondelez SILVER Retail Marketing Group – LG BRONZE FMI – Electric Ireland BRONZE REL – Molson Coors
GOLD Wasserman Experience – Vodafone SILVER psLIVE – 20th Century Fox BRONZE Sparkle Productions – UKTV Dave BRONZE whynot! – Malaysian Cuisine
The challenge for the trophy
The challenge for the trophy
This was the strongest category at the awards this year with ‘winner’ quality going beyond the shortlist. As one judge commented “This category is bulging with evidence that fickle clients are missing out. The message is clear, find a trusted agency to partner with and stay with the scheme building on success with a long term contract.”
in Australia. Retail Marketing are also invited to LG team key calendar events for their valued input. An example of this is that each year, a team from Retail Marketing will go to LG’s Head Office in Korea to meet with LG’s R&D team to see first hand the next generation of LG products. They
The bronze winner was a case in point. Beyond the big REL/Mondelez win picture success story the paper also are privy to new product ranges six noted “By signing a 4 year contract months ahead of launch which helps in Jan 2015 we have saved MC Retail Marketing to plan the ‘go-to 6.1%, opening up further investment market’ strategies ready for launch. opportunities for deeper promotional They also attend the famous CES plans across accounts to deliver annual event in America with LG each savings for customers. To unlock an year for new launches. even stronger partnership, synergies What stood out about the winning and economies of scale both REL campaign? and MC senior team had a day joint ambition planning. . In the last year REL and Mondelez’s relationship we have saved MC £12,500 through is mutually supportive and team looking at existing operations and supportive every step of the way and working together we can plan more there are many instances where the effectively to further reduce costs (eg seamlessness is evidenced, namely: refining POS, recycling, paperless Mondelez have their own internal environment).” Manager Awards and they have awarded 6 REL people these awards Bronze was also accorded to FMI - the first time these have ever been and Electric Ireland for whom Paul awarded to a 3rd party. Stapleton, general manager Electric Ireland concluded: “FMI have proven What did the judges especially like to be an excellent partner for Electric about the entry? Ireland as they align with our core The immensely strong relationship values in terms of concern for is backed up by some exceptional customers and treating them with and progressive and independently respect, concern for the safety of their measured ROI: people, and concern for our business ROI Over The Years: reputation, while delivering very good sales performance and being 2012: Sales: £12.6m ROI: £7.11 responsive to our changing business 2013 Sales: £19.8m ROI: £13.27 needs.” 2014 Sales: £25.7m ROI: £18.05 In silver, Retail Marketing Group with LG have worked together for a decade and the team are now extending overseas, combining forces
(All data is taken from 20:20 RDI, an independent company that analyses the effects of REL’s actions in store.)
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Brand experience has less contractual relationships than field marketing but that hasn’t stopped the leading partnerships form turning out one successful experience after another. In bronze was a relationship that has extended beyond Malaysia Night, a culinary entertainment showpiece event that has become a Trafalgar Square annual landmark occasion. The Night is now joined by a Spring event and many more, often sampling from celebrity chefs. Malay cuisine has been promoted at events ranging from Taste through to the Commonwealth Games. These events are backed by impressive integration with TV and online and generate sales of 146,000 products at events.
our relationship with psLIVE and it is something that has gone from strength to strength over the last three years. If anything truly ambitious or any truly out there idea needs achieving, and needs doing well, then the first port of call is the team at psLIVE” What stood out about the winning team? Vodafone is a dream client to have so long as you are up to the job – and Wasserman clearly are. 2 Platinum, 6 gold and 2 silver awards since 2004 at FMBE makes the pairing our most successful BE team. The client is a winner because the experiential ethos has been high for a long time and the brand has been brave and imaginative, especially when leveraging
Bronze was also accorded to the team behind Dave’s annually progressive active sponsorship of the Leicester Comedy Festival. Last year’s winner of our sponsorship activation category proved here that Dave’s successful association with comedy has been driven by root and branch association with stand Wasserman/Vodafone win up and benefitting from a shared ambition with the event organisers to deliver sponsorship of properties including Maclaren a more engaging event each year. Mercedes, Ashes cricket, music festivals, London Fashion Week, London New Year’s It would be hard to imagine better Eve and UEFA Champions League. contenders than the teams that won silver Campaigns have often been highly innovative and trendsetting including an online-driven taxi race, a graffiti hotspots competition, a world first multisensory fireworks and an F1 car launch in Berlin with the parts carried in by the fans. What did the judges especially like about the entry? and gold and the judge’s final call was marginal. psLIVE and 20th Century Fox have been inventive, creative, results focussed and effective for an array of film, Blu-Ray and DVD promotions and were able to reference highlights including The Croods’ promotion at Stonehenge for Spring Solstice, Turbo the snail being unveiled at Goodwood Festival of Speed and motoring round the racetrack, and creating a live threedimensional Homer Simpson to present alongside his creator Matt Groening at the Simpson’s 25th Anniversary event in San Diego. Chris Green, marketing director, 20th Century Fox commented: “We really value
2015 FM & BE AWARDS 36
“We consider Wasserman Experience as a real partner. Their professionalism, dependability, creativity and ability to react quickly to our needs make them a vital part of our team. Our relationship has been a long one, over ten years, so they really understand our brand and our vision as if it were their own. We know that we are always in safe hands which gives us the confidence and trust in them to deliver ground-breaking work which delivers astonishing results. We hope we continue our relationship for a long time to come.” George Kapellos, Senior Brand Engagement Manager, Vodafone Group
Brand Experience Agency of the Year
Wasserman’s innovative work with Sky
GOLD Wasserman Experience SILVER Sense SILVER psLIVE BRONZE The Field The challenge for the trophy If the top four here were an indicator of the BE industry in general then we would have a very healthy year to report. They have all been on the rise. In bronze, a best ever year for The Field, a business that has grown year on year since conception in 2005. The agency, which has been seen as something of a gaming sector specialist has made its first major breakthroughs in multiple sectors in the last 18 months, including pharma (IMS Health) and food and beverage (Whitbread). The evidence is strong that this transformation has been accomplished with another major new client, Campari Gruppo seeing off allcomers in one of our most challenging categories, immersive consumer events (see page 20). Two silvers were awarded, an announcement that saw Sense, a previous Agency of the Year winner celebrating their best ever year financially with a return at FMBE that celebrated their creative sampling with Glaceau Vitaminwater with gold together with silver awards with Warburtons, John Frieda and The Economist – four campaigns that showed off the agency’s versatility – though all are supported by independent research and evaluation. For psLIVE silver was a step up from bronze in 2014 though the ambition is clearly there to go for gold for an agency that is anchoring a global network and has delivered breakthrough work for a host of clients in different sectors this
year. Highlights included the gold winning product launch for Adidas Supercolor and further hits with entertainment business 20th Century Fox. psLIVE showed our judges a host of campaigns, all of which reinforced an impression of an agency that is resourceful, effective and dependable as well as creative, brave and innovative when called upon. What stood out about the winning agency? Wasserman impressed in the award categories, especially with work for Spotify and Qatar 2020, work which showed off their digital prowess in one instance and their logistical clout from a new Doha office in the other (see pages 30+31). The agency also saw further recognition for its work with Vodafone. Alongside this we also learnt that in the last 18 months, Wasserman had:
Brave subscription sales for The Economist by Sense
• Grown turnover by 105% • Won 7 new clients • Delivered 175 Projects • Executed 950 Event days
psLIVE helps launch Center Parcs. Woburn Forrest (at Waterloo Station)
• Engaged over 2.8 million people
The Field’s experiential stand for ASUS
• Delivered over 784.7 million social media impressions • Maintained a staff retention of 92% What did the judges especially like about the agency? A focus on tangible ROI modelling and operational ISO certification provides Wasserman with a solid base onto which they can pin creativity and innovation.
Sponsor: Bluewater Shopping Centre The figures are extraordinary – but no more extraordinary than the place. With 150,000m² of retail, 330 of the best UK and international brands, 50 restaurants and bars, 13,000 free parking spaces, 20 hectares of parkland and seven lakes, Bluewater is like no place on earth. There is no comparison. There are ten experiential locations within Bluewater that create a unique platform where you can reach a wide target audience and be certain your car promotions, product demonstrations and sampling activities will be an outstanding success. Connect and engage with your audience close to the point of purchase. www.bluewater.co.uk
Bluewater’s Max Scally presented the award to Wasserman 2015 FM & BE AWARDS 38
Field Marketing Agency of the Year
Close observers of FMBE will not have been surprised to see Logobrand reach the top of the tree. This mid-size agency does not share economies of scale or the same extensive client base as some agencies do but it does enjoy the best entry to award success ratio at FMBE through the years and tremendous client loyalty, driven by data-led performance (client retention was 100% yoy in 2014-15). This year Logobrand blitzed the product The challenge for the trophy that show that Powerforce surpasses launch category expectations with style: its Net with such a A close competition saw the top Promoter score and very positive powerful use of three out front and all three of them Employee Satisfaction Survey confirm negotiation that discussed as potential winners as the that Powerforce is a great place to our judges felt Bluewater’s Carly debate rumbled on. In the end the work even when responding to high showed field sales Jennings presented quiet revolution going on at Logobrand pressure client calls. at its imaginative the award to turned enough heads for a win that best (see page 32) Logobrand was, by the end of the deliberation, In silver was the much garlanded whilst this has also near unanimous. REL Field Marketing. REL enjoys an industry leading reputation for instilling been a year when Logobrand has been on a In bronze, Powerforce, who impressed team ethics and this year returned to Government Growth Accelerator scheme with with case studies including M&S exceptional results: the top of the tree with a Mondelez and Vype. The agency is part of a team that has matured by drawing “Our growth figures speak for themselves: group – Advantage Smollan – but a on multiple resources pooled from campaign led by Powerforce always • Last FY we grew by 38% YOY the agency and client. The win in seems to have Powerforce DNA client relationships is also indicative •This FY growth target is 35% running through it. It would be hard of broader picture at REL which has to imagine an agency that would be •Q1 : Bang on target with YOY growth seen their biggest clients signing longbetter to turn to if you wanted to tap tracking at 35% “ term agreements. This security should into ‘determination’. The agency’s pave the way for further innovation in This growth has been delivered whilst extraordinary passion to surpass client continuing to use data to cut call wastage 2016, building on some confidential expectations at the drop of a hat is in favour of ROI-justified corrective visits to strategies that REL shared with our perfectly illustrated by the Christmas grocery and against a backdrop where many award judges. Tasting Festival for M&S (read more other mid-size agencies in FMCG have fallen What stood out about the winning on page 31). This resourcefulness is back. Logobrand’s in house systems team agency? supported by many agency metrics are renowned for their regular innovations
allowing the teams to focus on action, not admin. The growth results are also underpinned by healthy profitability – profitability that has not been undone by a policy of handing back or redirecting unspent client budget on a regular basis.
GOLD Logobrand SILVER REL Field Marketing BRONZE Powerforce
What did the judges especially like about the entry? Logobrand has made a leap forwards whilst enjoying some of the best staff retention stats in the industry. 65% of the current field staff have been with Logobrand for five years or more and they are all PAYE employees. Employee satisfaction is monitored continually using anonymous feedback via Survey Monkey and the happy and well-equipped team clearly benefit from the consistency when it comes to pushing for results in store and maintaining relations with key retailers.
Sponsor: Bluewater Shopping Centre
Powerful, Scalable Data Capture & Reporting
Zync Cloud is the most powerful data capture & reporting system available with advanced services including:
Design - Create, click & drag
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Capture - Support for Android/iOS/
Store
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questions & responses
Windows XP or greater real time
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Powered by Zync Solutions - proudly supporting field marketing & sales teams since 2001 2015 FM & BE AWARDS 40
enquiries@zynccloud.co.uk www.zynccloud.co.uk 03330 446 245
No.1 in our field Utilising real time data insight to maximise availability, visibility and compliance at point of purchase for our clients brands. We work intelligently, efficiently, flexibly, pro-actively and insightfully. We simply ‘Do it better’ at point of purchase, regardless of whether you... • Already employ your own field marketing/sales agency • Don’t support your brands at point of purchase
Talk to the experts To learn how we can help you deliver best in class retail execution, get in touch with our Managing Director Sally Davis sally.davis@logobrand.com 0115 952 7878
Field Marketing Agency of the Year 2015 Logobrand Field Marketing Ltd 8 George Street, Nottingham NG1 3BE 0115 952 7878 www.logobrand.com
AT THIS YEARS AWARDS
2015 FM & BE AWARDS 42
2015 FM & BE AWARDS 44
ONLY IF THE SHOE FITS
When choosing ambassadors for your event, one size doesn’t fit all. As a premier staffing agency, we go to extraordinary lengths in the search for Miss or Mr Right. Whether you are looking to hire some authentic talent or provide hosts for high end corporate entertaining, we can find your perfect match. Only if the shoe fits perfectly will they get the job. baileyh@avantgarde-uk.com www.avantgarde-uk.com 020 7632 7670
ONE OF A KIND
Congratulations to all the winners at this year’s FMBE Awards We know how important it is to go beyond what’s expected, especially when it comes to live brand experience. At Bluewater we strive to deliver surprising experiences for our guests and welcome you to showcase your experiential activity in a destination like no other.
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