Hello, Take a look at some of our highlights from 2016. Our most awarded year EVER!
Janu
uary 2016
Big wins at FIP Awards
FIP, the Ibero-American Festival of Promotions and Events, recognized Momentum with several honors in its annual “Golden Night” awards ceremony in Buenos Aires. Momentum offices across Latin America and Europe—including Chile, Colombia and Peru—earned a total of 35 awards in the global competition, including: a Grand Prix for Momentum Chile in the “Best Event” category for Coca-Cola’s Move by the Red experience; and a Grand Prix for Momentum Spain in the “Best Promotion, Europe” category for Microsoft’s Fan Sticker Album. 7
American Express experiences success at CES
For the annual Consumer Electronics Show (CES), we supported American Express OPEN and ZTE’s brand experiences. At the American Express OPEN space, attendees played a small business-inspired trivia game to earn delicious snacks from featured OPEN companies. For ZTE, we produced a floor activation, The ZTE Center Court, featuring performances by famous street ballers (Harlem Globetrotters and AND1 Mixtape), STOMP drummers, and appearances by multiple former NBA players.
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Launching #Minute50 for Verizon Heading toward Super Bowl 50, Verizon kicked off its #Minute50 campaign with a nationwide sweepstakes featuring prizes including game tickets, 5 GB of data for 50 months and more. As the events launched in San Francisco, Verizon took hold of the city through activations at Super Bowl City and Levi’s Stadium. We brought these activations to life, highlighted by an immersive Game Winner experience at Super Bowl City, putting visitors into the game to make the final play.
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Inspiring insight & Trends Across the Planet
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Febr
ruary 2016
PMK•BNC three for three in Audi NA account reviews Audi of America has selected PMK•BNC, its incumbent agency since November 2007, as its US AOR following a competitive review, making this the third time the automotive giant has retained the agency since 2006.
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Taste the feeling all year round
The Momentum Japan team won a creative pitch for Coca-Cola Japan’s 2016 corporate calendar against Dentsu. Reportedly, it has the largest circulation as a corporate calendar in the country. The creative was developed to align with the new “Taste The Feeling” global campaign positioning.
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BMW launches Lounge 7 experience in Japan
To promote the debut of the new BMW 7 Series, Momentum Japan developed the bespoke “Lounge 7” experience, which consisted of invitation-only unveilings of the products, paired with other luxury brands and specially prepared five star cuisine, designed to reflect the contemporary luxury of the new automotive range. After this, the experience took to the road as “Lounge 7,” visiting three major cities in Japan to conduct special business meetings with exclusive test drive opportunities.
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Admap: Fan-first sports platforms Our “We Know Sports Fans� global study has been featured in the February 2016 edition of Admap, the pre-eminent marketing strategy journal. Anna Dalziel, Marketing Director, UK & Global, penned a piece for the publication on how our research had revealed that ultimately, fans want brands involved in sports via sponsorships to act more like fans, leveraging the shared experience to create meaningful connections.
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Microsoft & Real Madrid score a winner
Microsoft continues to work on the transformation of sports through technology, and under its agreement with Real Madrid, presents the new campaign “Want More,� created by Momentum Spain. The spot was released on January 25 through Real Madrid and Microsoft social media, and it has reached over 6 million views. During the upcoming months, this campaign will be implemented worldwide through social media, Microsoft Stores and some specific Microsoft channels in the United States, like the Times Square Cube and the Microsoft Theatre in Los Angeles. 25
Mar
2016
arch
Momentum Worldwide UK team bags “Event of the Year” and “Agency of the Year” at Eventex Global Events Awards
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Odell Beckham Jr. surprises fans using Verizon’s “Better Reality” technology Our “Better Reality” work for Verizon with Odell Beckham Jr. has made headlines in all the right places, including The Bleacher Report. They loved the experience we created and Odell’s signature one-hand catch was on display for the lucky Verizon customers participating!
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Farhang named to prestigious Ad Age “40 under 40” More recognition for our agency comes in the form of Momentum Worldwide CCO Omid Farhang being named to the Advertising Age “40 under 40” list. Described by the publication as an annual collation of “the bright young minds who are reinventing and reshaping marketing’s future,” it reads like a “Who’s Who” of the marketing and advertising world. Congratulations, Omid!
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United soars with two great experiences
For the 2016 United Airlines NYC Half Marathon, runners participated in a finish line photo capture with auto-posting to Facebook on race day at the United Airlines Experience at Metropolitan Pavilion. They also entered for the chance to win two roundtrip tickets to anywhere United flies, interacted with United Flight Attendants, and received special United branded premiums. On race day, over 350 MileagePlus® Premier members enjoyed premium pre-race hospitality experiences at Tavern on the Green and a post-race at 55 Water Café. That’s not all: Adweek gave United props for their role as a sponsor at SXSW. They were one of the brands dominating social buzz, thanks to the great work we created there. 35
Ap
pril 2016
American Express slam dunks with the NBA In Los Angeles, American Express Card Members had the opportunity to attend an exclusive Teamed Up conversation with retiring Lakers superstar Kobe Bryant, where he discussed the impact his teammates have had on him over the years. He was joined by former Lakers Rick Fox and Robert Horry. Also, kicking off the first experiential work for the American Express and Golden State Warriors partnership, the American Express #FanVan is traversing the Bay Area, bringing giveaways, player appearances and a custom-made mini basketball court.
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Verizon gives Bostonians a special water experience Verizon brought its high-speed Fios internet to Boston for the first time. Boston Mayor Marty Walsh announced the news at a press conference to let the citizens of Boston know that they could vote on which neighborhoods would get the service first. We created a special water projection that pointed people to the website to vote, making passersby stop and take notice.
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noma australia pop-up in Sydney sponsored by American Express
For only 10 weeks, one of the best restaurants in the world, noma (winner of 2 Michelin stars) temporarily closed its doors in its native Copenhagen to head to Australia to the exclusive noma australia pop-up in Sydney. Partnering with American Express, the restaurant sold out all its reservations in 4 minutes. Over the ten-week event, Momentum UK activated 5 separate culinary experiences for over 200 Card Members coming from around the world to attend.
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Ma
ay 2016
Bloody well done, Bloody Great Big Show Momentum UK hosted the Bloody Great Big Show, a two-day experience showcasing some of the agency’s greatest recent work and our thought leadership. Day one featured more than 70 clients and prospects getting the chance to try out experiences like the You Vs. Tennis VR, the Survival of the Grittiest billboard (featuring some of our UK folks standing in on the billboard), interactive experiences from Nestlé, Coca-Cola, Nissan, blu and more.
Also on day one, UK President Luke D’Arcy chaired a panel featuring NA CTO Jason Alan Snyder on how technology impacts experiential. Day two saw loads of invited talented folks come through the space and get an idea of what it’s like to work at Momentum, creating amazing experiences on a daily basis. The affair was a huge success with rave reviews from all attendees. Later on in the year, we won In-House Event of the Year at The Drum UK Event Awards.
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American Express gives Warriors fans an IMAX first American Express Card Members in the Oakland/San Francisco area were treated to an exclusive experience: the first-of-its-kind live streaming of professional sports on an IMAX screen. More than 250 Card Members gathered to raucously watch the Golden State Warriors take on the San Antonio Spurs complete with snacks, drinks, swag and t-shirt cannons.
Momentum redesigned the space to capture the feeling of the arena entrances for the players. From the moment fans arrived—from shooting hoops at the Fan Van outside with its custom basketball court, to the final buzzer—every aspect of the experience was created and executed flawlessly. 49
Momentum makes Event Marketer’s “It List” The Event Marketer “It List” celebrates the top 100 agencies doing experiential work. We’re a mainstay in the rankings of course, having been featured for over a decade straight. This year’s write-up from the magazine’s editors is especially complimentary, highlighting our big client wins (like Facebook, Chobani and Papa John’s) while also honoring the work we’re doing—pointing to Verizon’s skywriting text messages over the Indy 500 as one example of our creativity. Congrats to all who helped us make the cut.
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Momentum and American Express win top prize at Ex Awards
Event Marketer magazine’s Ex Awards honor the top experiential work each year, and our overall work for American Express and their sponsorship of the US Open Tennis tournament took home the biggest prize of the evening, being named “Event Program of the Year,” in addition to nabbing Gold for “Best Sports Activation.” Facebook IQ earned a Silver in “Best B-to-B Environment.” This makes us the first agency to ever take this award twice; we won the “Grand Ex” 10 years ago, also for our American Express partnership. 53
PMK•BNC named PR agency of the year at Stevie Awards
The 14th Annual American Business Awards honored PMK•BNC with three Stevie Awards, including Gold for Public Relations Agency of the Year and another for Marketing Agency of the Year. Additionally, this Momentum family member received a Silver award for its Winter 2016 edition of their half-yearly Snapshot Magazine for Best Newsletter or House Organ/Publication—Print. 55
Jun
une 2016
Momentum & The Survival Billboard win 18 Cannes Lions We won an amazing total of 18 Lions at the Cannes International Festival of Creativity. We’re so proud of our team, whose hard work, inspiration and dedication brought home 5 Gold, 8 Silver and 5 Bronze. The success of “Survival Billboard” was the result of audacious creativity, innovative technology and, most important of all, collaboration between agencies in the McCann Worldgroup network—McCann London, m:united//McCann, Momentum Worldwide, MRM Meteorite and Craft. Besides the great wins, Momentum Brazil’s leader Maria Laura Nicotero served as a judge on the Promo Activation Jury at Cannes.
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Mexico Coca-Cola Cup 2016
Momentum Mexico activated the 19th edition of the Coca-Cola Cup last month. This year’s Cup was played by more than 5,000 teams, consisting of 80,000 teenagers (ages 13–15) who played more than 7,000 games over the course of 4 months. The two winning teams; Aguascalientes (men’s division champions) and Aguascalientes (women’s division champions) won a trip to the Copa America finals in New Jersey next June 26.
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Momentum wins big
After a 20-agency pitch, Momentum Worldwide is appointed as SAP’s global sponsorship agency of record.
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American Express #TeamedUp with Shaq and Phil Jackson American Express hosted another exclusive TeamedUp conversation, this time between 17-time NBA champions Shaquille O’Neal and Phil Jackson. The former player and coach spoke candidly about all things personal and basketball to a room full of American Express Card Members. The epic conversation was moderated by ESPN’s Hannah Storm. Additionally, ABC/ESPN broadcast clips from the conversation during coverage of the NBA Finals. Momentum created the TeamedUp concept in addition to carrying out the activation.
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Ju
uly 2016
Grand Ex winners on Event Marketer cover The American Express “You Vs.” experience at the 2015 US Open won Event Marketer’s top prize at the Ex Awards. As the first agency/client team ever to claim the Grand Ex twice, Event Marketer featured our own Christine Shoaf alongside American Express’ Deb Curtis on the June/July cover. Our first win was back in 2005—when we helped American Express transform NYC’s Rockefeller Center into a mini National Tennis Center with stadium seating, Jumbotron, live matches, and a grass lawn.
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Oreo Wonder Vault pops up in Los Angeles We helped Mondelēz stage a one-day sampling experience on LA’s Sunset Boulevard to introduce Oreo’s new Choco Chip cookie as a combination of two age-old classics: chocolate chip cookies and Oreos. To revive childhood memories, Oreo opened the pop-up Wonder Vault, designed to make adults feel like kids again. The installation featured two rooms filled with everything oversized—a huge fridge, a giant cookie jar, giant tables and chairs, and more— recreating the magical feeling of being a small kid in a huge world.
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Shots: “On my radar” with Mike Kettles Momentum UK’s ECD, Mike Kettles, chats with Shots about everything from dog collars to Dave Trott and discovering new music. Highlights include Mike telling what inspires him: “I am blessed to be surrounded by incredible creative talent every day so I am constantly inspired by creativity on a myriad of levels. The simplest piece of writing, the biggest pitch-winning idea or brilliant design constantly puts a yard in my stride; six nominations for The Chip Shop Awards from one creative department tells its own story.”
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Momentum Japan connects teens to Acuvue Our team in Japan was tasked with connecting a new generation of Japanese teens through a simple promise by ACUVUE, “The lens that I change myself.� The campaign tells the story of how you see others, how you see yourself and how you see the world through emotionally engaging content. The campaign generated ACUVUE brand demand for teen contact lens considerers that ignites them to ask for ACUVUE with great results: the teaser movie gained 850,000pv within 2 weeks.
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Momentum India promotes health and hygiene The month-long Simhastha Kumbh Mela sees over 50 million Hindus congregate for a holy dip in the Kshipra River. This year, with the help of Momentum India and an army of volunteers, Reckitt Benkiser made a positive impact, promoting health and hygiene at the event with their Dettol and Harpic brands. Together, they educated millions about the importance of hygiene and healthy hand washing—achieving 968,069 waterless handwashes, maintaining 1,500,000 Harpic toilets, and taking 11,579,934 pledges to practice healthy hand washing techniques.
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Jason Alan Snyder on VR in The Guardian CTO Jason Alan Snyder talks to The Guardian in “Virtual Reality: Are You Ready for Surreal Estate?” about experiential marketing and VR through the eyes of the consumer. He discusses Momentum’s use of VR in activations including the Verizon IndyCar experience and the American Express “You Vs.” stating, “Consumers have realized that advertising is fake and VR can create real experiences.”
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Aug
gust 2016
Momentum UK’s Hoegaarden floating beer experience Momentum UK launched the Hoegaarden Floating Gaardens on the East London canals on July 30, offering guests an immersive, multi-sensory taste experience that highlighted the beer’s natural ingredients and allowed them to rediscover the delicious flavors of Hoegaarden while surrounded by nature. The bespoke barge sailed every weekend from July 30 to August 21 and was docked in the East End, at Hackney Wick’s Number 90 Bar & Kitchen, during the week.
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Ad Age: Kevin McNulty on The Olympic Games torch relay President and CMO Kevin McNulty spoke to Advertising Age about the upcoming Olympic Games in Rio de Janiero in “Olympic Sponsors Prepare to Go ‘All in’ for the Games.” Momentum worked with both Nissan and Bradesco on the Olympic torch relay, which began in May and concluded at the opening ceremony—when the surprise torchbearer lit the cauldron. Kevin, an Olympic Games attendee since 1984, told Ad Age that “the final torchbearer is always a secret.”
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Nissan deems Rio 2016 sponsorship a rousing success When tasked with launching and increasing brand awareness for the new Nissan Kicks, Momentum Brazil transformed the facade of the Hotel Nissan into something unforgettable, with a giant projection screen that made it a destination where people could watch Olympic Games news live, just a few kilometers from the action! And we’re pleased to say that Rio 2016 has led to a full point increase in market share and 2000 pre-sales of the new Kicks vehicle.
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The Drum: Luke D’Arcy on how brands measure the impact of Olympic Sponsorship Luke discussed the measurement of Return of Experience (ROX) for brands looking to achieve gold medal-winning campaigns, both commercially and creatively, with The Drum.
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Septe
ember 2016
American Express aces experience at the Us Open
Our American Express team always challenges themselves to surpass the previous year’s US Open Tennis experience while bringing the brand’s promise to life. This year was no exception—and we rose to the occasion. We created the Pro Walk, an immersive reality mixed media experience that let fans feel what it’s like to be on center court and win the championship. Press coverage was resoundingly positive, with great articles in Forbes, the SportsBusiness Journal, Advertising Age and ESPN, to name just a few.
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SportsBusiness Journal cover story Sharing his life/business philosophy and career path from age 21 to today, CEO Chris Weil was recently profiled in SportsBusiness Journal. “Go travel the world. If you are 21, go do something else. This business will be here,” he says. “This is an uncomfortable business. We are constantly being asked to do something that’s never been done before. So go do something that makes you uncomfortable, so you can go live in your own skin and live in the turmoil of the agency business and enjoy it.”
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American Express invites Seahawks fans to dinner American Express recently invited Card Members to indulge in a four-course meal on the 50-yard line of CenturyLink Field, home of the Seattle Seahawks. This exclusive VIP experience included a pre-dinner cocktail reception featuring a number of photo opportunities and football activities preceding a once-in-a-lifetime dining experience. Dinner on the 50 featured an array of special gameday programming, including appearances by the Sea Gals & Blue Thunder plus a panel of Seahawks—Bobby Wagner, Earl Thomas and Tyler Lockett. The experience was covered in BizBash.
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Beet.TV: Jen Frieman on challenges of recruiting creative talent What are the challenges of attracting creative to the agency? How do you find the best-in-class talent? What about brands who are hiring freelancers? Where does diversity come into the talent picture? Our Chief Talent Officer Jen Frieman discussed these tough questions and more during an interview with Beet.TV at the 4A’s Transformation Conference.
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Octo
ober 2016
Donnalyn Smith shared her thoughts on diversity and women in advertising Speaking with the 4A’s blog “See It & Be It,” NA President Donnalyn Smith shared some of her thoughts on the state of diversity in our industry. She also discussed how important it is for women to reach higher levels in the creative teams and for diverse voices to be involved in the work, leading to a broader representation of consumers in the final product.
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Momentum UK named Agency of the Year Major Players, leaders in marketing and creative recruitment for over 15 years, created the Major Awards in partnership with leading trade publication The Drum to celebrate individuals as well as organizations. And recently, Momentum UK was named Agency of the Year. Congrats to the UK team for winning this exceptional honor, based on the strength of our people and work that has always made us leaders.
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Is UK gaming retail going the same way as music? Dean Taylor, UK Director of Creative Strategy and Planning, was invited to comment on a piece that looks at the future of UK gaming retail in a new digital age, including this snippet: “A new digital streaming age where people subscribe to access massive virtual libraries of music tracks or all-you-can-eat films and box sets is making physical DVDs and CDs inert. And now it’s happened to computer games.” 107
Novem
mber 2016
Momentum Brazil wins big at Effies for Olympic Games work In Brazil, the Olympic torch relay we created with Bradesco Bank and Nissan earned us three big wins at the Effies. Done in partnership with McGarry-Bowen, we won two Bronze and a Silver for the relay, which traversed the nation, visiting more than 250 cities and towns in the lead up to the games.
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Momentum Spain helps IKEA celebrate its Spanish history Momentum Spain created pop-up IKEA stores in the heart of Madrid and Barcelona where only traditional brands are sold, celebrating IKEA’s product history in Spain. TV, online ads, and a special landing page informed about the locations, dates, workshops and more. The October 20 opening included appearances by key influencers and the entrance featured messages remembering curiosities of IKEA during its 20 years in Spain. Inside, displays showcased limited-edition products and other IKEA classics. The experience welcomed 60,000+ visitors, with long lines and big sales. 113
Laura Moser: Woman of Excellence Earlier this year it was announced that our retail shopper marketing lead Laura Moser was named to the Path to Purchase Institute’s “Women of Excellence� list. Recently, the organization held the formal reception, handing out the awards and celebrating the executives who have distinguished themselves in the industry through their leadership and involvement in influencing shoppers along the path to purchase. Congratulations, Laura!
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American Express launches #TeammateSince on social #TeammateSince is a new social initiative that takes the popularity of #TBT and adds a celebration of NBA fandom. This program encourages fans to post throwback photos of themselves in NBA gear using #TeammateSince #AmexNBA to show how long they’ve been a Teammate of their favorite team and will run through this season, if not longer. We created this initiative as part of the larger “Teammate to the Fans” activation plan that we created for the American Express NBA partnership and encouraged fans to share their photos on social using the hashtags.
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Decem
2016
mber
Fran Elliott voted #7 in the Event 100 A massive congratulations to Fran Elliott who came in seventh in the Event 100—which is a fantastic achievement. A big thank you to everyone who voted!
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Momentum UK voted Experiential Company of the Year
For the second year running, Momentum UK was awarded Events / Experiential Company of the Year at The Drum Network Awards 2016 which is a fantastic achievement!
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