What was the brief?
BlackBerry wanted to raise awareness of its devices and incentivise sales in Orange stores nationwide. As part of Circle’s ongoing relationship with Research in Motion and in particular, our regular provision of in store demonstration staff for them, we were tasked with managing a series of Active Selling Days to support Orange Stores Nationwide. This particular campaign consisted of five regional teams, with three brand ambassadors in each unit. The activity took place over 15 key retailing dates on December 2011 and January 2012.
How did we respond?
Having worked with BlackBerry as a partner for eight years, our staffing team have a large number of highly engaged and authentic BlackBerry brand advocates who regularly work for us in this capacity and were the obvious choice to represent our client as team leaders in this activity. Each team leader was then responsible for two further BA’s within their territory.
Although in this case, all but one of the regional reps had previously represented the BlackBerry brand, the team still went through extensive training to ensure both comprehensive product and brand knowledge, but to also familiarise them with the objectives and KPIs specific to this campaign. The training was held in our new Training Centre and was conducted by a team of both Circle and client side representatives and trainers.
With training complete it was time to hit the stores having been briefed to expect us by Orange and BlackBerry, we followed up with each store manager 48 hours before our visit. Ensuring that sales support had been delivered and they were expecting our team to be arriving as per our schedule.
Customers were already incentivised (as part of a wider above the line, incentive campaign) to purchase a BlackBerry device on the Orange network, our role in store was to further educate customers on the benefits of BlackBerry ownership via direct one to one demonstration, and reiterate the offers available at that time. In a busy and competitive retail landscape personalised sales support and clear communication of sales incentives is often enough to increase purchase intent. Coupled with I store collateral support and a talented team of enthusiastic ambassadors and results were significant.
To further ensure success, our team and the store staff were in incentivised for each sale in the form of Love to Shop Vouchers.
This simple yet effective campaign was as has been our experience in this environment previously very successful. Although, we cannot release specific results here, we can share that on average stores saw between a 300 and 500% increase on device sales in store vs. sales in store on a control comparison. For further information please contact us.
What was the brief?
EA’s Play4Xmas Tour is an award-winning campaign which completed its 9th consecutive year of activation from 25th Nov to 22nd Dec 2011. The main objective of this tour is game trial, and we were tasked to deliver improved ROI and sales plus maintaining the standard set by this epic campaign
How did we respond?
Our answer was to go big in our 4 best practice shopping centres that deliver 1 million plus consumers, for a longer install period and up our gaming stations from 15 to 18 (per stand), and so providing the opportunity to deliver maximum demonstrations.
We had 4 distinct activation areas;
- Console game play where our experienced Brand Ambassadors offered 1-2-1 tutorials on EA titles
- Tournament stage supported by our charismatic emcee allowed consumers to witness the full impact of our titles through vivid brand theatre and competitions
- EA’s photo mechanic (Get in the Game) that allowed consumers to pose inside their favourite game with complete Facebook integration
An interactive touch screen kiosk offered consumers a chance to get hands on with game content. Consumers were then encouraged to answer a feedback question – automatically updating their Facebook status and this entered them in our ‘surprise and delight mechanic’ to win prizes
How did we do?
Like many brands, EA find themselves stretching their budgets to achieve more with less, which dare we say this year, we did! During 112 live days and with 32 full time Brand Ambassadors we had the opportunity to engage with 8,696,451 and increased our 1-2-1 demo numbers by 5% on 2010 thus decreasing our cost per demo by 18% year on year.
Circle HQ has been full of tapping feet and not-so-tuneful whistling as we’ve been busy preparing for our latest activation – the launch of the new STEEZ audio range by Pioneer.
Set to tour from 16-19 December it will see us heading to four locations in London, raising awareness of the STEEZ Dancer Audio System (an MP3 docking station that allows easy mixing of tracks on the go)and Pioneer’s new club-style personal music player and matching headphones.
Nothing attracts attention quite like music and we’ve partnered with an act that’s sure to pull in a crowd – the UK’s No 1 Freestyle dance company ‘Funkstylerz’.
This talented troupe will be performing its latest street dance routines, showcasing the impressive functions of the STEEZ Dancer Audio System. All this is set to happen around branded pop-up activity stations featuring product demonstration pods and a dance floor. Our brilliant brand ambassadors will be on hand to interact with the crowd, give 1-2-1 product demonstrations and hand out STEEZ branded posters and stickers.
We’ll be making sure there’s plenty of dancing in the street, we also want to carry the buzz online. Spectators will be invited to log-on to the STEEZ Facebook page from the 20th December where they can tag themselves in photos taken at the event.
The promotion starts at ASK Electronics on Tottenham Court Road before it heads over to the renowned street dance performance space at the Trocedero, followed by two days at Westfield Stratford City. The tour will culminate on the last day with performances at Victoria Street Station.
We’ve got our dancing shoes ready. So if you fancy a bit of a boogie, come on down!
What was the brief? The Sims™ has a massive following and appeals to a huge audience demographic. But it doesn’t stereotypically lend itself to experiential activity – it is not an easy ‘pick up and play’ and is a very ‘individual’ game – the experience is personal and often not something someone wants to do in public. But here at Circle we’re always up for a challenge! We were tasked to create a Sims 3 brand experience for EA that celebrates the world of The Sims™ in a way that entertains, educates and emphasises the games mantra of ‘Play with Life’. We needed to encourage 1-2-1 demos, product tutorials and information exchange, while at the same time demonstrating the breadth and depth of play by offering different consumer journeys for various different skill levels. How did we respond? We designed a brand new stand which toured shopping centres and other targeted venues across the UK for 28 days over late 2010 – summer 2011. With the Sims appealing to such a wide audience we designed the stand to provide clearly defined areas for our varying audiences, game types and activities. You can have the best stand in the world, but it’s the team of brand ambassadors that can make all the difference to an experience. We made sure we had our best on board, every brand ambassador out on tour was a Sims lover themselves and knew the game inside out. We offered 1-2-1 demonstrations, introducing the game to brand new consumers and attracting existing players with insights into the myriad of new features in Sims 3 including constantly evolving neighbourhoods, all-new quick challenges and loads of other exclusive extras. Results? As the tour grew more successful and popular it was extended into higher profile shopping centres and festivals with additional activity taking place within an additional external structure that was created to support the tour. Over 1,108,922 people had the opportunity to engage with the experience, 22,391 1-2-1 console, PC, handheld and stage demos and our average dwell time on the stand was 23 minutes.
What was the brief?
The Sims™ does not stereotypically lend itself to experiential activity, the game is not an easy “pick up and play” and is also a very individual game, so we were tasked to create a Sims 3 brand experience that celebrates the world of The Sims™ in a way that entertains, educates and enthuses ‘Play with Life’.
We needed to encourage 1-2-1 demos, product tutorials and information exchange, while at the same time demonstrating the breadth and depth of play by offering different gaming routes into the product which are accessible by all skill levels
How did we respond?
A 28 day tour that saw our stand take in shopping centres and targeted venues over late 2010 – Summer 2011. As the tour grew more successful and popular it was extended into higher profile shopping centres and further again with activity taken place through a supporting external structure.
The stand was cleverly designed to provide clearly defined areas for our varying audiences, game types and activities as well as providing stand out in a cluttered environment. This was supported by a committed and consistent team of Brand Ambassadors who were Sims lovers themselves.
How did we do?
1,108,922 had the opportunity to engage with the experience and our average dwell time on the stand was 23 minutes.
Our cost per demo so a drastic decrease on previous Sims Tours.
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What was the brief? BlackBerry wanted to raise awareness of its devices and incentivise sales in Orange stores nationwide. As part of Circle’s ongoing relationship with Research in Motion and in particular, our regular provision of in store demonstration staff for them, we were tasked with managing a series of Active Selling Days to support […]
EA’s Play4Xmas Tour is an award-winning campaign which completed its 9th consecutive year of activation from 25th Nov to 22nd Dec 2011
Circle HQ has been full of tapping feet and not-so-tuneful whistling as we’ve been busy preparing for our latest activation – the launch of the new STEEZ audio range by Pioneer. Set to tour from 16-19 December it will see us heading to four locations in London, raising awareness of the STEEZ Dancer Audio System […]
What was the brief? The Sims™ has a massive following and appeals to a huge audience demographic. But it doesn’t stereotypically lend itself to experiential activity – it is not an easy ‘pick up and play’ and is a very ‘individual’ game – the experience is personal and often not something someone wants to do […]
- Claire StokesManaging Director
- Neil HooperCreative Director
- Kath NorrisHead of Talent
- Andy MacDonaldProduction Manager
A regular speaker on Experiential in the UK and overseas, she is a Business Leader of the Marketing Society and sits on the steering committee for the Institute of Promotional Marketing’s Experiential Marketing Certificate, acting as a lecturer and course contributor. Claire has consistently featured in EVENT Magazine’s list of the UK’s 100 most influential people in the Event Industry.
Neil’s primary role at Circle is to oversee all of the creative and digital output of the agency; collaborating with strategy, account and creative teams to deliver integrated solutions that strategically align to client objectives.
Kath has successfully profiled and matched 1000’s of staff to our client’s campaigns- ensuring that each individual is carefully selected to deliver against the campaign brief. She demands more than a standard promotional performance from her team- she expects nothing less than the very best; insightful, educational and informative dialogue that ultimately drives conversation.
Andy’s role at Circle is to oversee the production and logistics of our campaigns, to ensure they are delivered to the highest standards every time. His experience in working across technology to FMCG products, is second to none and no project is too small or too big to not get Andy’s attention.
Andy has refined the processes at Circle to seamlessly blend them into our agency ways of working, delivering an efficient and streamlined service to our clients.