Experiential marketing is a powerful tool to have in your media mix.
It’s been shown to return exponentially more than other channels when implemented and measured correctly. We know this better than anyone, and that’s why we work with a specifically designed framework which helps us shape our campaigns to allow for multiple levels of measurement. From affecting behavioural change to building brand affinity, we’re proud to have developed a number of measures to help our clients measure ROI.
So whether it be facilitating an 873% uplift in average daily social media interactions for H&M, ensuring 61% of participants purchased multiple packs within six weeks for Dorset Cereals, enabling eight million virtual tour visits for PlayStation, ensuring over 70,000 products were sampled in just 10 days for MaxiNutrition or hosting 47,214 one-to-one demos for Relish, we’ve got experiential measurement covered.
As a founding member of the IPM’s Experiential Council we’ve helped shape its new Experiential Measurement Framework – which will provide a standardised set of guidelines and an industry database, to create benchmark comparisons of experiential campaigns by sector, type, and scale.
Experiential is changing the way people interact with products and brands, and we’re proud to be at the forefront of this. Experiences start stories, stories start conversations, and conversations drive word of mouth. It’s about creating moments that resonate with both the participant and the millions of people the experience can reach via social media, content sharing, influencer engagement and media placements.
So with all this in mind, can you afford not to be putting experiential into your marketing plan?
If you want to know more about how you can benefit from experiential marketing, please contact us at:
David Reid- head of strategy and planning
We’re bringing you a round-up of the month’s essential experiential as we explore the most inspiring marketing from all over the world. With so many great campaigns to choose from, here we focus on our favourites: Jose Cuervo’s tequila fountain, A ‘Dam Fresh Heineken’ campaign, Heinz’s Chicago Dog Sauce and Perrier’s pop-up.
Jose Cuervo’s Tequila Fountain
The tequila producer Jose Cuervo installed a tequila-dispensing fountain in Los Angeles to celebrate National Tequila Day on the 25th July. People’s natural interest in free alcohol drew them to the installation, which was only in situ from noon until 6pm, to sip the liquid gold (after they had proven to be over the legal drinking age). The stunt aimed to embody the brand’s philosophy that people should ‘embrace the now’ and live in the moment because, after all, ‘tomorrow is overrated’.
Heineken’s A ‘Dam Fresh Heineken’
Heineken have targeted tourists in Amsterdam and reminded them of the brand’s origins in the city. Heineken used data taken from hotels and airlines to identify their target market and then targeted them through advertising. Heineken’s brewing process takes 28 days, so throughout the month before each traveller’s arrival in the capital city they were sent photos and regular updates using chatbots on Facebook messenger. They were also encouraged to tell the chatbot where they were looking forward to visiting in the city. Upon arriving in Amsterdam, a bottle of Heineken was waiting for them at the brewery, complete with the tourist’s name, flight information and a personalised map of the city.
Heinz’s Chicago Dog Sauce
If you ask any Chicago resident… hot dogs and ketchup don’t mix. To combat this, and to encourage the people of Chicago to sauce-up their hot dogs, the cunning marketing team at Heinz managed to trick people into adding ketchup by creating the new ‘Heinz Chicago Dog Sauce’. This ‘new’ sauce is, in reality, just the same ketchup which Chicago residents previously refused to use on their sausage-filled buns. The sauce was launched with a full campaign including print ads, out-of-home, sampling and limited edition bottles available for purchase. Sneaky.
Perrier’s Pop Up
The sparkling water brand, Perrier, created a pop up ‘Flavor Studio’ in New York to celebrate the launch of its new flavours; strawberry and watermelon. The Perrier Flavor Studio was launched with a party and all the Perrier passers-by could drink. The pop-up also featured a colourful ball pit, designed by artist Akacorleone, which was designed to represent the drink’s bubbles, and a different DJ played each day to keep the party going. As well as this, the experience included other interactive experiences such as a digital art station where users could create their very own masterpiece and have it screen printed on a bag.
We’re bringing you a round-up of the month’s essential experiential as we explore the most inspiring marketing from all over the world. With so many great campaigns to choose from we focus on our favourites: The Nikon Food Truck, Coke’s festival wristbands, Sweden on Airbnb and The Nutella Café.
The Nikon Food Truck
Nikon make more than cameras, you also have them to thank for the lenses in your glasses. Nikon wanted to raise awareness of this in France, so it launched the Nikon Food Truck, in which consumers were presented with a menu which doubled as an eye test. The least important burger ingredients were written in the biggest font, with the most important aspects such as the beef patty and cheese written in the smallest. Those who couldn’t read the menu were offered a vision test, and over the 10 live days, Nikon tested the eyes of over 5,000 people. Food for thought!
Coke’s Festival Wristbands
In an attempt to boost sales in Romania, Coke printed detachable labels to its bottles which doubled as festival wristbands to some of the country’s biggest events. Consumers could use an app to scan the promotional barcode on the label to identify whether their bottle featured a ‘winning’ wristband. With four in 10 Romanian teens having not drunk Coke in the past month, the brand has announced this campaign has helped them reach ¾ of that demographic and helped boost sales by 10% in Romania… impressive.
Sweden on Airbnb
Visit Sweden has turned to experiential for its latest campaign. In a bid to increase tourism, it has listed the entire country on Airbnb in the hope of appealing to younger travellers. Visit Sweden hopes to promote ‘Allemansrätten’, which is a Swedish law meaning that people have the freedom to camp and explore at their will. Some of the showcased destinations are “cozy glades” and “rugged cliffs” all of which offer explorers unlimited beds and natural snacks. We’re certainly sold…
The Nutella Café
Making dreams come true all over the world, Nutella has launched its first immersive Nutella café. Opened in Chicago, consumers will be privy to the full Nutella experience and the menu offers up a host of tasty chocolate treats for the whole family to enjoy. Check it out here.
Our art director, Alex Frost, shares his top principles in experiential design…
Experiential is changing the way people experience products and interact with brands and great design can be at the core of this.
The user should be at the forefront of experiential design and emphasis has to be placed on forging an emotional connection between the consumer and the product or brand. When we look at a brief there are two considerations – we must ensure we’re addressing the client’s objectives, but we must also ensure we put ourselves into the mindset of the consumer, who are they, what do they want and what will make them talk about their experience? At Circle Agency, we specialise in the latter, creating memorable events that people want to share, so here are my top five principles to consider to get the best results.
Don’t get constrained by budget
Creatives shouldn’t get too hung up on the budget in the concept ideas stage. Try not to focus too heavily on the cash and let your ideas evolve and be malleable. These big ideas can be scaled down and tailored to the budget later – so don’t be constrained at this important stage.
Know your audience
This sounds obvious but it’s amazing how many times this is overlooked. Ensure you sit down with your whole team and get everyone’s ideas down – multiple brains are better than one. Think of yourself as the core customer, whether that’s a 16 year old boy, parent or student, you need to look past what you know and put yourself in their shoes, rather than examining everything from your own perspective. If this means chatting with young relatives or getting a focus group together, the research will be worth it in creating relevance.
Two-stage conceptual process
Have a two-stage creative process; the first time round be as wild and creative as possible, allowing you in the second round take a more strategic approach. Connect where ideas link and identify how to amplify and tailor them back to the budget and other aspects of the brief. Work to the principle that it takes a minimum of two rounds to whittle your ideas down to something that really works.
Keep it simple
Life is much more complicated than it used to be so you need to keep your demands on the consumer to an appropriate level. Consumers are bombarded with huge amounts of information, so cut through the noise and don’t add to their woes. Limit the things that people need to wade through to engage with you, and ensure they leave with a simple key message.
Analysis is key
Always be looking, learning and analysing what worked and what can be improved on for future campaigns. Debriefing each client job helps you enhance your skills and improve on each event, and will ensure you’re connecting with your desired audience.
We’re bringing you a round-up of the month’s essential experiential as we explore the most inspiring marketing from all over the world. With so many great campaigns to choose from, here we focus on our favourites: Snickers’ Valentine’s Day stunt, the T.R.I.P beer campaign, Marie Curie’s ‘Garden of Light’ and Napajiri experiential F/W Collection launch.
Snickers Valentine’s Day Stunt
This Valentine’s Day, Snickers helped forgetful partners by offering them free cards from one of their 16 billboards located across London. As part of the brands “you’re forgetful when you’re hungry” campaign, the billboards offered “forgetful” cards which people could peel off and give to their loved-ones. Nuts!
T.R.I.P Beer Campaign
American rock band, The Lights Out, collaborated with Boston brewer, Aeronaut Brewery, to create a multi-sensory album launch. The two paired up to design a new beer named “The Reckonings in Pandimensionality” or T.R.I.P for short. The band used the craft beer’s can to release their new album, and the beer inside was brewed to complement with their music. Designed to offer a multi-sensory experience for the consumer, the album was also available exclusively to people who bought the beer, and the can came complete with instructions. Consumers were encouraged to tweet #TRIPME to @TheLightsOut and @AeronautBrewing to help spread the campaign on social media.
Marie Curie’s ‘Garden of Light’
Marie Curie designed a ‘Garden of Light’ to help promote and celebrate the Great Daffodil Appeal 2017. Complete with 2,100 handmade daffodils, which represent the number of nurses across the UK who provide care and support to people living with a terminal illness, the charity collected donations at the garden and handed out daffodil pins to those who donated. Located in London’s Paternoster Square, the garden featured a number of pathways which weaved in and out of the daffodils to create a reflective space where visitors can also listen to audio stories of people who Marie Curie has helped. The daffodils will light-up each evening to represent the care the charity provides, and the light its services can bring to people in their darkest hours.
Napapijri F/W Collection Launch
Italian premium casual-wear brand, Napapijri, decided to take a different approach to its latest collection launch at this year’s Pitti Uomo. With many of the other brands launching collections at this event, Napapijri looked to break through the noise and turned to the city for inspiration. To launch their F/W Collection, the brand positioned five doors around the city which offered a different experience for participants to engage with the brand and discover a jacket from the new collection. Giant clues provided hints as to the location of the mysterious doors and those who engaged with the doors were invited to a secret ‘Woodkid’ concert in the middle of the city.
What We Do
Where We Play
- Experiential- Why You Can’t Afford Not…
- On Track With Orbis Access
- The PlayStation®UK Future of Play Tour
- Talking Staffing With Stand Out
- ExpenseIt® Cafe Takeover
- PlayStation® at EGX 2016
- Sofa Syndrome: The Experiential Medicine
- MaxiNutition At BodyPower Expo
- We Think Inside the Box for H&M
- Welcome to the House of Bonne Maman
- MAXINUTRITION RUGBY 2015 CUP SUCCESS
- Spicing Up Experiential With Haywards
- Hyde Park’s StubHub Selfie Of A…
- O2 makes Bluewater customers its…
- Giving London Tri A Boost With Maxi
- Manchester City Playmakers back in…
Experiential marketing is a powerful tool to have in your media mix. It’s been shown to return exponentially more than other channels when implemented and measured correctly. We know this better than anyone, and that’s why we work with a specifically designed framework which helps us shape our campaigns to allow for multiple levels of […]
We’re bringing you a round-up of the month’s essential experiential as we explore the most inspiring marketing from all over the world. With so many great campaigns to choose from, here we focus on our favourites: Jose Cuervo’s tequila fountain, A ‘Dam Fresh Heineken’ campaign, Heinz’s Chicago Dog Sauce and Perrier’s pop-up. Jose Cuervo’s Tequila […]
We’re bringing you a round-up of the month’s essential experiential as we explore the most inspiring marketing from all over the world. With so many great campaigns to choose from we focus on our favourites: The Nikon Food Truck, Coke’s festival wristbands, Sweden on Airbnb and The Nutella Café. The Nikon Food Truck Nikon make […]
Our art director, Alex Frost, shares his top principles in experiential design… Experiential is changing the way people experience products and interact with brands and great design can be at the core of this. The user should be at the forefront of experiential design and emphasis has to be placed on forging an emotional connection […]
We’re bringing you a round-up of the month’s essential experiential as we explore the most inspiring marketing from all over the world. With so many great campaigns to choose from, here we focus on our favourites: Snickers’ Valentine’s Day stunt, the T.R.I.P beer campaign, Marie Curie’s ‘Garden of Light’ and Napajiri experiential F/W Collection launch. […]
- 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.