Every week on a Wednesday we’ll be giving you a roundup of the things we’ve stumbled across on the net that we can’t help but share. From viral videos, to cool campaigns and the latest tech to unusual art ‘Peak of the Week will have it all.

Here’s what’s caught our attention over the last seven days:

1). Chipotle Scarecrow:

American fast food chain Chipotle wants to change the way people eat and think about fast food, with its restaurants serving responsibly raised meat and local produce. This concept is brought to life with a stunning new animated film ‘The Scarecrow’ set to the 1971 song ‘Pure Imagination’ from the hit film ‘Willy Wonka and the Chocolate Factory’. There’s also a highly addictive online game as part of the campaign. A fantastic example of how emotive content can be used to pull on the heartstrings. Find out more here.

 

2). A phone worth keeping

We love all things tech over at Circle Agency and this video definitely caught our eye. PhoneBloks is a revolutionary new phone concept where the phone is made up of…well, blocks! The idea being phones are built to last, and faulty parts can be easily replaced. We love the idea but are not sure people are quite ready for it. The 29th October will tell us all we need to know though. Watch the video now to find out why:

 

3). Is it real?

We stumbled across this post on Creative Boom, showcasing the art of illustrator Marcello Barenghi. His work, depicting everyday items, could easily be mistaken as 3D objects. With great design at the heart of most of our experiential campaigns, we couldn’t help but be impressed by his talent!

View his work here

The original image was sourced from http://www.phoneblocs.com/phoneblocks/

 

At the end of last month we were thrilled to announce that we’d been shortlisted for nine FMBE Awards, and now we have even more exciting news. We’ve been recognised yet again with a further two nominations including…drumroll please…..Brand Experience Agency of the Year!

We’ve also been shortlisted for this year’s Special Award for Shopper Appeal for the work we’ve been doing with O2 and Bluewater, a commercial partnership which sees the two brands working together to create the ultimate shopping experience for Bluewater guests.  The partnership includes the provision of free O2 Wifi to all Bluewater guests, the use of O2’s Priority Moments platform to reward O2 customers for shopping at Bluewater and creating an opportunity for Bluewater’s retailers to reach O2’s customers and drive awareness and sales.  The campaign is supported by in centre media, experiential activation and a retailer engagement campaign that has driven significant results for both brands.

With eleven nominations now on the table, to say that we’re looking forward to the awards night next month is definitely an understatement! We walked away with Brand Experience Agency of the Year award in 2011, and just to be nominated again is a fantastic achievement. We want to say a massive thanks to our staff and clients….and fingers crossed for the big night!

Check out our other nine nominations below:

  1. Best In-store Marketing- EA- Design Your Own Lock In
  2. Best Shopping Centre or Roadshow Campaign- Maxinutrition- Maxitone, Thank You Protein
  3. Brand Ambassador of the Year
  4. New Business Award- for our relationship with Maxinutirion
  5. Small Scale Local Campaign-EA- The EA Experience Store at Eldon Square
  6. Creative Sampling- Maxifuel- Fuel on Tour
  7. Most Effective Stand or Display Unit- EA Flight Case Pods
  8. Most Effective Operational Success- Celebrity Cruises at Taste of London
  9. Staff Performance of the Year-  MCFC- City Playmakers

On Tuesday 18th June the Circle team got dressed to impress and headed to the glamorous Park Lane hotel in London for the 2013 IPM Awards. Having been shortlisted for two awards we all had our fingers crossed hoping to come home with our hands full.

The two nominations were for our long-standing client EA SPORTSTM within the Travel, Tourism, Recreation and Leisure category for work conducted in Partnership with Manchester City FC. The two-year partnership includes the Blue Zone – a permanent gaming area designed and run by Circle Agency every match day. Secondly, our first ever activation for O2 Priority Moments, the Christmas Giftcracker Experience, was nominated under the Utilities, Technology and Telecoms category.

The evening did not disappoint; after a fabulous drinks reception and three course meal we are thrilled to say that we walked away with silvers in both categories. A huge testament to the hard work and dedication that our team puts in but also the innovative clients we are lucky enough to work with.

We would also like to give a big shout out and well done to O2 (Telefonica UK) who won the Brand Owner of the Year Award which goes to the company which gains the most trophies across the 34 categories. For us as an agency it is great to be working with a globally-renowned brand that is always raising its game and we’re excited to see what’s in store for the future.

 

We were pleased to hear this month that Event magazine has launched a brand new campaign – Women in Events.

The campaign aims to encourage women to shout louder about their achievements; to raise the profile of key female event professionals; and to offer advice and support to women at all levels of the industry. According to an article on their website the campaign was sparked by the surprisingly low percentage of women represented in the latest Event 100 Club.

Our MD Claire Stokes has always been a pioneer for women in the events industry, starting Circle Agency from scratch in 2004 when she landed fresh from Canada. Almost ten years of work have paid off with Claire coming 54 in the 2012 Event 100 – where women made up just a fifth of the list.

Event Magazine asked for an exclusive interview with Claire as part of the campaign, and she was happy to oblige! Here’s a few of our favourite parts:

Setting up your own agency is difficult, no matter what sex you are. But the challenge, in my experience, has been worthwhile. While there have been occasions when being a woman has influenced my career in both positive and negative ways, having the confidence to overcome those challenges is absolutely what sets apart those who should, and those who shouldn’t, take the plunge.”

“We have to have role models within the sector that can prove you can have it all – if you have the stamina and determination to go for it.”

“While not everyone has the benefit of working for a woman at the top of their organisation, we can share those stories and experiences. And let’s not just share the stories of those women who have climbed to the top of the ladder, let’s highlight the careers of other young women who are carving out their careers today.”

“Determination is the key. It doesn’t hurt to be just a little bit stubborn as well. But to be 100% sure that entrepreneurship is the right thing for you, you also have to be adaptable. Most importantly though, don’t do it for the money, do it for the love of what you do, and because you believe you can do it better.”

You can read the full story over on Event Magazine’s website.

Experiential marketing is one of the most effective tools available to a brand. With statistics like ‘14% of consumers trust advertising’, whereas ‘90% of consumers trust peer recommendations’, media that physically encourages conversation, will, and should, be favoured.

The power of one-to-one interaction with your target audience should never be underestimated, and more than ever we need to ensure that we don’t see experiential events as a silo. They need to be fully integrated into the marketing mix and embrace every channel available to maximise communication during the event period and extend the conversation long after the event ends.

As with every element of marketing, new technology and changing customer expectations have an ongoing impact on how we execute our campaigns. Here’s the top trends we feel will be shaping the brand experience industry in 2013:

1). Where’s the spontaneity gone?

One trend we’ll see more of is enriched experiences that play on chance encounters and connections. Not everything we do needs to be planned and a spontaneous experience is always the best. Events that allow for people to have richer experiences via impromptu moments, will see for better recall.

Example: The CokeZero007 campaign was a fantastic example of this in action (if the rumours of it being fake are untrue!) Check out the video here.

2). Let’s go SoLoMo

Social Local Mobile will play an even bigger role in driving event conversation and content, helping to turn individual points in time into an ongoing dialogue. Embracing two way communication channels to amplify event presence and context is a no brainer for 2013. Events need to integrate the social media tools around them to build experiences that in turn build relationships. By using sharing, playing, networking, buying and localization tools, events can become the nucleus of any brand campaign.

Example: The Carling Black Label Cup held in South Africa took this idea to the max allowing fans, via mobile, to ‘Be the Coach’. The campaign grew Carling’s Facebook page by 450% and Twitter by 600%. Watch the video here.

3). A picture speaks a thousand words

Visual interaction will be key for 2013. As the image takes over from the word (Pinterest, Instagram) we have seen large scale visual content controlled by everyday consumers become socially famous. Event engagement will be driven more by image-based communication and interaction, than by the power of copy.

Example: Shoe brand Aldo perfectly combined image-based social media site Instagram with experiential activity when it launched a unique event in Israel encouraging users to photograph their feet and share using the hashtag #Aldo. Over 500 photos were uploaded with snappers receiving a brand new pair of shoes to walk away with. View the video here.

4). Give your event a voice

Social media will become more event-specific with activations having their own social voice. We’re already working on this with our clients for 2013. This in turn allows the event audience to drive content direction and essentially become the event directors. We’ve already seen this happening and it’s going to become even bigger.

Example: Possibly the most famous example is the Ben & Jerry’s Scoop Truck which tours across the US using Twitter as the main way to engage with consumers.

5). Get with the programme

As the country comes out of recession, it can only drive confidence in brand spend. We have been approached recently by sectors looking to activate in experiential that have never played in this space before as they realise the impact one-to-one engagement can have on their brand.

Example: This is a great example from SNCF, The French National Railway, who invited the folks of Lyon to take a look at Brussels via a very clever experiential stunt.  A great example from a sector you wouldn’t usually associate with experiential activations.

Neil Hooper, Creative Director

 

 

 

 

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Viewing entries in the category Insight
25th Sep2013

Peak of the week

Things we’re loving this Wednesday, that help you slide towards the weekend

Peak of the week

  Every week on a Wednesday we’ll be giving you a roundup of the things we’ve stumbled across on the net that we can’t help but share. From viral videos, to cool campaigns and the latest tech to unusual art ‘Peak of the Week will have it all. Here’s what’s caught our attention over the […]

Read More…

25th Sep2013

Agency of the year nomination at the FMBE awards

Plus Special Award for Shopper Experience

Agency of the year nomination at the FMBE awards

  At the end of last month we were thrilled to announce that we’d been shortlisted for nine FMBE Awards, and now we have even more exciting news. We’ve been recognised yet again with a further two nominations including…drumroll please…..Brand Experience Agency of the Year! We’ve also been shortlisted for this year’s Special Award for […]

Read More…

26th Jun2013

Take two at the IPMS

Two silvers added to the awards cabinet

Take two at the IPMS

On Tuesday 18th June the Circle team got dressed to impress and headed to the glamorous Park Lane hotel in London for the 2013 IPM Awards. Having been shortlisted for two awards we all had our fingers crossed hoping to come home with our hands full. The two nominations were for our long-standing client EA […]

Read More…

11th Jun2013

Event Magazine’s Women in Events campaign

One to one with our MD Claire Stokes

Event Magazine’s Women in Events campaign

We were pleased to hear this month that Event magazine has launched a brand new campaign – Women in Events. The campaign aims to encourage women to shout louder about their achievements; to raise the profile of key female event professionals; and to offer advice and support to women at all levels of the industry. […]

Read More…

18th Dec2012

Experiential marketing is one of the most effective tools available to a brand. With statistics like ‘14% of consumers trust advertising’, whereas ‘90% of consumers trust peer recommendations’, media that physically encourages conversation, will, and should, be favoured. The power of one-to-one interaction with your target audience should never be underestimated, and more than ever […]

Read More…

Our Team

  • Claire StokesManaging Director
  • Neil HooperCreative Director
  • Kath NorrisHead of Talent
  • Andy MacDonaldProduction Manager
Claire Stokes is the founder and Managing Director here at Circle.  Claire began her career in the experiential agencies of North America, working for some of the world’s largest consumer brands.  With over 17 years experience as an experiential specialist, there are few that share her knowledge or her passion for our industry.

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.

Our Clients

  • Dorset-Costa PlayStation-o2 Milk&More-H&M Crew-EA