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

David.Reid@circleagency.co.uk

01189 822620

The shortlist for the FMBE Awards has just been announced and we are hugely excited to reveal that NINE of our campaigns have made the shortlist and we have been put forward for Brand Experience Agency of the Year.

Take a look at some of our campaigns up for awards:

  • Roadshow/shopping centre – Circle Agency with Orbis
  • Immersive brand event (mass consumer) – Circle Agency with Dorset Cereals
  • Immersive brand event (controlled – B2B/B2E focus) – Circle Agency with Jordans
  • Integration/amplification – Circle Agency/McCann Central with Vaillant
  • Interruptive experience – Circle Agency with Dorset Cereals
  • Small scale/local – Circle Agency with Fuller’s
  • Product launch/relaunch – Circle Agency with PlayStation
  • Operational success – Circle Agency with PlayStation
  • Brand experience agency of the year – Circle Agency

We’re extremely proud of the hard work our team have put into creating such fun and innovative campaigns. Fingers crossed for the awards ceremony!

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, here we focus on our favourites: One Water’s ‘dirty’ packaging, Casper’s mattress hotline, Honey Nut Cheerio’s #BringBackTheBees and Oreo’s giant drone stunt.

One Water’s ‘Dirty’ Packaging

One Water is a British bottled water brand whose profits fund sustainable water projects all over the world. The brand’s latest stunt aimed to raise awareness of its causes and help raise money for its projects, which are targeted at some of the world’s most vulnerable people. It’s easy to take for granted our access to safe, clean drinking water, so One Water produced a sleeve which it placed over bottles to make the contents look dirty. Coinciding with World Water Day, the brand hoped by bringing the issue of unclean water straight to the consumer, it would help give a boost to its fundraising target of £20million by 2020.

Casper Mattress Hotline

Mattress giant, Casper, recently aired a string of late-night TV adverts with the aim of putting viewers to sleep. Between 2am and 5am, American TV channels witnessed unbranded 15 second clips, urging viewers to call a free hotline. On dialling the hotline, a variety of pre-recorded sounds were played, designed to take the caller to the land of nod. From wind chimes to lullabies this campaign was a great way for the brand to connect with its consumers and market its products.

Honey Nut Cheerios’ #BringBacktheBees

The latest campaign from Honey Nut Cheerio’s helped create buzz around the issue of our declining bee population. In order to highlight the plight of the bee’s, the brand removed its iconic ‘Buzz the Bee’ mascot from its cereal boxes in Canada and the US. Part of the campaign also saw Honey Nut Cheerio’s distribute 100 million packets of free wildflower seeds to the public to encourage them to get planting and creating ‘bee’ friendly gardens. Consumers were encouraged to share their green-fingered creations on social media using the hashtag #BringBacktheBees.

Oreo’s Giant Drones

The cookie brands latest stunt witnessed five giant Oreo drones flown over New York City to recreate the famous milk dunk. NYC residents were left staring at the sky in wonder as the drones dropped cookies into glasses of milk which were set up on a barge in the East River. This stunt was perfectly timed for National Oreo Day, and the brand’s 150th anniversary, and the drones were dropped from the same height as the Statue of Liberty, some 305 ft tall. Consumers were encouraged to get involved by sharing images and videos of their own Oreo dunk on social media, for the chance to win a trip to LA or NYC.

The Event Production Awards recognise and celebrate the hard work and achievements of key suppliers and contractors within the industry, and we were honoured to take home the award for ‘Brand Activation of the Year’ at the 2017 edition.

Our PlayStation The Future of Play Tour led us to victory in a competitive category and It’s an accolade that we are all immensely proud of and a true recognition of the fantastic team we’ve built here at Circle. Thank you to everyone for their hard work…bring on next year!

Find out more about our award winning campaign here. And don’t just take our word for it, you can see how excited we are below….

 

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Viewing entries in the category News
12th Sep2017

Experiential- Why You Can’t Afford Not To

Find out how you can benefit from experiential

Experiential- Why You Can’t Afford Not To

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 […]

Read More…

06th Sep2017

Nine Campaigns Shortlisted in the FMBE Awards

The shortlist for the FMBE Awards has just been announced and we are hugely excited to reveal that NINE of our campaigns have made the shortlist and we have been put forward for Brand Experience Agency of the Year. Take a look at some of our campaigns up for awards: Roadshow/shopping centre – Circle Agency […]

Read More…

08th Aug2017

Circle’s Round-Up: July

A round-up of the month’s most inspiring experiential

Circle’s Round-Up: July

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 […]

Read More…

11th Apr2017

Circle’s Round-Up: March

A round-up of the month’s most inspiring experiential

Circle’s Round-Up: March

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: One Water’s ‘dirty’ packaging, Casper’s mattress hotline, Honey Nut Cheerio’s #BringBackTheBees and Oreo’s giant drone stunt. One Water’s ‘Dirty’ […]

Read More…

07th Mar2017

Circle Wins Brand Activation of the Year

Circle takes home a gong at the EPAs 2017

Circle Wins Brand Activation of the Year

The Event Production Awards recognise and celebrate the hard work and achievements of key suppliers and contractors within the industry, and we were honoured to take home the award for ‘Brand Activation of the Year’ at the 2017 edition. Our PlayStation The Future of Play Tour led us to victory in a competitive category and […]

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 Cereals EA H&M Maxinutrition