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: The McDonalds Drive-Thruck, IKEA’s flat pack recipes and Icelandair’s in-flight immersive theatre.
The McDonalds Drive-Thruck
McDonalds have upped their drive-through game in Brazil by creating a drive-thru truck that actually drives to you. The stunt was designed to remind customers about the ease with which you can access a McDonald’s restaurant wherever you are. Check it out below…
IKEA Flat Pack Recipes
We all know IKEA as the pioneers of flat-packed furniture, but now they are branching out into flat-packed cuisine. The company has created recipes printed on cooking parchment using edible ink. The page has a number of gaps where a specific ingredient are to be placed and once all gaps have been filled, the parchment is rolled up and placed in the oven – making it so much easier to create delicious homemade meals!
Icelandair’s In-Flight Immersive Theatre
Nordic airline, Icleandair, have been sending their cabin crew to theatre school in preparation for a performance at 39,000ft. Passengers travelling from London to New York, via Iceland, will experience an immersive theatrical performance in-flight. The performance has been broken up into three parts, one for each leg of the journey, and another during a stop-over in the Icelandair lounge at Keflavík airport. The show will tell the story of the airline’s beginnings through to the present day and even look on into the future.
From a honey-producing billboard that housed 500,000 bees to snow art carved into a mountainside, 2016 saw creative boundaries pushed with some incredible campaigns. As we look to the New Year, we reminisce over the masses of inspiring experiential from 2016 with a few of our favourite campaigns…
The Cancer Research Life Garden
Cancer Research got firmly on the VR train with the creation of a virtual reality flower garden at the RHS Hampton Court Palace Flower 2016. Complete with a physical instillation at the show, visitors could enter the garden to experience an endless field of flowers when the headset was put up. Featuring over 100,000 flowers, all featuring the names of supporters who left a gift to the charity in their will, the garden offered friends and families the chance experience the legacy of their loved ones.
The Village Phone Promotion
How do you promote a tourist destination known for its peace and quiet? With a payphone! Tschlin, in the Graubünden region of Switzerland, was the location for a great experiential campaign which encouraged people from all over the world to call the village square telephone. Because the phone can be heard by all of the village’s 166 residents, the challenge was to make a call that wasn’t answered. If nobody picked up, callers won a range of prizes including a holiday to Graubünden. As more than 30,000 calls came in to the usually quiet village, the locals took it in turns to race to answer it. Callers could visit the dedicated microsite to see who they were speaking to, adding another connection between Tschlin and the outside world. In the six days the campaign ran – as well as tens of thousands of calls – there were 4,000 conversations, 500,000 website visits, 1.5million video views and 68 prizes won.
Dorset Cereals Cornbury Music Festival Campsite Takeover
Yes, we know we are biased, but we still love the feel good factor that came from this campaign! We worked with Dorset Cereals for our Cornbury Music Festival Campsite Takeover, which saw us inviting campers to dine for free in a branded tent, complete with long banqueting tables lined with a selection of Dorset Cereals, yoghurt, milk and juices. Festival-goers could also take part in a range of morning activities including yoga, kids morning wake up sessions and face painting, while an all-day games area and treasure hunts around the campsite added to the experience for families. Don’t just take our word for it, watch the video below!
Honey Nut Cheerios Living Billboard
Honey Nut Cheerio’s set the bar high when it comes to living billboards, something which we expect to see much more of. They created a giant living hive of 500,000 bees, which doubled as a giant sign with the message ‘Made with Real Honey’, the breakfast cereal company caused a real stir. The letters were spelt out with honey made by the bees in the billboard and honey was also used in limited edition cereal boxes for the residents of St Cloud, Florida, where the campaign took place. A sweet way to get the message across.
Icelandair Stopover Buddy
With their island being a stopover point for millions of Transatlantic travellers each year, Icelandair took an innovative approach to show how friendly their staff are. The airline’s staff could, for no extra charge, be ‘stopover buddies’ to people who registered for the service. Customers could choose a series of guides and experience Iceland’s outdoor life, food and culture. The advert, showing Icelandair staff skiing, in underground caves and in thermal springs, gave passengers a real taste of the possibilities.
Game of Thrones’ French Alps Stunt
As the hype built ahead of the new series of huge TV show Game of Thrones, an eye-catching promotional stunt really took our breath away. Sky Atlantic recruited snow artist Simon Beck to carve out the ‘House of Stark’ family crest on the snow of the French Alps using his footprints. 64,000 steps and 13 hours later the distinctive Direwolf and the world-famous slogan ‘Winter is Coming’ was etched into the mountain side. Known in the show for their rule over the North, this stunning piece of snow art was a fitting tribute to the Stark dynasty.
General Electric’s Snowball Stunt
The phrase ‘A Snowball’s chance in Hell’ is commonly use to describe impossible odds, so General Electric decided to see if they could use their technology know-how to help a snowball survive temperatures of 2,000°c. Travelling to a metal works factory in Russia to carry out the eye-catching stunt, they constructed a special alloy case which was lowered into a tube of molten metal – the closest thing they could find to hell on earth. How did the snowball fare? Find out below.
In order to make boring cab rides a thing of the past, Uber decided laughter was the best medicine when it came to promoting its new UberPool car sharing service. Comedians such as Stephen Bailey, Lou Saunders and Trevor Lock rode around the capital in Uber cars and those who requested the service not only got a ride to their destination but a private comedy show as well. Promoted on social media with the hashtag #NoMoreAwkwardSilences, the campaign opened peoples’ eyes to the possibility of sharing their ride.
Pretty Shady’s Lucky Grab Bus Shelter
Preventing skin cancer is a serious business but Pretty Shady managed to put a smile on peoples’ faces with their unique bus shelter. Placed at Sydney’s famous Bondi Beach, the shelter not only offered shade but a free ‘lucky grab’ game where passers-by could pick up sun cream to slap on and keep the sun’s damaging UV rays at bay. Tapping into peoples’ memories of a seaside arcade favourite, the shelter also came with sun safety messages.
We helped Haywards Pickled Vegetables spice up its latest campaign, which saw it visit shopping centres throughout the UK to promote and demystify its tasty pickled vegetable range.
Following a rebrand, Haywards modernised in a bid to appeal to a younger audience, and we were called upon to activate its latest road show to help them do just this. We teamed up with the media agency UM London to bring to life Haywards product sampling and help it appeal to younger generations through creative experiential and fun interactive games!
Haywards is famed for its ‘Tang-O-Meter’, and it was this aspect of the brand we were most keen to incorporate into the stand. So, in order to do this we created a series of pickle inspired games, including the hugely popular ‘Pickle Roulette’.
The ‘Tang Taste Test’ was also played on the stand and blind-folded participants were encouraged to blind taste test Haywards produce. If successful, participants were rewarded with a host of brilliant Haywards ‘merch’.
The main challenge of this activation was getting samples out to the public, so canapé style nibbles were created in which Haywards’ Pickled Vegetables were paired up with tasty products and handed out to passers-by.
This week we’re spoilt for choice when it comes to great experiential activations. Here we focus on L’Oréal’s ‘My UV Patch’, Richmond’s Sausages & Chip Campaign and Creed’s motivating tube stunt.
L’Oréal ‘My UV Patch’
L’Oréal recently launched its ‘My UV Patch’ to get consumers thinking about the importance of sun protection and educate them on the risks UV can cause. This patch consisted of a small adhesive sticker, which can be placed on any area of the skin, and which changes colour from blue to white when it’s exposed to UV rays. Users can then analyse the patch on an accompanying app to identify how the skin has been affected. It’s hoped this will raise awareness surrounding skin cancer and will encourage more people to think carefully about sun protection, which will hopefully help save lives.
Richmond’s Sausages & Chip
In a new take on the traditional ‘sausage and chip’ combo, Richmond’s latest campaign saw it offer customers the chance to win one of 200,000 toy tracking chips, to track their child’s favourite toy in real time and ensure its never lost again. The micro-chips, found in special promotional packs, can be paired with the ‘Sausages & Chip’ app so that if the unthinkable happens, and this toy goes missing, the Richmond app is on hand to locate the toy and return it to the family home!
Creed Tube Stunt
Hollywood’s Warner Brothers turned to experiential to promote its latest film, the Rocky sequel Creed. In a bid to raise awareness around the impending launch, a brass band was commissioned to greet commuters at the Chancery Lane Underground station in London. However, this wasn’t for any old commuter, this was for those prepared to take a challenge. Commuters who chose the stairs over the escalator were greeted at the top in true Rocky style with the iconic theme tune and an enthusiastic welcome from ‘trainers’ dressed in work out gear!
Another Wednesday brings more great experiential inspiration. This week we focus on MINI’s virtual traffic light billboards, Jaguar’s test drive stunt and Kit-Kat’s biscuit dispensing bench.
MINI Virtual Billboard
MINI created impressive virtual billboards for its latest experiential campaign, which were position next to traffic lights in popular areas of Vienna, Austria. These billboards were synchronised perfectly with the adjacent set of lights, and each time the light changed colour, the MINI on the billboard changed colour from red to orange to green.
Jaguar Test Drive
Forget virtual reality, Jaguar called upon ‘actual reality’ in its latest experiential stunt, which saw the car giant invite consumers to experience a ride in its prestigious F-TYPE model. Participants thought they were stepping into a simulation; however the experience turned out to be more real than they thought. With the tagline “virtual is no match for reality. Book a test drive” Jaguar invited people to partake in the only experience worthy of its F-TYPE… an actual drive.
Kit-Kat’s Biscuit Dispensing Bench
Kit Kat positioned a series of interactive benches throughout Paraguay, which rewarded passers-by for taking a break. These benches resembled the appearance of a Kit Kat bar and contained a sensor which signalled the dispense of a free chocolate bar once someone had been sitting for at least 60 seconds.
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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: The McDonalds Drive-Thruck, IKEA’s flat pack recipes and Icelandair’s in-flight immersive theatre. The McDonalds Drive-Thruck McDonalds have upped their […]
From a honey-producing billboard that housed 500,000 bees to snow art carved into a mountainside, 2016 saw creative boundaries pushed with some incredible campaigns. As we look to the New Year, we reminisce over the masses of inspiring experiential from 2016 with a few of our favourite campaigns… The Cancer Research Life Garden Cancer […]
We helped Haywards Pickled Vegetables spice up its latest campaign, which saw it visit shopping centres throughout the UK to promote and demystify its tasty pickled vegetable range. Following a rebrand, Haywards modernised in a bid to appeal to a younger audience, and we were called upon to activate its latest road show to help […]
This week we’re spoilt for choice when it comes to great experiential activations. Here we focus on L’Oréal’s ‘My UV Patch’, Richmond’s Sausages & Chip Campaign and Creed’s motivating tube stunt. L’Oréal ‘My UV Patch’ L’Oréal recently launched its ‘My UV Patch’ to get consumers thinking about the importance of sun protection and educate them […]
Another Wednesday brings more great experiential inspiration. This week we focus on MINI’s virtual traffic light billboards, Jaguar’s test drive stunt and Kit-Kat’s biscuit dispensing bench. MINI Virtual Billboard MINI created impressive virtual billboards for its latest experiential campaign, which were position next to traffic lights in popular areas of Vienna, Austria. These billboards were […]
- 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.