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….
We teamed up with investment company, Orbis Access, to bring its products to life through a giant, remote controlled race track.
Orbis Access called upon our team to drive awareness of its unique fee proposition and bring it to life through a creative experiential campaign. To achieve this, we created The Benchmark Rally, a giant 8m x 5m radio controlled race track situated in the heart of Jubilee Place shopping centre in London’s Canary wharf.
The race track was devised to show the simplicity of investing with Orbis Access and to reflect its fee structure which means the company only receives a fee if it is able to beat the industry benchmark, and show that an investment has outperformed.
With radio controlled cars and a giant Monte Carlo inspired race track, consumers were encouraged to try and beat the benchmark race time, set at 40.50 seconds by model and racing car driver Jodie Kidd.
Those who beat the time were rewarded with £100 to invest with Orbis Access, and the fastest time from the whole week won a trip to Monte Carlo.
Our head of talent, Kath Norris, recently caught up with Stand Out Magazine to talk all things staffing. From future trends to getting the best out of your brand ambassadors, Kath shares her top tips below…
How are you finding the events marketplace at the moment? How has the sector changed in the last 12 months?
People are certainly becoming more streamlined with their events. There is no room for excess and every penny counts. We have to work ever harder to ensure that everything that we do has a return. The last 12 months have seen a steady number of staffing requests, but for much more specific briefs, with very specific requirements. We don’t see many people putting on events for the sake of it. While our experiential campaigns, have had this type of requirement for some time, we are now seeing this kind of structured approach in every event that we do.
Have you won any new contracts lately?
We have been very fortunate to win a number of new clients over the last year or so. H&M, Haywards Pickles and Dorset Cereals were all big wins for us last year. We are really looking forward to working with all three again this summer. And we have several exciting new campaigns in the works currently, which we can talk about more freely once they go live. We’ve got loads of exciting activations planned for the summer that we can’t yet talk about, so watch this space!
Which events have you recently provided services/solutions to – what was the request? What did you provide? Anything “stand out” about the job?
This month we headed to EGX Rezzed with PlayStation to offer gamers the chance to experience exclusive previews of PlayStation VR and its latest titles. We transformed one of the striking vaults at Tobacco Dock into a fully immersive area where gamers could experience all the exciting new releases that PlayStation have on offer.
Clearly, Virtual Reality gaming is big news and everyone wants to get hand on with the latest hardware. Our staff have to be exceptional- very switched on from a technological and gaming point of view, but also able to walk a consumer through a step by step tutorial that requires patience and passion to deliver well.
What requests are you getting from organisers – any trends you are witnessing? What are they asking for?
In terms of staffing, more and more, we are required to adopt a chameleon approach. This means there has been n increase in the need for brand ambassadors that fulfil multiple roles. In short, a brand ambassador needs to be adaptable in changing environments, and they are asked to do much more dynamic and challenging roles than were prevalent, even a few years ago. The trick is to recruit well. Taking your time to find the right calibre of people who se energy and enthusiasm will take them a long way, and a very refined training regime from our team, ensures that we are as adaptable as our clients now need us to be. We want our clients to build trust in us, and our people, only then, can our field staff really deliver at their best. Equally, if the client/brand trusts the individuals, they are more willing to try new avenues, knowing the support will be there and that the results will follow.
How should organisers tap into that younger market?
Gone are the days when brands can just share any content on Facebook and that would be the job done. Youth today are savvy and used to filtering content. All branded content and touch points need to be considered strategically, however, we know from our own research that content shared from experience- i.e. a person sharing their own experience at an event or experiential activation, is much more likely to be shared and more importantly, much more likely to be regarded by that person’s peer group and regarded as an all important recommendation of the brand.
This demographic moves at a pace, not really seen before. They have a short attention span. Organisers have to be willing to let the audience participate their way and influence and co-create the content if they really expect them to share it. We also need staff who represent this audience and understand how to encourage this behaviour in an authentic way.
What campaigns are you working on and what techniques are you deploying in order to engage with that younger audience?
Well as an agency that works a lot in technology, we aim to influence this audience a lot. We are always striving to find new ways in which we can capture their imagination. Sometimes this is through association with key influencers they like, other times it is by using amazing technology that wows them, like VR gaming and 360 degree video for example. Co- creation often grabs their attention, and at a simple level we like to entertain. If you can appeal to their current sense of humour, or a current culture, fashion, music trend then you automatically have a reason to talk to them and they have a reason to want to share the content you co-create- a win win really.
What’s the secret to engaging with millennials?
- They see through the nonsense of hard sells
- Expect fast engagement otherwise they’ll move on to the next thing before you get a chance to interact
- Has to be of the moment, there and then
- No longer engaging in long conversations so capture them quickly, then they will open up to longer dialogues afterwards
- Has to have the wow factor straight away to capture shorter attention spans, due to age group used to multitasking on multiple gadgets at once
What future trends do you see within the staffing arena?
- Brand ambassadors that specialise in sectors- the best of the best, that like be incredibly good at one type of event or vertical market.
- Key affiliations and tailored individuals
- Brand lovers – not forcing people to engage with a brand but sourcing staff whose passion already lies in the characteristics of the brand
- Circle Agency has a database of over 2,000 people and knows all their interests so at any point when a new brand comes on board we know exactly who to call upon (as incredible as this may seem, this is still not common practice and people still try and force square pegs into round holes)
- Staff should not be an extension of the brand, but individuals who share a passion and are willing to share their passion in order to encourage others to join in the experience
- Staff are NOT a commodity. They can and will make or break a campaign and sometimes- a brand. Brands need to be able to trust their staffing partner. And maintain direct content with the people who represent them day to day.
- Brand Ambassadors/event staff are people- they need to feel valued. Agencies and brands who make their field teams, feel valued, rewarded and nurtured- will reap the benefits.
Your best piece of advice for any organiser re staffing (something that an organiser probably wouldn’t know but should be aware of)
Know your audience. Who would they like to speak with/engage with- then choose your staff/brand ambassadors accordingly? Find a team of people who are passionate about what they do generally and the brand that you represent. Let them in on a brand secret or two (nothing that is going to cause a corporate melt down), just something to make them feel important, privileged, in the loop and ready to do a great job for you.
Then ensure that they stay passionate. Have fun with your team- keep them engaged. Some of our clients really go out of their way to nurture their event team. It doesn’t have to be a grand gesture. A coffee, muffin and a big old pep talk is sometime all that it takes- however, they are almost always more proactive, dynamic and we see stronger overall results as a result.
Read the full article on page 49 of May’s Stand Out Magazine here.
We’ve designed a bespoke pop-up retail activation for Bullitt Group’s title sponsorship of the Bullitt GC32 Racing Tour, a new catamaran race tour taking place in five locations across Europe.
Bullitt Group is well known for designing, manufacturing and selling bespoke electronic goods for brands. And from custom-built high-end speakers and headphones for Ted Baker and Ministry of Sound to rugged, durable mobile phones for Caterpillar and JCB, they really do provide it all.
We were approached to help Bullitt develop an activation strategy which would maximise the two-year sponsorship deal by increasing awareness of Bullitt’s own brand, and driving sales of its products direct to the end consumer. The Bullitt GC32 Racing Tour started in Austria on May 27th and runs until October 3rd 2015, visiting England, Germany, France and Italy.
So we put our in-house design and production teams to work to design and fit out a shipping container, turning it into a brilliant pop-up store, which will be open at each of the race events. We didn’t just ensure the tour looked great, we are also providing on-going consultancy on brand ambassador training and event management throughout, to ensure it hits the target.
The container was specifically designed to feature sales areas for each of Bullitt’s core clients, which includes JCB, Caterpillar, Kodak, Ted Baker and Ministry of Sound. The pop-up store also features a roof terrace for VIP drink receptions and performances from Ministry of Sound DJs.
Find out more about Bullitt’s great work here.
We’re on tour with new client, Dorset Cereals, to bring their ‘Life Begins at Breakfast’ lodge to locations across the UK.
The first stop of the summer experiential tour was the coastal town of South Shields, where passers-by were encouraged to sample tasters from Dorset Cereals ‘Ultimate Range’.
The ‘Life Begins at Breakfast Lodge’ consisted of a help-yourself counter where customers could create their own bespoke breakfast by choosing from different cereal products and extra toppings. Consumers were also able to purchase the products in the Ultimate range at a special rate on the day to take home and enjoy.
Next to the lodge, seating was provided so customers could sit and enjoy their breakfast, whilst activities kept the children entertained. Meanwhile, brand ambassadors cycled along the beach front on branded bikes, handing out samples and enticing people to come and take part.
This summer-long tour sees the ‘Life Begins at Breakfast’ lodge visit locations all over the UK, including festivals, seaside towns and parks. Office drops sampling Dorset Cereal mini cartons for employees to enjoy breakfast on us will also take place across the country.
Next stops include Edinburgh, Dorset, London, Manchester and Bristol, where passers-by will be encouraged to take part in a host of experiential activities and take home an array of tasty samples.
See the tour’s full route map here.
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…
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 […]
We teamed up with investment company, Orbis Access, to bring its products to life through a giant, remote controlled race track. Orbis Access called upon our team to drive awareness of its unique fee proposition and bring it to life through a creative experiential campaign. To achieve this, we created The Benchmark Rally, a giant […]
Our head of talent, Kath Norris, recently caught up with Stand Out Magazine to talk all things staffing. From future trends to getting the best out of your brand ambassadors, Kath shares her top tips below… How are you finding the events marketplace at the moment? How has the sector changed in the last […]
We’ve designed a bespoke pop-up retail activation for Bullitt Group’s title sponsorship of the Bullitt GC32 Racing Tour, a new catamaran race tour taking place in five locations across Europe. Bullitt Group is well known for designing, manufacturing and selling bespoke electronic goods for brands. And from custom-built high-end speakers and headphones for Ted Baker […]
We’re on tour with new client, Dorset Cereals, to bring their ‘Life Begins at Breakfast’ lodge to locations across the UK. The first stop of the summer experiential tour was the coastal town of South Shields, where passers-by were encouraged to sample tasters from Dorset Cereals ‘Ultimate Range’. The ‘Life Begins at Breakfast Lodge’ consisted of […]
- 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.