In this segment we aim to keep you abreast of the dynamic events of the experiential and events industry. Today we’ll be taking a look at five campaigns which caught our eye in September, in order to provide inspiration, fascination or perhaps just an excuse for procrastination.
Top 5 Campaigns From September
We’ve been on an AR/VR tip this September and here is yet another example of AR done right. JuiceBurst have released their JuiceWars AR mobile game, where users have 60 seconds to burst as much fruit as possible, with prizes up for grabs, ranging up to £1000 worth of JD vouchers. We like this campaign because it demonstrates a simple, yet not obvious concept, which is easy for consumers to engage with thanks to a partnership with Blippar, allowing consumers to scan the bottle and receive the game.
Tommy x GiGi live design experience
Tommy Hilfiger’s latest collaborative collection with fashion icon GiGi Hadid is likely to generate plenty of interest without much help. However, not satisfied with a simple ad campaign, Tommy Hilfiger have installed a live user experience in Selfridges London store. Teaming up with YR, a live experience company, specialising in design, to create a design station, where, using a specialist touch plate, customers can create their own iteration of the Tommy X GiGi bomber jacket, by adding their initials or a selection of patches. The installation is open until October 9th Friday through to Sunday so if you have a chance, check it out. We like this because many big fashion houses would be content to rest on the laurels of a big name collaboration, Tommy Hilfiger have gone beyond the brief to create an engaging user experience, which emotionally attaches consumers to the product.
RIBA Regent Street installation
The annual RIBA (Royal Institute of British Architects) regent street installation has come around once again, this year architecture firms have surpassed themselves, working with stores to create bespoke installations which take a truly unique angle on the products. Our favourite is the Molton Brown installation, which sees Knox Bhavan Architects collaborating with artist Suzie Macmurray to create a row of giant chandeliers, made out of Molton Brown bottles and suspended by the brand’s ribbon. We like this event because gives unique take on the shop front, one which isn’t designed with purely marketing in mind, and is sure to attract even more custom to what is one of the UK’s busiest shopping streets.
Roald Dahl’s city of the unexpected
As part of the Roald Dahl 100 campaign, celebrating 100 years since the author’s birth, Cardiff‘s city centre was transformed into an immersive experience involving thousands of performers. Some of the highlights included acrobatic foxes performing high wire acts and daring feats of escapology, a giant peach parading down Castle Street culminating in James and other characters being rescued from inside by South Wales Fire Service and a wedding between Ms ladybird and Mr Fireman outside City Hall. This event was huge, bringing the entire city to a standstill for two days, also incorporating live readings of Roald Dahl’s books by well known figures like Game of Thrones’ Gemma Whelan, and a giant pyjama picnic in the park. We like this event because it was truly one of a kind leaving a lasting impression on anyone who was there.
Tel-Aviv building Tetris
Our final entry is example of true innovation, coinciding with Tel-Aviv’s innovation festival, the city hall was equipped with a 32,000 sq-ft LED screen, split into a competitive Tetris board, complete with joysticks the size of a small person. The installation also accommodated other classic titles, including Snake and Pong. By taking a classic piece of popular culture and revamping it, this installation showcases outside-the-box thinking, which proves so effective at generating attention and engagement from consumers.