Experiential & sampling

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Case Study • Mitesh Soni, WARC Prize for Asian Strategy, Entrant, 2018

Safety razor brand Gillette Guard Razor drove sales in under-performing states in India through an educational approach.

The Women’s Foundation: #MyRealCareerLine

Case Study • Jocelyn Tse, WARC Prize for Asian Strategy, Entrant, 2018

Non-profit organisation The Women’s Foundation created a fake plastic surgery clinic to spark social media buzz and challenge gender stereotypes in the workplace and the media in Hong Kong.

Neurobion: Nerve Therapy Trip

Case Study • Melissa Garrovillo, WARC Prize for Asian Strategy, Entrant, 2018

B-vitamin supplement brand Neurobion used an experiential campaign to increase market share in the Philippines.

Sangobion Iron+: Bloody Concert

Case Study • Melissa Garrovillo, WARC Prize for Asian Strategy, Entrant, 2018

Iron supplement brand Sangobion Iron+ used online music video, OOH and online ads to persuade people to have blood tests to detect anaemia in the Philippines.

Cathay Pacific: Wake up fresh in Europe

Case Study • Amanda Shapiro, Tracy Lui, WARC Prize for Asian Strategy, Entrant, 2018

Cathay Pacific, the airline, needed to promote three new European routes to people in Hong Kong.

Visit Flanders: The Mud Soldier

Case Study • European Association of Communications Agencies, Grand Prix, 2018

Visit Flanders, the Flemish tourism authority, forged an emotional connection between the tragic anniversary of the WWI battle of Passchendaele and potential visitors from Europe, North America and Australia to reverse visitor declines to Flanders Fields' WWI battlefields.

Edeka: The Diversity Act

Case Study • European Association of Communications Agencies, Finalist, 2018

Edeka, a German supermarket chain, triggered a huge, international press echo, engagement and awareness when it removed all the non-German products from a supermarket to demonstrate the loss when national diversity is missing.

Goethe-Institut Mexiko: Dual Year Germany – Mexico, 2016–2017

Case Study • SABRE Awards, Diamond, LATAM, Superior Achievement in Research and Planning, 2018

Mexico successfully promoted The Dual Year Germany-Mexico 2016-2017, an event to promote unity between the two nations, through a year-long campaign that involved branding and corporate image, public relations and social networks strategies.

KLM: The Art of Flying

Case Study • SABRE Awards, Gold, LATAM, Marketing To Consumer (Existing Product), 2018

KLM Royal Dutch Airlines, an airline brand, promoted its brand in Mexico City by launching an exhibit at Zona MACO, a Latin American art fair.

National Safety Council: Stopping Everyday Killers

Case Study • Jay Chiat Strategic Excellence Awards, Bronze, National strategy and Product service creation, 2018

National Safety Council (NSC), launched a national debate about prescription opioid related deaths in the US via its “Prescribed to Death” campaign, which equipped Americans with the knowledge and tools to have a conversation with their doctors.

Bank of New Zealand: The Most Prosperous ATM

Case Study • Direct Marketing Association - US, Runner Up, 2018

Bank of New Zealand (BNZ) carefully considered the importance of tradition to its Chinese customers to inspire brand love and awareness.

Domus Leuchten & Möbel AG: HOUSE PARTY AT THE WEHRLE'S

Case Study • Direct Marketing Association - US, Runner Up, 2018

Domus Leuchten und Möbel AG, a designer furniture store, increased sales at its new store opening in Switzerland by replacing the furniture of three famous brothers with its own and inviting their followers to a house party.

MARS NZ: Haunted M&M's

Case Study • Direct Marketing Association - US, Runner Up, 2018

Mars, a confectionary brand, made its M&Ms candy the go-to purchase across New Zealand at Halloween by launching a 13-day haunted livestream on Facebook.

Shackleton: On Hold Music Band Live

Case Study • Direct Marketing Association - US, Bronze, 2018

Shackleton, an ad agency, did something different for Spanish and Chilean callers to the company at Christmas by playing live music for them during the otherwise mundane waiting time.

Motorola: Hello Real People

Case Study • Direct Marketing Association - US, Runner Up, 2018

Motorola, a telecommunications company, highlighted the addiction to mobile phones which gave it over 1 million social media impressions.

Publicis.Sapient: databloom

Case Study • Direct Marketing Association - US, Bronze, 2018

Publicis.Sapient, a consultancy company, cut through the noise of the conference to become the ‘must see’ of Money20/20.

Pullmantur Cruceros: HOME ABOARD. Welcome Home.

Case Study • Direct Marketing Association - US, Bronze, 2018

Pullmantur Cruceros, a cruise line, provided its oldest and most loyal passenger with his bedroom from home aboard its cruise ship to create a strong emotional connection with its customers in Spain.

Volvo: Racing the Sun

Case Study • MMA Smarties, Gold, Global, 2018

Luxury vehicle manufacturer Volvo leveraged the 2017 total solar eclipse to launch the redesign of one of its best-selling cars in the US.

L'Oréal Paris: Magic Retouch – Making the Elder Proud

Case Study • MMA Smarties, Finalist, Global, 2018

L'Oréal, a cosmetics brand, used a dancing competition to connect to its target audience and promote its hair dye in China.

Beefeater London Town

Case Study • MMA Smarties, Finalist, Global, 2018

Beefeater, a London-based brand of gin, provided experiences for people in Madrid of the four pillars of the campaign: food, culture, music and people.

Event marketing linked to growth

News • 11 September 2018

GLOBAL: Fast-growing companies are investing more in event marketing, either sponsoring or hosting events themselves, according to a new study that highlights the value of this channel in a digital age and the need to develop better ROI ...

Man's Best Friend - Introducing the Hotels.com pug mascot

Case Study • SABRE Awards, Gold, APAC, Multi-Country Campaign, 2018

Hotels.com, a hotels booking website, increased brand awareness and share of voice in Thailand and Taiwan by launching a new pug mascot to engage with millennials.

Coca-Cola Foundation: Story Can Stop Bullying

Case Study • SABRE Awards, Gold, APAC, Corporate Social Responsibility, 2018

The Coca-Cola Foundation, a charitable organisation, helped to highlight stories of bullying to people in Taiwan via its 'Story Vending Machine' and campus tours.

FROEBEL-KAN: Great Failure

Case Study • SABRE Awards, Gold, APAC, Branded Journalism, 2018

Froebel-kan, a producer of picture books and educational toys, launched a project to shift the focus on Japan's deep-rooted preference for children's academic credentials over their creativity.

Kodansha: Cosplay Encyclopedia

Case Study • SABRE Awards, Gold, APAC, Marketing to Youth, 2018

Kodansha, a Japanese publishing company, increased sales and interest in its animal biodiversity publication in Japan by launching an interactive exhibit in a local museum.

Mastercard’s Rajamannar to Cannes: classical advertising is “dead”

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2018

Mastercard, the payments brand, is tapping the power of experiential marketing in a bid to engage consumers in meaningful ways around their passion points.
How Mondelez mixes online and offline product sampling

Article • Mary Connors, Event Reports, P2P Summit, March 2018

Mondelez International, the snacks giant, is building up its sampling capabilities via e-commerce, as well as developing its in-store approach to this discipline.
What we know about Stunt Marketing

Article • WARC Best Practice, December 2017

This article provides guidance and reading on the tactic of stunt marketing - a form of experiential marketing that aims to generate buzz and boost engagement.
What we know about experiential marketing and sampling

Article • WARC Best Practice, December 2017

This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.
How Coca-Cola got Asian millennials fizzing

Article • Low Lai Chow, Event Reports, Millennial 20/20 Singapore, October 2017

When Coca-Cola's new sugar free product faced an uphill battle in Singapore and Malaysia, the company turned to experiential marketing to get Asia's millennials fizzing again.
How to do effective experiential marketing

Article • Alex Smith, WARC Best Practice, April 2016

This article explores best practice in the area of experiential marketing, arguing that it is a technique, not a channel, putting the idea first, and thinking about media second.